Wipro Unza Malaysia concludes creative pitch

Wipro Unza Malaysia has appointed TBWA\Malaysia as the lead creative agency for its fragrance and kids categories, following a competitive pitch in August 2025.

The two-year partnership marks TBWA’s first collaboration with the Malaysian personal care FMCG giant, overseeing brand strategy, creative development, and integrated communications for its iconic brands including Carrie Junior, Enchanteur, Dashing, Romano, and Scentify.

Saki Goh, marketing and eCommerce director at Wipro Unza, said the TBWA team had impressed them with their energy, passion, and strong sense of partnership from the very start. "They demonstrated not only creative flair but also strategic consistency and strong integrated communication across every assignment," she said. 

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"Their ability to balance bold ideas with practicality and to reimagine our brands’ functional benefits in a modern, culturally resonant way, really stood out." Goh added that the chemistry and commitment of the TBWA team gave them full confidence in their decision.

Commenting on the agency's win, Yee Hui Tsin, CEO of TBWA\Malaysia said: “We’re incredibly proud to win this business, especially as it marks the third time we’ve pitched for Wipro Unza Malaysia. Each experience has deepened our understanding of the brands, the business, and the passionate people behind them."

"Our approach was anchored in strategic practicality with ideas that feel fresh, fun, and culturally relevant. We’re excited to bring the next chapter of these beloved brands to life," she said. Yee added that the partnership “reinforces the strength of our 'Disruption' philosophy and our commitment to creating ideas that challenge convention and drive growth. Wipro Unza Malaysia’s deep consumer understanding and dedication to building purposeful, loved brands make this collaboration especially exciting.”

Meanwhile, MBCS Ensemble will continue as the agency of record for Wipro Unza’s Safi and Aiken brands.

Back in June, A+M reported that Wipro Unza opened a creative pitch, seeking a new strategic advertising partner for a two-year engagement. In a call for fresh thinking, the company is emphasising its commitment to fully local creative development. 

According to checks by A+M, the incumbent creative agencies were Ogilvy Malaysia and McCann Erickson Malaysia. Currently, Wipro Unza Malaysia is partnered up with PHD Media for its media and digital remits. 

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