By The Malketeer
Agencies must register their interest by 28 May, 3.00pm to be eligible for the bid, due 6 June 2025
As Malaysia inches closer towards becoming a cashless nation, one of its key digital payment engines is making a strategic move to deepen public engagement.
Payments Network Malaysia (PayNet), the national payments backbone jointly owned by Bank Negara Malaysia and leading financial institutions, is on the lookout for a seasoned media agency partner.
With a proposal deadline set for 6 June 2025—and a prerequisite registration deadline of 28 May at 3.00pm—PayNet’s media tender signals more than just a conventional campaign.
It’s a mandate to shape perception, build trust, and educate Malaysians across every rung of the digital economy ladder.
The scope is ambitious: full-funnel media planning and execution across digital, social, TV, radio, and OOH.
From the nation’s financial epicentres to its kampung corners, the appointed agency will be responsible for raising awareness, promoting cross-border payment capabilities, and refreshing the presence of DuitNow and QR payment materials at points-of-sale.
It’s a campaign with both macro and micro demands—driving macroeconomic behaviour shifts while fine-tuning message delivery to communities still warming up to digital wallets and instant payments.
PayNet isn’t just looking for reach—they’re looking for rigour.
The RFP calls for agencies with at least five years’ proven track record in media planning and buying, financial strength (positive net worth is a must), and the media clout to back it all up—quite literally, with a listing of media contacts.
What’s especially telling is the requirement for a dedicated team that can execute with nuance, especially in rural or regional areas where digital trust and literacy levels vary greatly.
This isn’t just about running ads.
It’s about cultural sensitivity, financial inclusion, and closing the gap between policy vision and real-world adoption.
Agencies with experience in financial services, public awareness campaigns, or digital payments will have an upper hand.
Even more valuable may be the ability to humanise fintech and make it relatable.
After all, the real challenge isn’t just communicating how DuitNow works; it’s convincing an aunty in Baling or a stall owner in Semporna why it matters.
This media pitch also comes on the heels of PayNet’s bold move into the fintech innovation space.
Its recent launch of the PayNet Fintech Hub in partnership with the Fintech Association of Malaysia and cloud giant Alibaba Cloud hints at broader ambitions to not just facilitate payments, but to nurture a thriving digital finance ecosystem.
For media agencies eyeing this pitch, the opportunity goes beyond billing.
It’s a chance to partner in a national transformation narrative.
To help define how Malaysians see, trust, and adopt financial technology.
To contribute to a digital future where payments are seamless, secure, and second nature.
The bar is high. The impact could be higher.
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