Proton names Naga DDB Tribal as Creative Partner and key clients renew confidence

Naga DDB Tribal has kicked off the second half of 2025 with a double win: clinching Proton’s business in a hotly contested pitch and securing extensions from three long-term partners — Prudential, URMunchy’s, and Ayam Brand. The developments highlight the agency’s ability not only to attract new marquee accounts but also to maintain trust among clients who have journeyed with them for years.

Proton Brings New Energy

Following a four-way review, Proton has selected Naga DDB Tribal as its new integrated marketing services agency. For Malaysia’s national carmaker, the appointment signals a renewed focus on creating seamless brand experiences across platforms as it looks to build stronger connections with consumers in an increasingly competitive automotive market.

Prudential’s Enduring Partnership

Meanwhile, Prudential has reaffirmed its faith in the agency, extending a partnership that has spanned 14 years. After a review process involving four agencies, the insurer chose to continue the relationship, reflecting its confidence in Naga DDB Tribal’s ability to deliver consistent, high-impact creative work in a category where trust and clarity are paramount.

FMCG Loyalty: URMunchy’s and Ayam Brand

Two other household names — URMunchy’s and Ayam Brand — have also reappointed the agency for their 2025/2026 remits. Ayam Brand’s decision follows the success of its “Makan lain macam”campaign, which earned strong market recognition earlier this year. These extensions reinforce the agency’s track record of delivering work that resonates with everyday consumers and keeps legacy brands relevant.

“ These partnerships remind us that growth is never a solo act. It comes from the trust our clients place in us and the relentless spirit of our teams who keep raising the bar. We’re excited to carry this momentum forward together,” says Farrah Harith McPherson, chief growth officer at Naga DDB Tribal to MARKETING.