Astro has concluded an extensive review to appoint its new creative and media agency-on-record (AOR) to support the Group’s marketing efforts. The initiative aims to streamline collaboration and strengthen marketing capabilities in line with the company’s long-term objectives.
The process was designed to explore and identify fresh ideas and innovative approaches in the market. Evaluation was guided by rigorous, industry-aligned criteria and was supported by business & procurement teams within Astro.
Following a competitive pitch involving leading agencies, Naga DDB Tribal has been reappointed as Astro’s creative AOR while Publicis Malaysia has been selected as the new media AOR, with both contracts commencing in 2026.
Astro’s decision was based on the agencies’ ability to deliver meaningful value through strategic alignment, innovation, and audience-centric solutions. Their proposals showcased strong creativity in strategic thinking, idea generation and media expertise, contributing to a broader framework that emphasized long-term impact on top of immediate ROI.
“We are pleased to continue our journey with Naga DDB Tribal and welcome Publicis Malaysia as a new marketing partner. Both demonstrated a clear understanding of our strategic priorities and the capability to deliver impactful results, setting themselves apart in a strong field of contenders,” said Tai Kam Leong, Chief Sales and Marketing Officer at Astro.
Beyond the creative and media AOR marketing scope, Astro remains committed to working closely with all partners across its businesses to deliver clients’ content and media needs through Astro Media Solutions (AMS) and KULT, its digital marketing venture. As such, the company continues to welcome dialogue and collaboration with the wider industry as it innovates in a dynamic and evolving landscape.
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