There are movie promotions that try to charm audiences. There are others that chase outrage. And then, once in a while, there’s a campaign so sharply calibrated that it doesn’t need billboards, trailers or influencers at all — just a well-aimed invitation and a knowing smirk. That is exactly what
For much of the past half-century, global culture flowed in one direction. West to East. Hollywood to the world. Silicon Valley to everywhere. Paris, London and New York set the tone; the rest localised it. TBWA\Backslash’s Eastfluence report suggests that era is quietly, decisively ending. What we are witnessing is
Astro has partnered with Naga DDB Tribal to conceive and execute the marketing campaign for its latest Astro Original series, The Exiled — a Malaysian reimagining of the iconic Hong Kong gangster drama genre. A Local Lens on a Classic Genre Set against a Malaysian backdrop, The Exiled follows the
The Association of Accredited Advertising Agents Malaysia (4As), together with The Edge Partnership Malaysia, has released its 2025 Salary and Charge-out Rate Survey, giving a current view of salary levels, charge-out rates, talent trends and agency workforce patterns across Malaysia. 4As President Tan Kien Eng said, “The 4As Salary Survey
When Papa Zola The Movie crossed the RM10 million mark within its first week in cinemas, it did more than notch up a commercial milestone. It quietly rewrote a long-held assumption in Malaysia’s creative industry: that local animation works best when it plays safe, skews young, and avoids uncomfortable truths.
Born in Croatia and raised across multiple continents, Amira Mahathir’s journey into the Malaysian advertising industry was anything but linear. The daughter of a diplomat, her childhood was shaped by constant movement — from Canada to Switzerland, back to Malaysia, then on to Tokyo — giving her a global perspective
By Maaz A. Khan, Regional Client Partner (APAC), WPP Media Programmatic advertising makes it easy to launch campaigns. It is harder to answer a basic question: where did my budget go on its way to the publisher? Marketers see performance numbers, reach, and CPMs. What we do not always see
It was meant to be a clever wink at December fatigue. Instead, McDonald’s Netherlands found itself at the centre of a global backlash, accused of serving up nothing more than “AI slop”. The brand has now pulled its AI-generated Christmas film after a wave of scathing online criticism – a
Most brands talk sustainability in soft pastels, recycled-paper textures, and politely optimistic taglines. Chupps clearly didn’t get that memo. Instead, their latest campaign opens with funeral processions across rural India — not exactly the usual playground for footwear marketing. But that’s precisely why it works. Launched on World Soil Day
A new generation of Malaysian communicators stepped into the spotlight as Taylor’s University and the Road Safety Council of Malaysia, Majlis Keselamatan Jalan Raya Malaysia (MKJR), celebrated the winners of a student road safety communication contest recently. The National Road Safety Copywriting Creative Contest awards ceremony was framed as something
