Rather than inventing a mascot from scratch, Setel tapped into something Malaysians already saw as familiar and heartwarming. Setel’s new brand mascot, Cetel, isn’t just a cute face, she’s a clever bridge between brand and consumer, rooted in local familiarity and emotional resonance. Her origin story is humble yet potent,
By India Fizer From copyright landmines to the pitfalls of sameness, AI brings new challenges and opportunities for creative agencies. Rony Skaf, Head of Digital and Innovation at TBWA\RAAD, talks to AdForum about how the agency uses AI not just for speed, but for strategic differentiation and creative leadership. How
By The Malketeer OpenAI has just rolled out the largest advertising push in its history, a multi-channel campaign designed to show how ChatGPT fits into the fabric of daily life. After making its debut on one of the world’s biggest stages—the Super Bowl—the AI company is now taking a very
By The Malketeer For decades the inflight safety video has been treated as an unavoidable pre-take-off ritual. Malaysia Airlines’ latest version, “Where Culture Takes Flight,” shows how even a regulatory requirement can double as a brand stage. The brief to Reservoir Productions was more than a creative refresh. It revolved around
By Sue-Anne Lim, CEO of Universal McCann Malaysia Every brand wants to be seen. But let’s be honest, being seen is no longer enough. Some research says we’re exposed to anywhere between 4,000 to 10,000 ads a day. Think about that. Every poster blurs past when you’re driving. Every article you
What does it take to be both the voice of 10 million girls around the world and a young creative finding her way in the advertising industry? For Amirah Arshad, the answer lies in balancing passion with perseverance. In the latest episode of The NexGen Show, Amirah shares her extraordinary journey.
By The Malketeer When a hundred women gathered in Singapore last week to watch The Final Copy of Ilon Specht, they weren’t just viewing a 17-minute documentary. They were stepping into a living lesson about the power of self-belief, cross-industry solidarity and the courage to claim one’s own voice. United
MBCS, the media-fuelled creative content practice within the IPG Mediabrands network, partnered with GWM Malaysia to celebrate Malaysia Day in honour of heritage, culminating in a Malaysia Book of Records milestone. The ‘Geng Wakil Malaysia’ campaign (loosely translated as Malaysian Representatives) is a vibrant celebration of unique Malaysian passions, each
Few people understand the passion of fandom like Roshan Bose, Chief Executive Officer of Living Minds. From introducing LaLiga to Malaysia to championing women’s football, Roshan has helped turn sports into a cultural ecosystem that extends far beyond the stadium — from the roar of the crowd to streetwear, sponsorships,
Our annual roundups of the Best CNY, Merdeka, and Raya TVCs have become a much-anticipated tradition, with reader participation growing from just a few hundred votes to over 5,000 in recent years. Unlike rankings that lean on YouTube views or media spend, our lists are purely shaped by reader preferences,
