Payments Network Malaysia (PayNet) has appointed an independent creative agency, Chariot Agency, to lead its brand positioning efforts.
The remit sees Chariot developing PayNet’s first-ever masterbrand platform and integrated communications programme. Work begins immediately, with the first campaign expected to roll out in Q4 2025.
While PayNet is best known for operating DuitNow, JomPAY and the nation’s real-time retail payment systems, its previous marketing efforts focused on promoting individual products. This new chapter includes shining the spotlight on PayNet itself, positioning it as a key enabler of Malaysia’s digital economy and financial inclusion goals.
For Chariot, the win signals the growing appetite for strategic creativity; work that solves, not just sells.
“PayNet isn’t a product with a price tag. It’s the infrastructure behind a country-wide shift in how people live, work, and spend,” said Jarrod Reginald, Executive Creative Director at Chariot. “That kind of brief deserves more than a campaign. It needs a clear strategic lens, and close collaboration to get right – something we’re excited to sink our teeth into.”
From strategy to execution, Chariot will lead PayNet’s creative direction end-to-end, with duties commencing immediately.
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