Colgate-Palmolive extends strategic partnership with Ogilvy MY

Colgate-Palmolive announced the company will extended its partnership with Ogilvy Malaysia following the “Smile Strong Bersama” campaign executed by the agency in October last year.

Ogilvy will be responsible for the company’s strategic and creative communications, digital, and social media duties throughout 2021 across all Colgate-Palmolive’s businesses including its oral care and home care brands such as Colgate, Softlan, and Elmex. 

“We had a fantastic run with Ogilvy last year where they demonstrated strategic excellence in creative and content development, and a strong digital roll out which anchored our Smile Strong Bersama campaign to success,” said Marketing Director of Colgate-Palmolive for Malaysia, Singapore, Indonesia, & Brunei, Edith Marquez-Reyes. “This has given us the confidence to extend our partnership with the agency to manage our entire portfolio of brands in 2021; we believe Ogilvy is one of the best creative agencies for us to collaborate and together we can continuously drive growth for our brands in Malaysia.”

The Smile Strong Bersama campaign launched last year was an initiatie to champion positive change within the community during challenging times caused by the COVID-19 pandemic.

The campaign featured long-form content on four individuals positioned as “champions of optimism” and they include CEO of Biji-Biji Initiative, Juliana Adam; CEO and Founder of, Jazz Tan Yee Mei; Founder and Executive Director of Refuge for the Refugees, Heidi Quah and the up and coming hijabi rapper and musician, Bunga.

A “Donate a Smile” web platform was also launched to provide a means for people to make a change together with the champions.

“Colgate-Palmolive carries some of the most iconic brands that can be found in almost every household across the globe and we are so proud to be able to work with these brands alongside the Colgate-Palmolive team who have shown they are willing to take calculated risks to make their brands matter,” said Chief Executive of Ogilvy Malaysia, Nizwani Shahar.

“Their commitment to sustainability really resonates with Ogilvy; with our deep understanding of local consumer needs combined with our integrated modern marketing approach, we look forward to doing more creative and innovative engagements to support and fortify their brand saliency in the market.” 

Ogilvy will be driving the Colgate-Palmolive’s business in Malaysia by creating local campaigns that contribute to the company’s business growth in collaboration with Red Fuse, an integrated global WPP Team dedicated to serving Colgate-Palmolive worldwide. 

MARKETING Magazine is not responsible for the content of external sites.

The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

This is the only event where Live Presentations meets Live Judging.

Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!

Campaign entries must have run between June 2023 to May 2024

Submissions Deadline
30th June 2024

APPIES Festival – Judging & Presentations
11th – 12th July 2024 (Malaysia)


Download Event PDF
Submit Entries Here

Subscribe to our Telegram channel for the latest updates in the marketing and advertising scene