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 YouthsToday.com, 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.