By The Malketeer
What happens when a big idea meets brave clients and a team fuelled by belief?
In the case of Fishermen Integrated, you cast a net so bold and wide, it lands you on the global stage.
The independent Malaysian agency stunned the world by topping the 2024 Effie Index — ranked #1 in Malaysia, #5 in APAC, and #23 globally.
It wasn’t just a win.
It was a moment that placed Malaysia firmly on the global creative map.
“We Couldn’t Believe It”
For Joyce Gan, Co-Founder and Group Brand Director, the news didn’t quite sink in at first.
“I didn’t want to be wrong; that would have been embarrassing,” she laughs.
“But then it hit me. After all the hard work — from being a support agency to finally clinching golds — this was real.”
A dream more than a decade in the making had finally been reeled in.
They were crowned Malaysia’s Effie Agency of the Year in 2023.
Twice, they came close.
But this global milestone? It felt like destiny answering grit with glory.
Chaos into Craft
At Fishermen, chaos isn’t something to fear. It’s fuel.
“We made sure the process, no matter how wild, was still fun and worth every ounce of effort,” shares Andrew Tan, Executive Creative Director.
“That’s how we work.”
It’s a creative culture powered by curiosity and passion.
Late nights. Unreasonable timelines. Last-minute pivots. All par for the course.
But what keeps the team going isn’t pressure — it’s pride.
The pride of owning ideas that feel honest, fresh, and truly theirs.
Bold Clients. Bolder Conversations.
Even the most daring nets need someone to cast them with.
Managing Director Mark Darren Lee points to the agency’s fearless clients as a key part of the equation.
“Our clients aren’t just ticking boxes. They want to create something meaningful.”
Brands like Grab, Durex, Time, and ZUS Coffee gave Fishermen the room to challenge norms and sometimes even push back.
“We’re not afraid to say no,” adds Mark.
“If something doesn’t feel right, we’ll speak up.”
Joyce agrees: “Trust is everything. Clear briefs. Brave ideas. That’s when magic happens.”
Powered by Passion and Weekends
The grind never really ends at 6.00pm in advertising.
But at Fishermen, the long nights come with purpose.
“Late nights are normal in this business,” says Andrew.
“The difference is we only stay for ideas we truly believe in.”
That shared belief — in the work, in each other — keeps the net strong and the spirit stronger.
A Malaysian Voice, Heard Worldwide
To Executive Creative Director Adam Miranda, this win means much more than global rankings.
“It proves our Malaysian ideas can stand with the world’s best. Our voice matters. Our stories matter.”
The team hopes this moment inspires other local independents to cast wider nets, and bolder ones.
Because Malaysian creativity, done right, can go global without compromise.
What’s Next for the Sampan?
Fishermen have always described themselves as a “little Malaysian sampan.”
But today, that sampan has cast a global net — and it’s catching the world’s attention.
“We didn’t plan for this level of recognition,” Mark admits.
“But now that we’re here, we want to prove Malaysian agencies can go global without losing who we are.”
Whatever the platform — AI, tech, or tomorrow’s newest frontier — their focus remains human.
“Advertising will always be about people,” says Mark.
“And people don’t want boring.”
13 Years, Still Hungry
For Joyce, this is more than a professional milestone. It’s personal.
“This isn’t the end,” she reflects.
“It’s just another chapter.”
Fishermen Integrated was founded 13 years ago on a shared belief — that good work speaks louder than awards.
Joyce credits their rare chemistry as partners — wildly different, yet aligned in purpose — as a core strength.
Add to that an exceptional team that puts heart into every line and pixel.
“We’ll keep writing new stories,” she says with a smile.
“One win at a time.”
Fishermen Integrated didn’t just cast a global net — they did it their way.
With heart. With hustle. With hunger.
And in doing so, they’ve shown every Malaysian indie that it’s not the size of your boat that matters.
It’s the courage to cast your net far and believe in the stories only you can tell.
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