MARKETING’s first issue of the decade features homegrown inspiration

4 weeks ago

The process of putting together this year’s first issue of MARKETING involved scouting for local businesses that were creating real-life impact on Malaysians. Brands and ideas that were born out of necessity and passion but grew through persistence. We were curious to get to know the people behind these success stories, so we sat down with different types of businesses and learned about their philosophy and more. 

Content highlights:

Cover story: Ground to Air Convenience – Firefly
Firefly sets itself apart from other local airlines by positioning its function as complementary rather than competitive, which makes for an interesting and effective strategy. As the cover story for our January issue, we sat down with Firefly’s whole management team and spoke to Philip See, Firefly’s Chief Executive Officer and Izra Izzuddin, who was Firefly’s Head of Marketing and Communications when the interview took place, to find out their plans moving into the new decade.

‘Getaran Pertama’, the goosebumps inducing Merdeka ad by Celcom Axiata
We’re all suckers for a good ad, even more when it combines history, humour, holograms and a chill inducing live performance. Celcom Axiata nailed it with their 2019 Merdeka TV Commercial (TVC), and our readers agreed. Getaran Pertama was voted the best TVC by over 300 of our readers. We interviewed some of the key individuals responsible for its production, including Tan Sri Ahmad Merican, who was actually part of the story told, 63 years ago. 

Born at home, raised to keep on growing – A look at Mr. DIY’s exponential growth. 
Opening 1000 stores in 15 years of operations is an achievement we needed to know more about. Mr. DIY’s has had an incredible growth across South East Asia, while continuing to stay true to the tagline “lowest prices always”. We were delighted to interview Andy Chin, Mr. DIY’s Marketing Vice President to find out what marketing strategies and campaigns have contributed to their success and why. 

Dairy company anchors home bakers through endorsement – An empowering collaboration between CARING MOMS and Anchor Food Professionals 
Shera Ann Bosco had no idea her turning to facebook in search for a reliable babysitter for her then 6-year-old son, would give birth to what is now a facebook group with over 30,000 members, that empowers women through jobs. Aptly named CARING MOMS, Shera talks to us about the objective behind the group and their collaborating with Anchor Food Professionals in endorsing home bakers. 

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MARKETING is Malaysia’s Number 1 industry magazine for the marketing communications industry and is read by 30,000 readers who are affluent advertising, media and marketing decision makers nationwide. It is dedicated to the pursuit of excellence in all facets of marketing communications and serves as an observatory of the marketplace for ideas, insights and inspiration that can enhance brand strategies.

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