Still Standing. Still Creating. Always Human—The Story of Friends Advertising

By The Malketeer

In an industry where agencies rise fast and fall faster, Friends Advertising has quietly achieved something extraordinary.

It’s still here. Still creating. And still staying true to its name.

Founded in the late 1990s by Dato’ Shahrein Zainal and Rashid Ahmad, Friends is one of Malaysia’s longest-surviving Bumiputra independent advertising agencies.

That alone is rare.

But its real achievement lies deeper—in the way it has built trust, nurtured talent, and stayed relevant without ever selling out.

Because Friends was never just chasing awards. Or headlines. Or scale.

It was built to connect. And built to last.

A Different Kind of Ambition

When Shahrein and Rashid first opened their doors, they weren’t out to conquer the industry overnight.

They had a simpler, bolder ambition: to build an agency that could stand shoulder to shoulder with the giants—not by outspending them, but by outthinking them.

Their vision was to create work that’s smart, solid, and deeply human.

Work that respects culture and consumers.

Work that clients remember.

Work that lasts longer than a flash-in-the-pan trend.

“At Friends, we never measured greatness by the size of a budget,” says Shahrein.

“We measure it by the depth of an idea, the strength of a relationship, and the impact on real people.”

At Friends, the phone still gets answered.

People still have proper conversations.

And ideas aren’t born in silos or steered by egos—but shaped by chemistry and collaboration.

Malaysian Roots, Regional Spirit

While Friends is proudly Malaysian, its outlook has always been regional.

The agency has delivered campaigns across Singapore, Indonesia, Thailand, and the Philippines—always adapting with local insight and cultural nuance.

They don’t believe in recycling templates.They believe in listening.

Every market has its own rhythm. Friends tunes in.

That’s what makes their work feel authentic.

Whether it’s for urban millennials in Jakarta or kampung communities in Kedah, Friends speaks the language of its audience—not just literally, but emotionally.

“As creatives, we must remain students of culture,” Shahrein reflects.

“Empathy is our strategy. When you understand people, you’ll never be out of ideas.”

The Soul of the Agency

At the heart of it all is Dato’ Shahrein Zainal.

He’s not the kind of leader who sits in a glass office issuing memos.

He’s on the ground. Listening. Guiding. Encouraging.

His style is visionary, yet grounded.

He champions what the agency calls “Komunikasi Sepenuh Jiwa”—communications with heart, soul, and strategy.

A seamless blend of strategy, storytelling, and digital agility.

It’s this philosophy that helped Friends evolve from print to platforms, from static to scroll-stopping.

“The tools change. AI changes things. Platforms evolve. But values—those are timeless,” says Shahrein.

“We must embrace the future without losing the human touch.”

Yet even as tools change, his core belief remains unchanged:

“Brands are built in people’s daily lives. It’s not just about reach—it’s about resonance.”

That’s the golden thread running through all of Friends’ work.

Campaigns that aren’t just clever—but culturally rooted, emotionally intelligent, and purpose-led.

Turning Awareness into Action

One of Friends’ most defining partnerships was with MYTV Broadcasting.

When MYTV launched, few Malaysians knew what Digital Terrestrial TV even meant.

But Friends changed that.

They took the brand to the people—literally.

Over 150 “MYTV Jelajah” roadshows took the campaign to towns, villages, and city corners across the country.

They didn’t wait for audiences to come to them.

They went out and met them, face to face.

This on-ground energy was matched with savvy digital execution, influencer tie-ins, and social media buzz.

What started as a foreign-sounding tech shift became a household name.

Friends helped build that bridge—one touchpoint, one connection at a time.

“Awareness is never enough,” says Shahrein.

“You must move people. Get them to act, to care, to trust.”

More Than Just a Team

Talk to anyone at Friends and they’ll say the same thing: this place feels different.

It’s not just about KPIs and pitches. It’s about people.

And it starts at the top. Shahrein isn’t just a Managing Director.

He’s a mentor. A cheerleader. A quiet force who knows every name in the room—and remembers birthdays too.

“Talent isn’t just about brilliance,” he shares.

“It’s about humility, discipline, and showing up every day with your heart in the work.”

He’s grown talent across generations.

Some stayed. Some flew. Yet they all carry a shared truth:

“With him, it’s never just about the job. It’s about the person behind it. That’s why even when people leave Friends, they never really leave.”

After more than 20 years, most agencies would slow down.

Friends isn’t most agencies.

Today, the agency is doubling down on digital, exploring sustainable branding, and expanding creative partnerships across ASEAN.

The hunger’s still there. So is the humility.

Because for Shahrein, it was never about being the biggest.

It was about being the most trusted.

“You don’t build reputation overnight,” he says.

“You build it with years of hard work, right decisions, and how you treat people when no one’s watching.”

And as AI and automation shift the creative world, his view is clear.

“AI will sharpen our tools, but it can never replace our values. Compassion. Ethics. Responsibility. Those are human choices. And they matter now more than ever.”

So what advice would he give to the next generation?

“Lead with purpose. Deliver with heart. Respect the grind.

And never forget your friends—they’ll take you further than ambition ever will.”