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“We were like a Scurry of Caffeinated Squirrels Running In All Directions.” SPOTLIGHT: Jarrod Reginald, Co-Founder & Executive Creative Director, The Chariot Agency
From Punk to Powerhouse: The Unconventional Journey of Jarrod Reginald
Legend has it that in the heart of Petaling Jaya, a teenage punk with zero direction stumbled into the advertising world.
Today, that same punk, Jarrod Reginald, is a Co-Founder and Executive Creative Director of The Chariot Agency, which is affiliated to Naga DDB Tribal, both of which are owned by the Foetus Group.
But how did he get there?
Buckle up, because this journey is anything but conventional.
The Serendipitous Encounter That Changed Everything
Picture this: It’s the early 2000s, and 17-year-old Jarrod is clueless about his future.
Enter a family friend’s mother – “the epitome of cool” – who offers to fund his college education and gives him his first advertising gig.
One day, while picking up a semester cheque from her office, she reminded Jarrod, “After you graduate, come see me.”
He had no idea what she did, but admired her style—smoking in the office, fancy lunches, and wearing whatever she wanted.
“I wasn’t the star in group projects and my lecturer once told me I’d never be an Art Director if I couldn’t draw,” he lamented.
From Spray Mount Artist to Superstar: The Climb to the Top
Jarrod’s early days were far from glamorous as an F.A. Artist at Adsell Advertising.
“I experienced the tail end of the old advertising world: spray mount rooms, portfolio bags for presentations, and scanning images from books to compose pictures. Designers used CDs to pull graphics, and we ran a black-and-white printer to test newsprints. “
“Media buyers planned campaigns right next to us. I mainly did adaptation work, sitting in on brainstorming sessions, but I never quite grasped what an idea was—only how to execute them, badly.”
In September 2006, the Malaysia Airlines account moved to Publicis, and Adsell was outsourced to complete the Finished Artworks.
“I assisted the Creative Director, Kamal Gangaram, on everything he needed for the account.”
“I took my portfolio, filled with adaptation sizes of various ads, for an interview with O & M’s ECD, Daniel Comar. “
He glanced at it, sipped his tea, and said, “You belong in the studio.”
I had no idea what he meant by the “studio.” I thought, “Wow, Ogilvy has a studio? Amazing!”
Bluntly, they were looking for people with big ideas, something Jarrod didn’t comprehend at that time.
“I went to designing anti-fungal shelf talkers and resigned to a life of inhaling spray mount fumes.”
Eight months later, Kamal Gangaram managed to convince Daniel to give Jarrod another opportunity.
The Ogilvy Transformation: When a Punk Meets Madison Avenue
Walking into Ogilvy & Mather Malaysia was like “Alice tumbling into Wonderland” for Jarrod.
Despite an initially underwhelming portfolio, ECD Daniel saw potential.
Under the mentorship of industry giants like Gavin Simpson, Jarrod’s creativity exploded. This wasn’t just a job anymore; it was a calling.
“After 6 years and 10 months at Ogilvy, I shifted gears to Ogilvy’s activation arm, Ogilvy Action, where I got my crash course in shopper marketing. Around this time, WPP was stirring up its Alphabet Soup Mergers, blending Ogilvy Action with G2 (Grey’s Activation Agency) to form Geometry Global. “
“In the weeks leading up to the merger, there were friendly meet-ups between the two companies. During one of these, I was having a smoke in the stairwell when a guy asked me for a lighter. That guy was Adrian Cheah. We became close friends over lok-lok feasts and worked together at BBDO and later at Reprise.”
The Birth of a Rebel Agency: When Pandemic Lemons Make Creative Lemonade
Fast forward to 2020.
While the world was locking down, Jarrod and his longtime friend Adrian Cheah were dreaming up beyond the lok-lok feasts.
The result? The Chariot Agency.
Their core business? “To revolutionise the world of buntings and brochures!” Jarrod jokes.
Little did they know, buntings and brochures would be the least of their worries.
Chaos, Caffeine, and Creativity: The Early Days of Chariot
“When we first launched, we were like a scurry of caffeinated squirrels running in all directions,” Jarrod candidly shares.
Starting an agency during a pandemic? Not for the faint-hearted.
But they persevered, developing a unique philosophy: “People, Work, Clients—in that order.”
The Silent Mantra: Why Diversity Isn’t Just a Buzzword at Chariot
At Chariot, you’re as likely to bump into a rapper or gamer as you are an art director.
“We started bringing in a vibrant mix of creatives—rappers, comedians, cosplayers, game designers, you name it!” Jarrod enthuses.
This eclectic mix isn’t just for show; it’s the cornerstone of their creative ecosystem.
Work-Life Balance or Else: The Unconventional Policies Shaking Up the Industry
No Monday meetings? Check.
No after-hours communication? Double-check.
At Chariot, employee welfare isn’t just talk.
“We now encourage our team to communicate openly within and between departments to find a rhythm that suits their individual needs,” Jarrod explains.
It’s not just about making great ads; it’s about making a great place to work.
Beyond the Boardroom: The Side Hustles That Keep Creativity Flowing
Jarrod’s pursuits extend far beyond agency walls.
From selling hotdogs at music festivals to launching the “Don’t Skip The Ad” podcast, his entrepreneurial spirit knows no bounds.
For Jarrod, these aren’t distractions – they’re fuel for the creative fire.
The Entrepreneur’s Mindset: Solving Problems, Not Just Making Pretty Pictures
“I discovered this mindset later in my advertising career,” Jarrod explains.
“Having an entrepreneurial mindset helps solve clients’ problems faster.”
In a world obsessed with the latest trends, Jarrod advocates for focusing on timeless human behaviour.
“Trends die. Advertising can never stay ahead of trends. Always stay true to human behaviour and you’ll always be relevant.”
The Future Is Chariot: Building a Legacy of Belonging
Looking ahead, Jarrod’s vision for Chariot is clear: “I want Chariot to always be a place where creatives, account managers, and planners feel like they truly belong—a company that values and respects their contributions.”
The Punk’s Parting Shot: Why Awards Aren’t Everything (But They’re Still Pretty Cool)
While Jarrod acknowledges the importance of industry accolades like Cannes Lions and D&AD, he measures success differently.
“The true measure of success lies not just in the awards but in the ability to attract like-minded creatives and clients who believe in our vision,” he says.
As Jarrod continues to push boundaries and redefine what an advertising agency can be, one thing is certain: the journey from punk to powerhouse is far from over.
With his unique blend of creativity, entrepreneurship, and authenticity, Jarrod Reginald isn’t just shaping campaigns—he’s shaping the future of Malaysian advertising.
He stands as a testament to the power of embracing change, staying true to oneself, and never forgetting where you came from – even if where you came from was a punk scene in PJ.
As The Chariot Agency continues to make strides, one thing’s for sure: this is one punk who’s here to stay, and he’s bringing a whole new rhythm to the advertising world which is best summed up in his answer to the following question:
Which campaign or work are you most proud of, and why?
The Chariot. Adrian and I didn’t create an agency, we created a brand.
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