Dentsu Malaysia wins creative and social duties for 100PLUS

Dentsu Malaysia has expanded its remit with 100PLUS, taking on creative and social media responsibilities from October 2025. The move follows a competitive pitch and builds on dentsu’s existing role as media agency of record since late 2024.

With the addition of creative and social, dentsu will deliver an integrated brand experience for 100PLUS across paid, earned, and owned channels, aligning strategy, content, and media to strengthen consumer engagement.

Integrated approach to brand growth

Leong Wai Yin, Chief Marketing Officer, F&N Beverages Marketing: "100PLUS has always been about inspiring energy and refreshment in the everyday moments that matter. For that, we need a partner that is able to connect strategy, creativity, and technology in a way that keeps us ahead of our consumer expectations. Dentsu stood out with their sharp strategy, deep audience insights, and bold ideation. What excites us most is how their integrated solutions, spanning media, creativity, and social, will allow us to bring these ideas to life in a way that truly drives growth for 100PLUS in Malaysia."

Strengthening a long-term partnership

Audrey Chong, Chief Executive Officer, dentsu Malaysia: "100PLUS is a household name that inspires Malaysians to stay active, refreshed, and energized. Our role is to take that powerful legacy and translate it into modern consumer experiences. By extending our partnership, we can bring the best of our creative storytelling, social expertise, and data-driven media solutions to ensure 100PLUS continues to engage audiences in meaningful and relevant ways."

The expanded partnership reflects dentsu’s Media++ approach, which positions media at the centre of brand strategy and enhances it with creativity, data, and technology. This model aims to deliver integrated growth solutions that deepen engagement and support sustainable brand impact.

www.dentsu.com

www.100plusglobal.com

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