Astro appoints Publicis Malaysia as new media partner, reappoints Naga DDB Tribal as creative agency

Pay-TV operator Astro Malaysia (Astro), has concluded a comprehensive review of its marketing needs, announcing the appointment of two agencies-on-record (AOR) for its creative and media mandates, effective in 2026. The move aims to streamline marketing collaboration and enhance the company’s strategic capabilities across its various businesses.

Following a highly competitive pitch process that involved numerous leading agencies, Naga DDB Tribal was reappointed as Astro’s creative AOR. Simultaneously, Publicis Malaysia was selected as the Group's new media AOR. The extensive selection process, which was guided by rigorous, industry-aligned criteria and supported by Astro’s business and procurement teams, sought to identify partners capable of delivering fresh ideas and innovative market approaches.

Astro’s final decision hinged on the agencies’ ability to demonstrate long-term value through strategic alignment, innovation, and strong audience-centric solutions. According to the company, both Naga DDB Tribal and Publicis Malaysia showcased exceptional creativity in strategic thinking, idea generation, and media expertise, proposing a framework that emphasized long-term impact in addition to immediate return on investment (ROI).

Tai Kam Leong, Chief Sales and Marketing Officer, Astro: ''We are pleased to continue our journey with Naga DDB Tribal and welcome Publicis Malaysia as a new marketing partner. Both demonstrated a clear understanding of our strategic priorities and the capability to deliver impactful results, setting themselves apart in a strong field of contenders.''

Beyond the scope of the core creative and media AOR mandates, Astro reaffirmed its commitment to maintaining and expanding relationships with a diverse range of partners.

The company will continue working closely with all partners across its businesses to deliver clients’ content and media requirements through its dedicated divisions, Astro Media Solutions (AMS) and its digital marketing venture, KULT. Astro emphasized its ongoing willingness to engage in dialogue and collaboration with the wider industry as it continues to innovate within a dynamic and evolving media landscape.

www.astro.com

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