Malaysian Book of Records builds digital presence with new agency partner

Malaysian Book of Records (MBR) has handed its web duties to digital agency C27. C27 is a digital enablement firm that works with brands such as Mcdonald’s, Netflix, Spotify, Permodalan Nasional Berhad, Touch N’ Go Digital and U-Mobile.

The agency will undertake the responsibility of creating a meaningful digital presence for MBR and consulting on a modern digital roadmap. MBR marketing director, Jwan Heah, said that C27 was selected due to its understanding of current trends, focus on performance, and proven capabilities in the digital sphere, which is what MBR is in dire need of.

According to MBR, appointing a renowned digital native creative agency is an unprecedented move in MBR’s 26-year history. “The appointment of C27 marks the beginning of MBR’s move to finally try and keep up with the times. It is our first small step to position ourselves along some of the biggest brands in Malaysia,” he added.

Fazil Fuad, CEO of C27, said that playing a part in the transformation of a 26-year-old national brand is an honour and a challenge. He added: “Our focus on delivery is to go beyond “effective” in the digital arena and to produce iconic and culturally relevant work.”

Lim Fei Xiang, C27’s business development director, also commented that MBR’s infant move into the digital and content era gives it a lot of room to explore creative ideas, yet it has to tread carefully to ensure its heritage is preserved.

C27’s appointment comes a year after MBR embarked on a transformative plan that aims to bring ‘The Book’ into the current era and ensure its continued relevance. In July last year, MBR refreshed its brand positioning to be more marketing-centric, instead of merely being a certification body. For 25 years, MBR has been the only official national record keeper and its team's only function was to process and research applications. However, due to the COVID-19 situation and the country’s lockdowns, MBR has put its transformative plans on the backburner. It was followed by GM Edward Sin's departure from his role a month later, in August 2020.

Separately, C27 managed to bag an undisclosed amount of investment from communications network Foetus International (FI) in March 2020. It joined the list of agencies under FI including Naga DDB Tribal, Milk PR, Vogue Point and Ampersand Advisory. 

Related articles:
No longer just a 'passive' brand, Malaysia Book of Records rejuvenates identity to be more marketing-centric
C27 bags funding from Foetus International, to focus on key hires and R&D
Malaysia Book of Records GM Edward Sin vacates role, replacement not yet named