Resorts World Genting, F&N, Hong Leong Assurance and ParkCity pick new creative agency

Resorts World Genting, food and beverage company F&N’s ready-to-drink and can milk categories, Hong Leong Assurance and property development company ParkCity have appointed independent creative agency Muma Malaysia as their new agency partner for various projects.

More specifically, Muma has been tasked with doing the branding and a fully integrated campaign for ParkCity.

Resorts World Genting also decided to work with Muma after seeing the potential of the 2023 Kancils’ Schoolers Kancils Real Brief Challenge submission where Muma was the mentor agency for a team of students from The One Academy, it said in a statement. 

Don't miss: Interview: Why Muma MY ditched convention and skipped AI in its latest campaign

The challenge was based on a real-life brief by Resorts World Genting which decided to work with Muma Malaysia to further develop and execute the creative idea.

Muma also worked on a financial services project for Hong Leong Assurance for their app and an ad campaign

“Muma broke away from the usual category cliché and surprised us with their innovative and unique idea for our app and supporting ad campaign,” said Geoffrey Looi, head of insurtech at Hong Leong Assurance.

“Their out-of-the-box approach does not just cover creative ideas but also provides solutions for the client which is what makes them a much-valued strategic partner,” he explained.

“We strive to push boundaries and deliver unique, clutter-breaking creative works based on strong consumer and cultural insights for all our clients,” said Muma co-founder and creative partner, Choo Chee Wee.

“It is an honour to be given the opportunity to work with such big names including heritage brands such as F&N that we grew up with, and can bring our creative input into,” added partner and managing director of Muma, Pang Li Li.

“At Muma, we are invested in supporting companies through their growth and transformation journeys. Our clients have entrusted us with their brands, and we fully intend to deliver impactful campaigns that will meet their needs and help their brand and business grow,” she said.

As Muma Malaysia aims to go against convention in its campaigns, the agency recently decided to ditch AI and go back to basics with its campaign for premium beverage brand Bajo Active

The campaign, titled 'Find your mojo, find your Bajo', looked to connect with Gen Zs by recognising the unique challenges faced by the generation in today's world as they navigate a complex societal landscape while facing demanding pressures.

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