Safi looks to empower hijabi gamers with new campaign

Beauty brand Safi Shayla (Safi) is challenging stereotypes and championing female empowerment with its new ‘Sembur, Play, Slay!’ campaign. ‘Sembur’ is Bahasa for the word ‘Spray’. The campaign celebrates the release of Safi parfum mist rambut (perfumed hair mist) and features hijab-wearing female gamers in a TV commercial, in-store point-of-sales materials, and social media postings.

THE WORK 2023 CONTENDERS: MBCS

Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2023 Contenders… View them here

MBCS Malaysia announces new key leadership through ‘Creative Leadership Council’

Kuala Lumpur, Malaysia – IPG Mediabrands’ Mediabrands Content Studio (MBCS) has announced new key leadership changes in Malaysia through its ‘Creative Leadership Council’. Andrew Shee has been appointed as executive creative director of MBCS. The 19-year creative veteran joins the agency from his eight-year stint in China, where he was awarded a multitude of accolades. He was most recently a senior

ZURICH MALAYSIA EMBRACES FAMILY TOGETHERNESS BY CELEBRATING ‘THE RETURN’ VIA MBCS THIS RAYA

Mediabrands Content Studio (MBCS), the media-fuelled creative content practice within the IPG Mediabrands network, has released a new film for Zurich Malaysia to commemorate the upcoming Raya celebrations. The film titled ‘Kepulangan’, meaning ‘The Return’, centres around Zurich’s Raya theme of embracing togetherness. The film tells the story of Zyra and her in-laws as they

Mediabrands Content Studio bolsters senior creative team

Mediabrands Content Studio (MBCS) has expanded its senior creative team with appointments to the newly created roles of general manager and group creative director. Joining as general manager, Marshall Campbell’s remit will focus on senior strategic advice and client service leadership, while group creative director, Luke Simkins, will be responsible for creative direction and leadership

Initiative retains Jemena media account

Initiative, following a hotly contested pitch, has retained the media business for energy networks owner Jemena Limited. The win extends a 10-year relationship with the brand. The group’s remit has also been expanded with Mediabrands Content Studio (MBCS) being awarded Jemena’s creative account. Initiative’s responsibilities include all national and local broadcast media buying, print, outdoor, radio,

MBCS COLLABORATES WITH CONTENT CREATOR JENN CHIA FOR LISTERINE’S CHINESE NEW YEAR CAMPAIGN

Mediabrands Content Studio (MBCS), the media-fuelled creative content practice within the IPG Mediabrands network, has collaborated with well-known social media content creator Jenn Chia (soimjenn), to launch Listerine Malaysia’s new Chinese New Year (CNY) campaign. The #SwishAwaySuay campaign aims to swish away bad luck – ‘suay’, translating to bad luck in the Hokkien dialect –

Viewers to taste winning Masterchef dish thanks to Deliveroo and Mediabrands Content Studio

Food delivery company Deliveroo has partnered with Masterchef Australia and Mediabrands Content Studio to deliver an Australian first for customers wanting to experience a MasterChef dish at home. The integrated campaign will see Deliveroo deliver 21,504 mini ‘Bacon Me Go Nuts’ Choc-Tops inspired by last night’s episode of Masterchef Australia, as a part of Deliveroo’s

I Wish I’d Done That: Trent Peppercorn, Head of Growth & Creative Services, MBCS

Since the early 1980s, Absolut has had a long-standing affinity with, and relationship to, equality – particularly when it comes to LGBTQI Aussies. On February 19, 2019, Absolut announced the launch of Absolut Love: a celebration of the historic YES vote for Australian marriage equality. To bring Absolut Love to life in an authentic way,

Mediabrands Content Studio Appoints Alfonso Marian Global CEO and Chief Creative Officer

Mediabrands Content Studio (MBCS) has named Alfonso Marian Global Chief Executive Officer and Chief Creative Officer working with Chief Content Officer Brendan Gaul. Marian joins MBCS from Ogilvy, where he spent the last three years as Chairman of Ogilvy Spain. He also previously served as Ogilvy’s Co-Chief Creative Officer in New York. MBCS will support