How The SHOUT GROUP Won 8 Clients in One Month
Malaysian agency SHOUT GROUP secured Malaysia Airlines, Hyundai, and six other clients in January 2026. Analysis of the pitch wins and what local ownership means for growth.
The SHOUT GROUP, a fully Malaysian-owned advertising group, has secured eight new client accounts in early 2026, including national carrier Malaysia Airlines and automotive brand Hyundai. The wins span aviation, automotive, consumer goods, and industrial sectors.
Creative Mandates Span Multiple Industries
Malaysia Airlines represents the most significant appointment, selecting The SHOUT GROUP for its agency panel on a year-long contract. The remit involves developing campaigns across multiple Asian markets and beyond, marking the agency's first aviation sector mandate.
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The group also won creative duties for Hyundai through Innocean Worldwide Malaysia, producing advertising materials for the Malaysian market. In the consumer goods category, Carlsberg Malaysia appointed the agency for its premium 1664 beer brand, while Mayora Malaysia engaged them for Roma biscuits campaigns.
Six of the eight wins resulted from competitive pitches. Two clients, SIKA Malaysia (a building products company) and Pecca Group (automotive upholstery), appointed the agency directly without formal pitch processes.
The SHOUT GROUP operates through two agency brands: SHOUT, also known as FCB SHOUT, and Ignite. Both contributed to the January account wins. Work has already commenced across all accounts, with several launches scheduled for the coming months.
Consumer Goods Portfolio Expands Substantially
The agency's consumer goods roster grew with three major additions. Lactalis engaged The SHOUT GROUP for major assignments across its Lactel and QBB brands in Malaysia. Tomei Group, a jewelry retailer, also joined the client list after a competitive pitch.
These wins complement existing consumer brand relationships with PepsiCo, Domino's, and Guardian. The concentration of consumer goods clients reflects growing demand for locally resonant creative work in Malaysia's advertising market, which reached 9.5 billion ringgit (approximately US$2.1 billion) in 2025, growing at 6.4% year over year.
Contract durations vary among the new accounts. Some are set for one year, while others remain ongoing. The remit covers full creative duties, with activation concepts included for select brands like 1664 and Pecca.
Local Ownership Drives Growth Momentum
Shaun Tay, co-owner and CEO of The SHOUT GROUP, attributed the momentum to organizational flexibility. "Change offers a multitude of opportunities, and The SHOUT GROUP is well built to take advantage of them," Tay said. "We go again in 2026."
The agency has operated under local Malaysian ownership for eight years. Tay credited client trust and the agency's team for driving growth in a market where digital advertising now dominates 78% of total spending.
The January wins follow recent creative recognition for The SHOUT GROUP. In 2025, the agency won the Grand Prix at the Malaysian Digital Association's D Awards. The group's existing client base includes financial services provider RHB Bank, home improvement retailer MR D.I.Y, and property developer EcoWorld.
The SHOUT GROUP's January performance occurs as Asia-Pacific's advertising market is projected to reach US$376.4 billion in 2026, representing 5.4% year-over-year growth. Malaysia's market continues shifting toward digital formats, with social media advertising growing 11.4% in 2025.
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