CIMB Group has appointed Kuala Lumpur-based independent creative agency Chariot as a creative partner for the group’s brand team in Malaysia.
Chariot said in a release that its positioning as an independent agency “may exactly be what gave it the competitive edge” when tackling the first brief. The agency aims to build emotionally resonant and culturally grounded narratives for financial marketing through what it describes as an “unstandardized, scrappy approach.”
“This is a defining moment for Chariot and a testament to what independent agencies can achieve when a client values agility over legacy corporate structures,” said Adrian Cheah, Managing Director, Chariot.
“CIMB is an institution that moves at the speed of ASEAN’s ambitions. Because we are independent, we share that exact same entrepreneurial DNA. We understand the grit it takes to build something from the ground up in these markets. We aren’t looking to deliver safe, predictable banking ads; we are here to do the most audacious work of our careers by capturing how people in this region actually interact with wealth and progress.”
