Bold Ideas, Bigger Impact: From Awards to Brand Revamps

We’re always diving down the rabbit hole of bold ideas, sparking creativity that moves people and brands alike. From groundbreaking launches to nationwide movements, here’s a look at the stories, wins, and waves we’ve been making.

Asia’s Best? Confirmed.

Mad Hat Asia has officially been named one of Provoke Media’s 36 Best Agencies.

Hyundai Hits Penang

The Hyundai Mobility Experience rolled into Queensbay Mall, Penang, bringing with it shiny rides, electrifying test drives, and next-gen innovations. With some of Penang’s coolest creators sparking chatter, car lovers and shoppers got hands-on with the future of mobility.

Ryt Bank Makes Merdeka History

Banking, but with an AI twist. Ryt Bank, proudly Malaysian and backed by YTL and Sea Limited, became the world’s first AI-powered bank. From secret #IYKYK codes to nationwide conversations, the launch sparked buzz while redefining what the future of banking could look

Kindness, Multiplied with Tropicana Twister

This Ramadan, kindness got a glow-up. Tropicana Twister’s “Gandakan Kebaikan” campaign blossomed into 13,000 acts of kindness nationwide. With RM200,000 in care packs reaching 5,000 families, the movement proved how small gestures can multiply into nationwide impact.

Stories that Stick

Our very own Joe Kwan brought the Human Impact Stories Masterclass to life, guiding brands on crafting storytelling that resonates—across tone, platform, and audience.

Future-Proofing ASEAN with Google.org

Mad Hat Asia partnered with the ASEAN Foundation and Google.org on AI Class ASEAN, helping equip 5.5 million learners with essential digital skills. The mission? To future-proof ASEAN with safe, inclusive, and empowering tech knowledge.

Let’s build stories that resonate and connect. Reach out at hatters@madhat.asia.

Mad Hat Asia Among PRovoke Media’s 36 Best Agencies in Asia

Yoooo, we did it! PRovoke Media just dropped their list of the 36 Best Agencies in Asia and  Mad Hat Asia among the list! 🔥

From global networks like Edelman, Ogilvy, Weber Shandwick, and Burson, to powerhouse independents like Mutant, Rice, and Vero, this list is packed with some of the most iconic names in the biz. To be mentioned alongside them? Honestly, super honored and pumped.

Big shoutout to all 36 agencies who made the list - y’all inspire us and keep raising the game.

👉 Read the full article and explore the full list here

Let’s Talk

Is your brand ready to face the unexpected?

We prepare for and navigate crises with confidence.

Get in touch with us today: hatters@madhat.asia 

Building AI Literacy Across ASEAN: Mad Hat at the ASEAN Foundation’s Regional Policy Convening

Impact happens where people and policy connect. Mad Hat Asia was part of the ASEAN Foundation’s 2nd Regional Policy Convening of AI Ready ASEAN, supported by Google.org, in Kuala Lumpur (12–13 August 2025).

Enabling Mad Impact

AI shouldn’t just live in policy papers or tech labs - it needs to be human, relatable, and for everyone. That’s why this convening mattered: bringing together policymakers, educators, youth leaders, and AI experts to launch AI Class ASEAN, a free e-learning platform set to equip 5.5 million learners with essential AI and digital skills across Southeast Asia.

Hands On Learning

Together with partners, we shaped how the initiative was experienced. We supported the Masterclass on Human Impact Stories, creating space for participants to reflect, refine, and reframe how they communicate impact. Through hands-on learning and collaborative feedback, we helped partners explore how tone, platform, and audience can transform storytelling.

We also worked closely with the ASEAN Foundation team to ensure the story reached beyond the room by inviting media to the press conference, amplifying the initiative’s launch to wider audiences across the region.

Making A Difference

AI literacy isn’t only about technology. It’s about people, students, educators, parents, and communities understanding how AI can shape their futures. By putting human stories at the forefront, we made sure this convening wasn’t just policy talk, but a platform that connected vision to everyday life.

For Mad Hat Asia, it was an opportunity to do what we do best: bring big ideas closer to people through storytelling, engagement, and media amplification.

Together with the ASEAN Foundation and Google.org, we’re helping shape an AI-ready ASEAN where stories power the future of technology.

Let’s build stories that resonate and connect. Reach out at hatters@madhat.asia.

MH in the Media: Mad Hat Asia Leads Café Mesra’s First Digital Leap

Making headlines again! We’re thrilled to be featured for our latest appointment as Café Mesra’s agency partner, leading the brand’s very first digital and PR push in Malaysia.

As a homegrown F&B brand born during the pandemic, Café Mesra had never partnered with an agency before. Over the next 12 months, we will be steering the brand’s digital presence across Instagram, Facebook, and TikTok, bringing to life its community-first spirit through:

✨ Trend-led TikTok content

☕ Stories that spotlight barista-quality coffee and fresh pastries

🎯 Integrated campaigns, starting with a nationwide price reduction initiative

This collaboration is rooted in bold storytelling and real, relatable content — everything we love doing here at Mad Hat.

“We thrive when we work with client partners who are all in on creating real, relatable and resonant connections  and who aren’t afraid to show up with heart and a huge dose of humour.” – Kim Chew, Social Media Lead, Mad Hat Asia

Want the full scoop?

Read the full article here: 👉 https://www.marketing-interactive.com/cafe-mesra-appoints-agency-for-first-digital-and-pr-push-in-malaysia 

Let’s build something bold together.

📩 hatters@madhat.asia

Hyundai Malaysia x Mad Hat Asia

As seen on Marketing Interactive - we’re in for a wild ride! 🚘✨

Taking the wheel with Hyundai Motor Malaysia - Mad Hat Asia will be driving PR and communications from May 2025 to April 2026, alongside Innocean Worldwide Malaysia.

In this 12-month retainer, our role will span strategic PR, media relations, influencer engagement, content development, campaign management, press office support, creative press kit ideation, and media outreach, all aimed at bringing Hyundai’s vision closer to Malaysian drivers.

Hyun Deok, CEO of Innocean Malaysia, remarked:

“Mad Hat stood out to us for their ability to reframe automotive communications in a way that feels modern, lifestyle-driven and relevant to the Malaysian market. They bring strategic discipline with a flair for storytelling…”

Rubini Maruthian, Country Lead (Malaysia) at Mad Hat Asia, added:

“Winning Hyundai Malaysia is an exciting milestone for us. It’s a brand that’s constantly pushing boundaries - from innovation to design - and we’re here to translate that into stories worth telling.”

With exciting media engagements and campaign moments lined up through the year, it’s going to be an adventure worth watching.

🔗Click here to read the full article on Marketing Interactive

Ping Us Anytime

Your brand’s next big moment? We’re ready to hype it up.

📩 hatters@madhat.asia

Ryt Bank on BFM 89.9: Leading the Conversation on AI-Powered Banking

We’re proud to have supported Ryt Bank in their recent feature on BFM 89.9’s The Breakfast Grille, Malaysia’s leading business and current affairs programme.

In a conversation hosted by Philip See, Ryt Bank CEO Melvin Ooi discussed the future of digital banking, financial inclusion, and how Ryt Bank is setting a new benchmark as the world’s first advanced AI-powered bank.

From Innovation to Inclusion: A New Banking Era

The interview spotlighted how Ryt Bank is redefining what banking can be — faster, easier, and more secure, while staying deeply focused on people-centric innovation.

Melvin unpacked how Ryt Bank’s AI-powered ecosystem is built around:

• Speed & Simplicity: Super-fast onboarding and seamless transactions, all from your mobile.

• AI-Led Personalisation: From intuitive interfaces to personalised financial insights, powered by Ryt AI.

• Security & Trust: Biometric face-matching, real-time fraud detection, and up to RM250,000 PIDM protection.
  

Inclusivity & Shared Progress: Fostering collaboration through group-based financial goals.


Mad Hat’s Role

We partnered with Ryt Bank to shape the interview strategy and messaging, ensuring clarity, confidence, and alignment with their “Banking Done Right” promise. From media prep to narrative development, we helped Ryt Bank position itself as a category leader in digital banking innovation.

What’s Next?

As Melvin hinted on air, Ryt Bank is gearing up for launch, with early access coming soon. The buzz from BFM helped build anticipation while reinforcing Ryt Bank’s role as a trusted, future-ready financial partner.

Your brand has a story worth telling. We’ll make sure the right people hear it. Reach out to hatters@madhat.asia

Creativity That Connects: Awards, Breakthroughs & Big Brand Moments

When bold ideas meet brave clients and a team that’s all in, great things happen. Here’s a look at some recent highlights — from industry recognition, client success, and content that delivers.

From taking home major titles at the 2025 Agency of the Year (AOTY) and MARKies Awards across Singapore and Malaysia, to building real momentum with brands like SOFY, here’s a peek at what’s been brewing behind the scenes.

🏆 Recognition That Matters

At the 2025 Agency of the Year (AOTY) and MARKies Awards across Singapore and Malaysia, we were proud to receive 16 nominations — and even prouder to take home several big wins:

• Boutique Agency of the Year

• Public Relations Agency of the Year

• Agency Team of the Year

In the creative space, our Listerine Social Commerce campaign clinched the Most Creative – Social Commerce award at the MARKies, further affirming our belief in ideas that blend strategy and storytelling seamlessly.

Big love to the clients who trusted us, and the team who brought these ideas to life.

✨Brand in Focus: SOFY

The brief: Make SOFY, a feminine hygiene brand, stand out with Gen Z.

Our solution: Tap into authenticity. Create content that reflects the realities of young women today. Be bold, be real, and never awkward about periods.

By speaking Gen Z’s language — with humour, empathy, and unfiltered storytelling — we built a brand voice that resonated. And the numbers? They backed us up:

• 50% growth in Instagram followers

• 200% TikTok growth

• 2.2M+ people reached

• 12,000+ engagements generated

That’s what happens when creative meets culture — and strategy leads the way.

If you’ve got a brief, big or small and you're ready to make your brand stand out, let's talk. Whether it’s a full-fledged campaign, social-first storytelling, or just an idea you're not sure what to do with, we’re always game.

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Drop us a line at hatters@madhat.asia — we’d love to hear from you.

MH in the Media: Breaking Bias, One Safe Space At A Time

We’re proud to share that our Finance, Admin, and Talent Manager, Alyssa Chi has been featured in Human Resources Online, spotlighting how Mad Hat is driving action on gender equity and inclusion in the workplace.

Voices That Matter, From Day One
At Mad Hat, we believe every voice deserves to be heard but creating space for that isn’t always automatic. In the article, Alyssa shares how our open culture still needs structure to make room for new perspectives, especially from fresh faces and newly promoted team members. 

That’s why we introduced a 90-day buddy system and one-on-one HR lean-in initiatives that create a safe space for Hatters to ease in, open up, and speak out. It’s about listening better, adapting faster, and making sure no good idea gets lost in silence.

Real Talk, Real Change
We’re constantly learning what it takes to build an inclusive, equitable space where everyone can thrive and that work starts within.

Big thanks to Human Resources Online for highlighting our approach in their feature. We’re honoured to be part of the wider conversation around workplace equity and are committed to making progress with heart, not just headlines.

Read the full article here:
https://www.humanresourcesonline.net/8-leaders-talk-about-breaking-bias-and-driving-action-on-gender-equity

Want to Work with 小红书 (Xiaohongshu) Creators? Here’s What You Need to Know

Thinking about collaborating with creators on Xiaohongshu (also known as 小红书 or XHS), but not sure how to reach them?

Here’s the catch:
You can’t message creators through the XHS website.
That’s not a bug - it’s just how the platform works.

To connect with creators, you’ll need to use the XHS mobile app. That’s where everything happens.

Step Away From the Laptop and Into the App

Unlike other platforms, XHS is content-first. Creators don’t wait for messages - they discover opportunities through posts.

Think of it less like direct outreach, and more like putting up a digital signboard inviting collaboration. You make the first move, and creators come to you.

How to Attract XHS Creators (The Mad Hat Asia Way)

1. Download the XHS app
   The web version doesn’t support DMs, so the app is essential.
   

2. Create a 'Call for Collaboration' post
   Share a short and clear introduction to what your brand is offering. It could be:

• An event

• A product tasting

• A brand campaign or soft launch
  

3. Include key information

• The country you're based in (using your country flag helps signal location)

• What you’re offering and what the creator will gain

• Collaboration details: required follower count, whether it’s paid or unpaid
  

4. Use the right hashtags
   Hashtags are how creators find your post. Use location- and topic-specific tags like:

• #新加坡博主 (Singapore creators)

• #新加坡探店 (Singapore tasting invites)
  

5. Post your content using the right format

• Open the app

• Tap the + icon on the home screen

• Choose 文字配图 (Text + Image)

• Write your post and publish

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Tips for Better Reach

• Try posting at different times of day to improve visibility

• Use high-quality, visually engaging images

Keep the tone conversational and friendly
Aim for: “We’re looking to collaborate — interested?” rather than a formal brief

Mad Hat in the Media: Spicing Things Up with Ayam Brand!

We’re grateful and excited to share that Ayam Brand® has appointed Mad Hat Asia as their PR agency in Malaysia. Thank you to Marketing Interactive for featuring this news in their latest article — it’s an honour to be part of Ayam Brand’s next chapter.

Stirring Up Something New with Ayam Brand

Ayam Brand has long been a staple in Malaysian households (and pantries), with over 130 years of heritage under its belt. From chili tuna to coconut milk, it’s a brand that brings both nostalgia and innovation to the table. We’re beyond excited to help Ayam Brand evolve its story and keep it top of mind for a new generation of consumers.

As featured in Marketing Interactive’s article “Ayam Brand picks new PR agency”, we’ll be supporting the brand’s PR strategy, shaping narratives that blend tradition, taste, and modern relevance.

PR With Flavour (and Purpose)

This partnership is very meaningful for us — not only because Ayam Brand is one of the country’s most trusted names, but also because their commitment to healthy, preservative-free food aligns with values we love to champion.

We’re already cooking up bold PR plans, creative outreach, and media engagement that’ll bring Ayam Brand closer to hearts, homes, and headlines.

Stay tuned for more spice, more sizzle, and more stories worth telling.

This is just the beginning. 🍍🐟✨

Read the full article here:

Marketing Interactive – Ayam Brand picks new PR agency

Mad Hat Asia's Winning Streak: From Awards to Brand Revamps!

Mad Hat Asia is on a roll! From securing a hat-trick of wins at the MARKies Awards to orchestrating a dazzling World Christmas Market campaign, and clinching new clients, it’s been a season brimming with bold ideas, brilliant execution, and big results. We’re thrilled to share a peek into the magic happening within our rabbit hole.

Sleigh-ing the Competition at the MARKies Awards!

Our campaign for the World Christmas Market 2024 truly sleigh-ed the competition at Marketing-Interactive's MARKies. We were honored to be nominated for three awards in hotly-contested categories and are proud to announce we walked away with:

• Bronze for Most Effective Use - Events (Physical / Virtual)

• Silver for Most Effective Use - Launch / Re-Launch
  

Beyond the accolades, the campaign secured over SGD4 million in PR Value across 500 pieces of coverage, driving a fantastic footfall of almost 150,000 over 21 days! This was a testament to our team's strategic thinking and flawless execution.

Pipin' Hot Wins: Expanding the Mad Hat Fam!

Our winning streak extends to new partnerships, with Mad Hat Asia scoring a hat-trick of new additions to our client roster:

• From Bel Groupe’s 6-month KOL engagement, to the return of Cosford Container Park, and now the upcoming launch of DSM-Firmenich’s SG60 fragrance — Mad Hat Asia is serving bold ideas, big flavor, and even bigger impact.

We are incredibly grateful for the dedication and creativity of our dream teams in making these achievements possible!

Humanising Brands Done Right: The HBO Max Story

One of our standout projects involved helping HBO Max navigate brand confusion after four rebrands. Instead of hiding from the inevitable, we embraced it with humour and self-deprecating wit.

As Reengeeta highlighted in Marketing Interactive: social done right shows you're human. And nothing's worse online than fear—except maybe ignoring a good meme. This campaign perfectly showcased our ability to connect with audiences authentically and turn potential challenges into engaging opportunities.

World Christmas Market: A Holiday Extravaganza

From 5 to 25 December 2024, the World Christmas Market Singapore was a true holiday extravaganza at Marina Bay. This event ushered in a new era of festive celebrations, where cultures converged, traditions were celebrated, and lasting memories were created.

The market garnered notable coverage across an array of tier 1 dailies, broadcast (both TV and radio), and lifestyle publications, including:

• The Straits Times

• 8world

• AsiaOne

• Channel 8 News

• CNA

• Channel 5 News

• CNA938

• Mothership

• Yahoo Singapore

• Tatler Singapore

• The Smart Local

• Eatbook

• Sethlui.com

And many more!

This broad coverage underscores the market's significant impact and our team's expertise in generating widespread media attention.

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Ready to make your brand's next big splash? Whether you're aiming for award-winning campaigns or simply want to connect with your audience in a fresh way, we've got the expertise. Come chat with Mad Hat Asia and let's craft your next success story!

Raya with M.A.D Kindness: A Celebration of Community and Compassion

At Mad Hat Asia, we believe in doing work that’s bold, meaningful, and kind. Through our M.A.D (Make A Difference) initiative, we look beyond campaigns and clients to support causes that uplift communities and inspire change.

This Raya, we embraced the spirit of giving by joining hands with the Autism Cafe Project (ACP) to create a heartfelt celebration for children from Pertubuhan Kebajikan dan Bimbingan At-Taqwa - a moment of joy, togetherness, and purpose.

The Heart of It: Why We M.A.D

Our M.A.D initiatives are grounded in a simple belief: creativity has the power to do good. For this initiative, our goal was to support and spotlight the Autism Cafe Project - a social enterprise that empowers the autistic community through inclusive training and employment opportunities.

As part of this collaboration, ACP also proposed hosting a special Raya celebration with children from the home and we were more than happy to come on board to help make the day memorable.

Partners in Purpose: Collaborating with ACP

One of the most meaningful moments of this initiative was hearing directly from Adli Yahya, the founder of the Autism Cafe Project. His story of starting ACP as a determined father to create a better future for his son and others on the spectrum was a powerful reminder of the change that can happen when purpose meets action.

Image Credit : Sinar Harian

Set during the Raya season at the Autism Cafe Project venue, this celebration was more than just a festive meal. It was about connection between communities, generations, and people with shared purpose.

To support the initiative, we reached out to our network to help amplify the cause and were grateful to have local singer-songwriter and composer Nabilah Musa join us. Her presence brought a warm, genuine energy to the celebration as she engaged with the children and connected with the team behind ACP’s mission. By sharing her experience on social media, she helped extend the impact far beyond the event - raising awareness, sparking meaningful conversations, and encouraging her audience to support inclusive initiatives like ACP.

Bringing It All to Life

In true Mad Hat spirit, the team came together to help with everything from event prep to hands-on volunteering. From cooking and baking to setting up and spending time with the children, we rolled up our sleeves and poured our hearts into every detail.

It wasn’t about numbers or metrics, it was about creating real connections. The laughter, the warm conversations, the energy in the room, it was a celebration in every sense of the word.

A Celebration to Remember

Looking Ahead: Let’s Keep Making a Difference

We’re grateful to the Autism Cafe Project for welcoming us into their space and allowing us to support their mission. The warmth and positivity from this collaboration have left a lasting impression on all of us at Mad Hat and ACP has expressed interest in future partnerships too.

At Mad Hat, we believe making a difference doesn’t always require big campaigns, it can begin with showing up, caring deeply, and creating meaningful connections. That’s the heart behind our M.A.D initiatives.

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If you're passionate about a cause or would like to collaborate on something meaningful, let’s chat. Together, we can M.A.D.