MBCS, the media-driven creative content practice within the IPG Mediabrands network, has been honored with the Agency of the Year title at the Malaysia Effie Awards 2025. Fellow IPG Mediabrands agencies, Initiative and Universal McCann, also delivered strong performances, securing the 7th and 8th positions respectively. Collectively, the network walked away with 4 Silver, 7 Bronze, and 4 Finalist Awards, underscoring their consistent creative excellence and impact across campaigns.
“The Effie Agency of the Year isn’t just a trophy; it’s a symbol of our relentless pursuit to redefine the game, alongside great partners that push us for excellence. Our intent has always been about creating work that matters, and the team have dared to be braver and bolder, with laser focus to deliver unparalleled impact. This is validation of that purpose, and I am truly honoured and humbled at this achievement,” said Stanley Clement, Chief Executive Officer of MBCS & Ensemble.
Kevin Le, Executive Creative Director, added, “This was an epic win for the team. For us, it’s never been about volume, but about the resonance. We’re driven to create work that doesn’t just win awards, but moves the needle, sparks change, and leaves a lasting legacy. Here’s to overcoming business problems with the powerful alchemy of smart insights and fearless creativity.”
The agencies earned recognition for their outstanding campaigns for Safi (Wipro Unza), Mattel, and U Mobile. Silver awards were presented for Influencer Marketing with Safi’s “Cracking the Secret Language: Ketibas, Ketibus, Ketitam”, for Retail and Small Budget Products with Mattel’s #PuasaPlay, and for Youth Marketing Services with U Mobile’s “From Data to Drip”.
“Underpinning this, a special acknowledgement goes out to our IPG Mediabrands network agencies Initiative, Kinesso and Universal McCann. Their strong team play in driving integrative efforts was integral in helping us win collectively. I am deeply grateful for this interconnected collaboration that has helped us reach this pinnacle of success.”
