Naga DDB Tribal Malaysia retains Astro account, expands mandate to include sooka

With the conclusion of a highly competitive pitch process, Naga DDB Tribal Malaysia has retained its position as the creative agency-of-record for Astro Malaysia Holdings Berhad, marking the continuation of a 17-year partnership built on shared ambition, creativity, and transformation.

The appointment, which now expands to include sooka, Astro’s rapidly growing streaming platform, underscores the client’s confidence in Naga DDB Tribal’s ability to evolve alongside the brand and deliver integrated, culturally resonant solutions across Malaysia’s ever-changing media landscape.

“We are pleased to continue our journey with Naga DDB Tribal, as the team demonstrated a strong understanding of Astro’s strategic priorities and delivered creative solutions that matched our brand ambitions. By drawing on their deep knowledge of Astro and its products, they pushed creative boundaries in exciting ways. Their ability to balance smart insights with bold imagination left a lasting impression and reinforced their role as our trusted creative partner,” Tai Kam Leong, Chief Sales and Marketing Officer.

For Naga DDB Tribal, the reappointment represents both a reaffirmation of its longstanding partnership and an opportunity to help drive Astro’s next phase of growth, from broadcast and digital to new-generation platforms such as sooka.

Through sooka, Astro is connecting with a savvy and highly engaged digital-native audience, delivering bold content and experiences that extend Astro’s reach beyond traditional boundaries. Naga DDB Tribal’s expanded remit will encompass creative strategy and communications across both Astro and sooka, ensuring brand coherence while catering to distinct audience journeys.

Kristian Lee (pictured), Group Executive Director, The Foetus Group & Naga DDB Tribal, said: “Our 17-year partnership with Astro has been one of the most meaningful journeys in Naga’s history. The retention and growth of this mandate reaffirms not only our creative strength, but also our shared commitment to growth and reinvention. As Astro and sooka continue to evolve, we’re energised to build bigger, bolder, and greater things together.

“With that in mind, we would like to take this opportunity to express our gratitude to Astro’s marketing team for conducting a pitch process that was not only transparent and equitable, but one that allowed and truly encouraged the talent within the participating agencies involved to express their creativity and individuality to a large extent.

“On behalf of our agency, I also wish to extend our respect and admiration to all the other agencies who had participated in this pitch process. We engaged in this process fully acknowledging the strength of the competition and this served as an added impetus for Naga DDB Tribal to continue to push the bar even further in delivering positive results for our clientele.”

With this renewed and expanded partnership, Naga DDB Tribal aims to further strengthen its team, capabilities, and ways of working to meet Astro’s evolving needs. Lee added: “The reappointment sets a solid foundation for a strong start to 2026, as it continues to champion integrated creativity that connects brands and Malaysians in meaningful ways.”

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