Naga DDB Tribal named Agency of the Year at the 2025 Kancil Awards

Naga DDB Tribal has been named Agency of the Year 2025 at the Kancil Awards. The agency secured multiple wins across a diverse slate of clients including: Ayam Brand, Astro, CelcomDigi, and KFC, underscoring its strategic strength, creative depth, and craft – and its commitment to meaningful, insight-driven work

The agencies standout achievement was Ayam Brand’s “Makan Lain Macam” campaign, which earned a coveted Gold Kancil, one of only five Golds presented across the entire show. The win reflects not only the campaign’s emotional and cultural resonance but also the courage and conviction of Ayam Brand in embracing a bold, unconventional idea rooted deeply in Malaysian food culture.

Group Executive Director of The Foetus Group & Naga DDB Tribal, Kristian Lee, said the recognition is a powerful reflection of the agency’s long-standing belief in culturally resonant work.

Lee added: “Being named Agency of the Year is both a privilege and a responsibility. These wins reflect the collective belief, talent, and effort of teams who care deeply about the work — and clients who trust in the power of ideas that speak to Malaysians in meaningful ways.

“We’re grateful to clients for their partnership, and incredibly proud of the teams across Naga who continue to bring insight, ambition, and heart into everything they create.”

Naga’s wins this year reflect the agency’s belief that powerful creativity emerges from the intersection of cultural truth, human insight, and modern innovation.

For Ayam Brand, the Gold-winning “Makan Lain Macam” tapped into the emotional and culinary rituals Malaysians hold close — work that resonated widely because it was born from lived cultural insight, paired with a client bold enough to champion it.

For Astro and KFC, the awarded campaigns continued to build on narratives anchored in Malaysian humour, behaviour, and everyday connection — capturing the nuances of how Malaysians watch, eat, celebrate, and relate to one another.

Work for CelcomDigi demonstrated Naga’s strengthening capabilities at the intersection of creativity and technology. The celebrated campaign was made possible through close collaboration with Replyr.ai, whose technology partnership enabled an AI-powered, data-driven personalised experience.

Chief Creative Officer Alvin Teoh, said: “These wins represent the agency’s commitment to storytelling that feels true to Malaysians.

“Great work never comes from a single moment. It comes from teams who push, question, argue and care — and from clients who believe in the power of storytelling. To see our work recognised at this level is humbling.

“Across Ayam Brand, Astro, CelcomDigi and KFC, the work recognised this year reflects stories anchored in human truth, cultural nuance, and the courage to try something different. Each win is a testament to the trust and shared ambition we have with our clients.”

“Agency of the Year represents a true collective effort between our Clients and our Agency teams — the late nights, the craft, the doubt, the laughter, the bravery… I’m proud of our people, and grateful for clients who walk this journey with us.”

The Agency of the Year honour caps a milestone year for Naga DDB Tribal — one that includes major new-business successes such as Proton and U Mobile’s appointment, as well as the successful retention of Astro and Prudential through competitive pitches.

As the agency looks ahead to 2026, the win serves as both recognition and motivation to continue raising the bar for creativity in Malaysia — championing work rooted in insight, imagination, and cultural relevance.