Coway Malaysia extends partnership with Grey Kuala Lumpur as lead creative agency

Grey Kuala Lumpur, a part of the Ogilvy Group Malaysia, has been reappointed as the lead creative agency for Coway Malaysia for 2026. This significant decision reinforces a long-standing partnership that began in 2017, underscoring Grey’s pivotal role in shaping Coway’s brand identity and propelling its market leadership.

For nearly a decade, Grey has been instrumental in transforming Coway’s brand perception, positioning it as a leading home wellness brand. This strategic shift has been a key factor in Coway’s sustained position as the leading Water Purifier Brand in Malaysia. The agency’s evolving portfolio with Coway reflects a deep level of trust and shared ambition, driving successful product launches and impactful campaigns.

In 2026, Coway Malaysia will operate with two main creative agencies, with Grey leading the strategic and creative direction. In this mandate, Grey will continue to devise and drive Coway’s brand vision, spearheading its ambitious goal of becoming the definitive ‘innovative’ home and wellness brand. Demonstrating its central role, Grey has been tasked with developing a topline guide that will ensure consistent communications across all agency partners, cementing Grey’s influence and strategic foresight in setting Coway’s path for 2026 and beyond.

Irene Wong (pictured left), CEO of Ogilvy Group Malaysia, said: “Our journey with Coway Malaysia has been one of true collaboration, built on mutual trust and a relentless pursuit of excellence. Being reappointed as their lead creative agency is a testament to the enduring impact of our work and our shared vision for innovation in the home wellness space. We are incredibly proud to continue upholding Coway’s brand identity and bringing its narrative to life as the brand continues its journey forward.”

The scope of work for 2026 will see Grey taking the helm on critical brand-building initiatives, including Coway’s prestigious 20th Anniversary celebrations, product campaigns, and major activation events like the highly anticipated Coway Run. These campaigns are set to be landmark events, generating significant media and public relations impact.

“This reappointment is a profound validation of our team’s strategic acumen and creative horsepower,” added Graham Drew (pictured right), Ogilvy Group Malaysia’s Chief Creative Officer. “We have consistently pushed boundaries to connect Coway with its audience in meaningful ways. Leading the charge on the 20th Anniversary and embedding innovation across all communications are incredible opportunities to showcase the depth of our partnership and our ability to deliver iconic work.”

Janice Tan, Coway Malaysia’s Group Manager of Marketing Division, said: “Grey has been more than just an agency. They have been a strategic partner in our growth story. Their deep understanding of our brand, coupled with their ability to craft compelling narratives, has been invaluable in positioning Coway as a leading home and wellness brand in Malaysia. We have immense trust in Grey’s strategic vision and creative capabilities, and we look forward to celebrating our 20th Anniversary and embarking on our next chapter of innovation with Grey at the helm.”

Building on a decade of success, Grey Malaysia is now working closely with its new agency partner, Dentsu Malaysia. Together, they are combining their expertise to push the Coway’s brand growth even further.

Grey’s recent work for Coway includes “Made for Me” campaign (2025), Coway BEREX (2024), alongside award-winning campaigns such as “Dream Decoded” (2023), which garnered a Bronze at the APAC Effie Awards and Kancil Awards.