A&W Malaysia appoints social media agency

Fast food chain A&W Malaysia has appointed ACTSTITUDE as its social media agency on retainer.

This follows the conclusion of a pitch process which began in March and wrapped up in late April. Work officially began at the start of May this year.

The agency revealed to A+M that its scope of work will cover full social media management, new product launches and brand storytelling strategy. It will also include media planning and buying, digital, and on-ground activations for new store openings and product launches.

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Based on A&W Malaysia’s social media feed, work is already underway, with the brand adopting a refreshed look that blends a grainy retro aesthetic with a more contemporary and youthful tone.

Notably, the brand has also leaned into social trendjacks such as Gen Z vs millennial content, Michael Jackson references in conjunction with the release of Michael, and a tribute post to Manchester City following its defeat to Arsenal in a recent Premier League match.

Commenting on the appointment, Charles Chen, CEO of A&W Malaysia, said: “This partnership presents an exciting opportunity for us. ACTSTITUDE’s strong understanding of digital storytelling and ability to create engaging, audience-driven campaigns make them a well-suited partner for A&W Malaysia, and I look forward to seeing how they can help us connect with new audiences across different demographics.”

Meanwhile, Alvin Kok, managing director and co-founder of ACTSTITUDE, shared his excitement about the new partnership with A&W Malaysia. “We’re thrilled to team up and build new creative narratives for the brand. At ACTSTITUDE, we are continuously expanding our partnerships with leading food and beverage brands, and working with fast food chain A&W is a fantastic opportunity,” he said.

“As with other brands, we aim to take A&W Malaysia’s presence a step further through impactful digital campaigns and unique storytelling,” added Kok.

This appointment comes on the back of ACTSTITUDE's appointment as A&W Singapore's new social media agency as well. The appointment comes as the fast-food brand looks to sharpen its digital strategy and strengthen its social media presence with a more grounded and relatable voice.

As the appointed agency, ACTSTITUDE has been tasked to lead content creation, manage social platforms, and deliver campaigns that reflect A&W’s accessible, community-driven brand ethos. The agency’s integrated approach will combine storytelling with targeted media buys and strategic campaign rollouts.

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