Dewan Filharmonik PETRONAS, Malaysian Philharmonic Orchestra pick creative agency

Dewan Filharmonik PETRONAS (DFP) and the Malaysian Philharmonic Orchestra (MPO) have appointed SPARKers as their creative agency partner following a competitive pitch.

Under the mandate, SPARKers will cover integrated communications, creative development, digital, activations and strategic marketing planning across DFP and MPO’s year-round programming. It is a one-year appointment, with an option to extend for a further year. 

The remit spans creative and campaign development, copy and content, design and production, digital communications, below-the-line advertising, activations, web content and strategic marketing planning. 

The partnership will also cover campaign analytics, audience and market insights, competitor analysis, audience journey planning and ongoing account stewardship.

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The scope supports DFP and MPO’s year-round programming, which is estimated to include 36 MPO concerts and four DFP concerts, alongside initiatives such as the ASEAN Youth Festival, KL Seni Festival, venue and musician hire businesses, and annual publications including the season brochure, annual report and coffee table book.

The win marks a significant milestone for SPARKers as the agency continues to build its portfolio across strategy, creative and integrated marketing.

“Winning the DFP and MPO mandate is particularly meaningful to us because these are brands built on creativity, culture and world-class experiences,” Hooi Yin Yin, co-founder of SPARKers, shared. 

Kek Zhi Chen, another co-founder of the agency, added, “We built SPARKers around the belief that strategy and creativity should not operate separately. With DFP and MPO, we have the opportunity to bring together audience insight, culture, storytelling and modern communication formats to help deepen connections with existing audiences while creating new entry points for the next generation.”

Founded just earlier this year, SPARKers is a strategy-first marketing agency founded by former TikTok and Google marketers. In an interview with A+M, Hooi had shared that the young agency was not created as a branding exercise, but as a response to what she described as a widening disconnect between marketing activity and business outcomes.

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