Trapper Group launches content innovation arm for social-first campaigns

Trapper Group has unveiled its new Content Innovation Arm, a strategic expansion under its social media business pillar, Sticky Rice. The initiative aims to meet growing client demand for high-volume, high-quality social content delivered at scale and cost-effectively, while complementing Sticky Rice’s existing creative capabilities.

The Content Innovation Arm is designed to provide adaptive, AI-assisted content frameworks that help brands navigate the fast-paced, always-on nature of social platforms. According to Gitanjali Sriram, group CSO at Trapper Group, the expansion is about more than producing content at volume. “The future of content isn’t about more output. It’s about smarter, more adaptive storytelling,” she said. “Today, organisations need a system that combines strategy, creativity, technology, and cultural intelligence to drive deeper customer engagement.”

Built to integrate seamlessly with Sticky Rice’s social creative foundation, the new arm enables scalable, modular content systems supported by AI workflows and real-time cultural insights. This allows clients to maintain agility, adapt quickly to audience trends, and meet rising platform demands efficiently, while Sticky Rice continues to focus on narrative development and creative thinking.

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“Tools evolve and platforms change, but talent remains the driving force,” added Sriram. “Our Content Innovation Arm ensures our teams have the capabilities, insights, and systems to set new standards for the industry while shaping the future rather than reacting to it.”

The new division has already begun working with local and regional clients to integrate these capabilities into their 2026 social content ecosystems. It is designed to support always-on, cost-efficient content strategies, ensuring clients can deliver both speed and substance in their campaigns. Trapper Group has positioned the Content Innovation Arm as a scalable engine for the future of social media marketing, helping clients adopt emerging technologies, respond to cultural shifts in real time, and future-proof their social strategies.

“With this expansion, Sticky Rice and Trapper Group are reinforcing our commitment to innovation and adtech integration in Malaysia,” Sriram said. “We’re building systems that allow clients to activate content smarter, faster, and more effectively than ever before." The move underscores the agency’s broader ambition to redefine social-first storytelling, offering brands a combination of strategic insight, creative excellence, and technological support to thrive in an increasingly dynamic digital landscape.

Looking forward in 2026, Trapper Group's chairman and co-founder Sivanathan Krishnan had told A+M in a past interview, that the agency is directing its investments to strengthen its core as a growth-focused, future-ready agency. "This means nurturing a new breed of hybrid talent—people who blend insight, creativity, and data with confidence—and equipping them with tools and systems that sharpen their work," he said. 

He also shared that media intelligence is racing ahead of conversion systems, and brands that fix the foundation beneath their media will scale. As a leading media agency, Krishnan said the agency is leveraging AI explainability, content provenance, and ethical data practices to build trust while enhancing optimisation and forecasting, creating an agile growth engine that drives sustained business success for clients.


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