Guinness Malaysia, a flagship brand under Heineken Malaysia Berhad, has appointed Archetype Malaysia as its public relations agency of record for the full calendar year of 2025.
The agency will spearhead all PR efforts for the brand - driving brand relevance, media impact, and consumer engagement through an integrated PR programme that spans storytelling, influencer marketing, and experiential activations.
Joyce Lim, Marketing Manager for Guinness Malaysia, said, "Archetype impressed us with their fresh and exciting ideas to amplify our football platform, particularly as we continue to build momentum around the Premier League. While the overall campaign structure is solid, Archetype's PR strategy brings a strong narrative angle that complements and enhances our brand goals. We're confident in the agency's ability to bring this campaign to life with the passion and boldness that Guinness is known for."
Commenting on the appointment, Lee Tiam Siang, Managing Consultant at Archetype Malaysia, added, "Football is more than just a sport - it's a shared ritual and a universal language that unites people across backgrounds. Our partnership with Guinness is about fuelling that passion in ways that are authentic, energizing, and distinctly Guinness. We're honoured to help shape an unforgettable year ahead for the brand and its fans."