Archetype Malaysia has expanded its partnership with HEINEKEN Malaysia, following its appointment as the public relations agency of record for Tiger Beer Malaysia for 2026.
Under the expanded portfolio, the agency will lead PR strategy, brand storytelling and integrated earned communications for both Guinness and Tiger Beer, supporting HEINEKEN Malaysia’s efforts to build culturally relevant brands that connect with consumers.
Commenting on the appointment, Julie Kuan, Marketing Manager of Tiger Beer Malaysia, said, “Archetype has demonstrated a strong understanding of how to build brands through moments that matter to audiences, not just campaigns. Their strategic clarity and integrated communication approach stood out during the pitch, and we are confident they will help drive Tiger’s relevance and engagement in 2026.”
Echoing this confidence, Joyce Lim, Marketing Manager for Guinness Malaysia, shared, “Our collaboration with Archetype in 2025 delivered strong momentum for the Guinness brand. Their ability to translate brand heritage into modern, resonant storytelling has been instrumental, and we are excited to continue this partnership into 2026.”