BFM 89.9
The Business Station
The New Agency Model: Independent by Choice, Integrated by Design
32 mins·11:00, 30 Jun 2026
The New Agency Model: Independent by Choice, Integrated by Design
32 mins
·
11:00, 30 Jun 2026
·
Recommended
Guest: Jo Yau, Group CEO, Invictus Blue Group, Sheley Lim, Group CEO, Trapper Group
For decades, Malaysia's marketing industry has been shaped by global holding companies setting the agenda. Two agencies chose a different path — building independent, homegrown operations that could stand shoulder to shoulder with the world's biggest names without losing their local soul. Now, Invictus Blue Group and Trapper Group are making their boldest move yet: joining forces in a landmark joint venture that both companies are calling a new industry model.
But what does that actually mean in practice? We speak with Jo Yau, Group CEO of Invictus Blue, and Sheley Lim, Group CEO of Trapper Group, to unpack the thinking behind the partnership. We explore why the traditional agency model is under strain, what brands are really asking for when they say they want integration, and how two independent agencies can build a single, accountable ecosystem without giving up the entrepreneurial independence that made each of them who they are.
Presenter: Audrey Raj
Producer: Carol Wong
Agency PartnershipsIndependent AgenciesCommunications Industrymarketingmarketing strategybrand integrationbusiness strategymedia industry
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