PHD won a four-way competitive market review to manage Warner Bros Pictures’ integrated media duties in Malaysia, with the remit to deliver integrated media strategies, as well as planning and buying duties for the entertainment company behind box-office hits such as the DC Superheroes franchises and New Line Cinema blockbusters.

The company cited PHD’s strength in its own strategic product, as well as its proprietary platforms (Omni and Omni Studio) as key determinants in their decision to appoint the agency.

PHD Malaysia has already begun working on launching the campaign for Birds of Prey and the Fantabulous Emancipation of One Harley Quinn, which will deploy experiential marketing across multiple media touchpoints and allow Malaysian audiences to “see the world through Harley Quinn’s eyes”.

“The entertainment industry is ever-evolving; pinpointing key audiences and targeting them based on passion points is becoming increasingly critical to deliver cut-through in a highly competitive space. We look forward to working closely with the team and collaborating on fun, yet impactful campaigns for its films,” commented Eileen Ooi, managing director of PHD Malaysia.

Chow Will Pin, managing director of Warner Bros Malaysia said it has always admired PHD’s “passionate approach in challenging the status quo and delivering fresh thinking”.

The review was conducted by executives from Warner Bros global headquarters in Burbank, California, joined by the regional and local counterparts in Hong Kong and Malaysia.