FCB SHOUT & RHB Bank on 10 Years of Creative Excellence

What does it take to be one of the most valuable brands in Malaysia? For RHB Banking Group, the answer lies in a decade-long partnership with FCB SHOUT, built on trust, 'intelligent disobedience, and a willingness to take beautifully irrational leaps.

This enduring collaboration, recently honored with the “Best Client-Agency Partnership” award at the 2025 MARKies, is a shining example of what’s possible when shared trust, vision, and relentless creativity come together.

So, what’s the key to cultivating a partnership built to succeed?

Collaborative Harmony & Intelligent Disobedience

Abdul Sani Abdul Murad, Group CMO of RHB Banking Group, attributes one key factor in today’s marketing landscape: Alignment.

“Not just on deliverables, but on values, ambition, and the willingness to occasionally say, ‘You’re wrong, but here’s why,’” he explains. “The best partnerships aren’t about endless harmony, they’re about productive tension. Agencies shouldn’t be subservient, and clients shouldn’t be dictators. A great partnership is one where both sides bring intelligent disobedience to the table, in service of a better idea.”

The idea of intelligent disobedience, the willingness to challenge, question, and push ideas to ensure the best possible outcome, is what fuels innovation. And when agency and client are both aligned in the push to uncover groundbreaking ideas that genuinely move the needle, a powerful dynamic takes shape. It creates a collaborative environment that is built on trust, curiosity, adaptability, and bravery. It’s within this environment of mutual respect and fearless dialogue that creativity flourishes. “The foundation is respect: respect for strategic clarity, respect for the creative process, and crucially, respect for time,” Sani explains.

For Shaun Tay, Co-owner and CEO of FCB SHOUT, the partnership with RHB Banking Group has become so synergetic that the lines between agency and client blur: “At times… I’m not sure who’s who anymore! There’s such a high degree of trust and belief that we’re united to achieve a common goal, that we can speak and share our thoughts freely. For a challenger agency like FCB SHOUT, that’s rocket fuel.”

Finding the Right Rhythm 

Establishing a partnership that endures requires more than just collaborating, it demands finding the right rhythm together. This means listening, adapting, and knowing when to take the lead or when to support. Sani sums up the essence of a successful partnership perfectly: “Work like a good jazz band, each playing our part, improvising when needed, never overshadowing the other.”  

But like with any jazz band, perfect harmony doesn’t happen after a singular rehearsal. A strong, cohesive workflow must be built with persistence over time. Shaun reflects, “Like building a rocket, you’re going to get some duds and stalled launches. But these are opportunities for learning and importantly for solving. Over the years we’ve written a comprehensive flight manual of what works and what doesn’t!”

The takeaway is clear: success comes from working closely, learning continuously, and finding a shared groove where creativity can thrive.

Taking Beautifully Irrational Leaps

A great partnership is also defined by a shared courage to challenge conventions and take bold risks. Sani recalls a defining moment that perfectly captures this fearless spirit between FCB SHOUT and RHB Banking Group:

“There was this one pitch where FCB SHOUT presented an idea with no product shot, no offer, and not a single mention of banking until the very end. Someone well-meaning, of course asked, ‘Has any other bank done something like this?’ I said, ‘None. And that’s exactly why we should.’ That, to me, captures the spirit of our partnership: trust, bravery, and a shared refusal to play it safe just because others do. Sometimes, the most rational thing you can do in marketing… is take a beautifully irrational leap.”

“No Media Push, Just Pure Behavioral Truth”

It’s this mentality that has led to work like “Forgiveness.” The campaign film reenacts one of Ahmad Zaharil's more unforgettable pro bono cases from 1998: when he defended a woman who had stolen a pencil case as a gift to her son who had ranked number one in class. It tells a powerful story that goes beyond traditional product marketing to make people actually feel something.

“It’s a story so powerful that it went viral for all the right reasons,” Sani explains. “No media push. Just pure, behavioral truth. The kind of campaign marketers dream of while pretending to enjoy PowerPoint decks.” And the approach worked, he adds, “Brand salience rose. So did footfall, sales, and market share. Turns out, when you tell the right story, the numbers listen too.”

Other impactful work from this partnership include, “See Beyond Colour,” a powerful call for Malaysians to look beyond stereotypes that sparked important conversations worldwide, “A Spark for Change,” which heralded a new dawn of important ESG initiatives for the bank that continue to this day, and “Love Carries On,” a beautiful story that reminds us that the strength to progress will always be found in the unconditional support of our loved ones. These campaigns demonstrate that real progress doesn’t come from playing it safe. It comes from shared ambition, shared accountability, and a shared willingness to explore unexpected approaches. “FCB SHOUT helped us go beyond transactional campaigns and build narratives, stories that show RHB as a key ally in people’s lives, not just a provider of financial products,” says Sani. “That’s not easy to pull off. But with the right partner, it becomes possible. Even joyful.”

The work developed from this partnership has contributed to RHB Banking Group ranking as the 11th most valuable brand in Malaysia, being consistently voted by the public as one of Malaysia’s top three financial brands, and just last year, recording above industry growth in all areas of the business. The recent “Best Client-Agency Partnership” recognition from the 2025 MARKies further underscores the lasting impact of the work, built from a deep trust and long-standing creative synergy.

Building Long-term Success

As the partnership between FCB SHOUT and RHB Banking Group approaches its tenth year, it serves as a powerful example of what’s possible when client and agency work together as a unified team, towards a common goal.

“Marketing is too important to be left to either the agency or the client alone,” says Sani. “The magic happens in the middle, in the space where strategy meets creativity, and bravery meets execution. That’s where FCB SHOUT and RHB thrive.”

According to Shaun, lasting success requires a “Shared mindset of a winning mentality that cultivates the unspoken desire to make every piece of work count, be it for now or tomorrow.”

Ultimately, at the heart of every great ad lies a strong partnership. And when properly nurtured, it’s what leads to work that goes beyond the ordinary to leave a lasting, meaningful impact. Sani’s last piece of advice? “To any marketers listening, invest in your partnerships the way you invest in your media plans. Because the best multiplier of effectiveness isn’t a format or platform, it’s trust.”