Festive campaigns in Malaysia aren’t just seasonal spikes — they are cultural moments spread across the year. From Hari Raya to Chinese New Year, Deepavali, year-end sales and school holidays, brands are constantly competing for attention in an already crowded market.

So when every brand is “going festive,” what actually cuts through? Is it sharper targeting, bigger discounts, better visuals or a more strategic way of planning across multiple festive moments?

In this episode, David Soo, Managing Director of PHD Malaysia, shares how brands should rethink holiday campaigns in a multicultural, always-on market like Malaysia.

We explore how to craft festive messages that feel culturally relevant, how creative can stand out during peak noise, how brands can spend smarter under tighter budgets, and why timing and measurement matter long after the campaign ends.