TEAM LEWIS has been appointed as Lazada Malaysia’s public relations agency of record following a competitive pitch, taking on a remit that covers media relations, press office management, campaign amplification and thought leadership.
The account is already active, with TEAM LEWIS Malaysia supporting communications for Lazada Malaysia’s 6.6 Super WOW Sale campaign. For Lazada, the move appears less like a single campaign appointment and more like an attempt to keep a steadier earned-media drumbeat around marketplace trust, seller engagement and platform innovation in Malaysia.
Key Takeaways
- TEAM LEWIS has been named Lazada Malaysia’s PR agency of record after a competitive pitch.
- The remit spans media relations, press office management, campaign amplification and thought leadership.
- The brief gives TEAM LEWIS another consumer and digital-led account in Malaysia, shortly after a local leadership update.
Table of contents
Jump to each section:
- What the remit covers
- Why this is an earned-media brief
- Where TEAM LEWIS sits competitively
- What PR teams should watch
What the remit covers
The Malaysia brief combines corporate and consumer-facing communications. TEAM LEWIS will support Lazada Malaysia’s business and brand initiatives through strategic storytelling, media engagement and on-ground activations, with the stated aim of strengthening visibility among consumers and sellers.
The quoted framing from Ann Chong, managing director, AI and client solutions, APAC at TEAM LEWIS, is telling. She said brands need to show up with “clarity, consistency and relevance across multiple touchpoints,” a concise description of why marketplace communications now has to work beyond peak shopping events.
Why this is an earned-media brief
Lazada is not an unfamiliar brand in Malaysia, so the communications challenge is unlikely to be simple awareness. The more practical question is how consistently the platform can frame its marketplace proposition as competition, buyer expectations and seller needs keep changing.
Alibaba Group describes Lazada as a Southeast Asian e-commerce platform focused on six markets: Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam. That regional scale gives Lazada brand weight, but it also means local communications teams need to make broad platform messages feel relevant in each market.
The appointment follows continued references to Lazada’s AI-powered shopping assistant, Lazzie, and to trust and authenticity as communications themes. For PR teams, that puts the brief in familiar territory: technology claims, consumer reassurance and seller ecosystem messaging have to be translated into angles journalists can actually use.
Where TEAM LEWIS sits competitively
TEAM LEWIS positions itself as an independent global marketing and communications agency, with services spanning PR, creative, digital marketing, strategy and training. Its own site says the agency has more than 27 offices, including Kuala Lumpur, Singapore, Hong Kong, Sydney and several other Asia Pacific locations.
TEAM LEWIS ranked 49th in PRovoke Media’s 2025 Global Top 250 PR Agency Ranking, with 2024 fee income of US$70.4 million and 550 staff. The ranking places it among mid-sized global networks that can pitch cross-market capability without being part of the largest holding-company PR groups.
| Agency | Relevant positioning for this brief |
|---|---|
| TEAM LEWIS | Independent global marketing and communications agency with PR, digital and creative services. |
| Archetype | Technology and corporate communications network with an Asia Pacific footprint. |
| WE Communications | Independent communications agency known for technology and corporate reputation work. |
| Allison | Integrated communications agency with consumer, technology and corporate capabilities. |
The competitive point is not that Lazada has chosen the largest PR network available. It has chosen an agency that can combine local Malaysia execution with broader integrated communications capability, which may matter more for a marketplace brand trying to connect commerce, technology and reputation messages.
What PR teams should watch
This is a modest account win, but it carries a useful signal for brands in high-frequency consumer categories. Marketplace communications is becoming less dependent on sale-period publicity and more dependent on maintaining a credible base narrative between campaigns.
That is where the brief will be tested. If the work only produces campaign amplification, it will look like a conventional consumer PR account. If TEAM LEWIS can help Lazada Malaysia make trust, platform innovation and seller value more coherent in earned media, the appointment will have a clearer strategic role.
For comms teams reviewing agency partners, the lesson is practical. The useful question is not whether an agency can handle a launch burst. It is whether it can keep a brand’s commercial, consumer and reputational messages aligned when there is no single major announcement carrying the story.
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