As GO Communications enters its third decade, founder and CEO Peter de Kretser is doubling down on what has anchored the agency’s growth, its Malaysian roots, strong storytelling DNA, and a people-first approach.
Speaking on Marketing Connected’s “Agency Agenda”, de Kretser reflected on the agency’s journey, which began nearly 20 years ago in Malaysia. Despite rapid changes in the communications landscape, he believes the fundamentals remain unchanged.
We are a human capital business and at the center of that is the power of a great story.
“Irrespective of the platform, it’s how we adapt the brand to a great story that’s going to meet objectives,” he said.
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Malaysia, he noted, presents both opportunities and complexities for brands. Its multicultural makeup demands a nuanced approach, particularly for global players looking to localise effectively.
“You’ve got to remain attuned and aware to what the market desires,” he said, adding that on-the-ground counsel plays a critical role in translating global narratives into culturally relevant campaigns.
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Meanwhile, a key milestone for the agency has been the appointment of Andreas Vogiatzakis as chairman, a move de Kretser described as both strategic and deeply personal. Having known him for nearly two decades, the partnership was built on trust and shared values.
Beyond leadership, the appointment also reinforces GO’s near-term growth plans. Following its recent move in Australia, which saw strategic communications firm Banksia join its network of affiliated agencies, GO now spans 15 markets across Asia Pacific. The agency is next eyeing expansion into the Middle East, particularly Dubai, as well as the UK.
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