[This is a sponsored article with Ariff Communications.]
For this boutique PR agency, a question they often get is, “Who’s Ariff?”
After all, a lot of agencies, like Leo Burnett, Ogilvy, and Hill & Knowlton, are named after their founders.
But KL-based Ariff Communications wasn’t named after anyone on the team, but someone who deeply inspired them: the late Muhammad Ariff Ahmad, an academic professor at University Malaya, and a literary and cultural icon known for championing the arts and preserving heritage.
Much like the late professor whose verses have left an indelible mark on Malaysian culture, Ariff Communications was founded in July 2017 on the belief that storytelling should be the soul of every strategy.
And so, with a background in PR and marketing, Aisya Hashim launched the agency to bridge the gap between creativity and communications.
Eight years in, the agency partners with global and regional names, including Red Bull (Product of Europe), Aesop, Twitter, Luno, BIMB Investment, Ninja Van and more, to craft stories that resonate and move audiences, while delivering results across industries.
Cutting through the noise
When Aisya first started Ariff Communications, the agency was focused on servicing brands in the arts, culture, and fashion space that was often overlooked. But over the years, the team expanded, along with its capabilities.
Aizat Hazwan brought technical depth from his background in tech and product; while Naif Shazili, who has a law background and previously worked at Leo Burnett Malaysia, brought a strong skillset involving brand building, business communications, and handling corporate clients.
Together, the trio shaped Ariff Communications into a multidisciplinary team fluent in both nuance and scale.
For example, recognising that many clients prefer a single agency for both PR and social media, Ariff Communications now offers in-house social media services to ensure seamless, consistent communication across platforms.
Matching this expansion of services, the agency has now grown to cater to companies from various industries as a response to both client demands and its own curiosity.
“We wanted to explore different verticals and challenge ourselves with new narratives.” said the founder. “At the heart of every brand, whether it’s in tech, hospitality, finance and property, there’s a story to tell.”
Attesting to this, when Twitter needed to localise its global content policies, Ariff Communications made complex moderation guidelines clear and accessible for local media and stakeholders.
Further, when Malaysians began using the platform for real-time aid coordination during the #KitaJagaKita movement, Ariff turned that organic movement into a powerful narrative, earning viral media traction and reinforcing Twitter’s role in community-driven impact.
With Aesop, Ariff Communications moved beyond typical product promotion by aligning the brand with the local creative community, curating media engagements and partnerships that highlighted its design philosophy, commitment to sensory rituals, and connection to the arts.
This included placing Aesop in editorial spaces that explored design, culture, and lifestyle, positioning the brand as part of broader conversations rather than just those with the skincare label.
As for Red Bull, the agency leaned into youth and experience by securing coverage for high-energy events like the Neymar Jr’s Five football tournament. There was also Red Bull’s Can You Make It, a continent-crossing adventure where participants could trade cans of Red Bull for transport and accommodation across Europe.
The agency has also gone on to work with BIMB Investment, building out a library of practical, accessible personal finance content, encouraging lower-income Malaysians to explore unit trust investments through relatable stories and simple guidance.
With a slew of other international clients like Qualcomm, BYD, and Toshiba in its repertoire, Ariff Communications seems to have mastered the strategy of adapting to cross-cultural expectations and telling foreign stories to a local audience.
Giving back to the Malaysian SME community
Despite Ariff Communications’ expansive list of global clients, the brand still holds on to its mission of working with independent local businesses within the arts and culture scene.
“Notably, our work with brands like FERN Batik and The Straits Finery allowed us to spotlight Malaysian craftsmanship and design on a larger stage.”
Ariff Communications garnered much coverage for FERN Batik and The Straits Finery, elevating the brand to receive the attention of various media organisations including The Star, Astro Awani, BFM, Buro Malaysia, and Malaysia Tatler.
“The key difference is intimacy. We’re often closer to the founder, the product, the vision. That means the stakes are personal, and so is the work. Every media win is celebrated, every piece of feedback is taken seriously. The sense of purpose is palpable.”
Ariff Communications brings the same professionalism and strategic thinking because to the team, every brand deserves to be taken seriously regardless of its size.
“Integrity, curiosity, and care”
Whether they’re localising big, international names or crafting growing brands’ narratives, Ariff Communications has always been committed to the values that they’ve held on to since its early days as a small consultancy.
“Anyone can claim values. Ours are visible in the small things, the passion we put in for every brand, the honest feedback, the extra thought put into every brief and plan. That’s where clients really notice.”
One of Ariff Communications’ latest undertakings is organising the 2024 Kuala Lumpur International Mobility Show (KLIMS), an example of how the firm continues to diversify its efforts and expand its capabilities.
Alongside that, the agency also handles RIUH, a popular arts and cultural festival under the Ministry of Communications of Malaysia. They have also recently been appointed by the Hong Kong Tourism Board, which serves as a testament to its credibility and reputation in providing high-impact work at both national and regional levels.
“Whether it’s launching a product, managing reputation, or making complex ideas more relatable, we work closely with our clients to make sure their stories land with the right people, in the right way.”
“If you’re looking for a team that’s strategic, collaborative, and genuinely invested in your journey, we’d love to talk.”
“We’re not here to churn out press releases, chase headlines, or blindly execute a marketing calendar—we’re here to build trust, shape narratives, and help brands grow with intention.”
- Learn more about Ariff Communications here.
- Read articles we’ve written about other Malaysian businesses here.
Featured Image Credit: Ariff Communications
