In a vibrant world of growing brands and bold ideas, Always Marketing (M) Sdn Bhd has become a formidable pillar of Malaysia’s marketing landscape— leading the way in creating genuine, people-first brand experiences.
Headquartered in Shanghai, Always Marketing has an established presence in Malaysia and Hong Kong, with plans of expansion throughout the Asia-Pacific. Today, the company is one of the largest and most resourceful marketing services companies in Malaysia.
Founded as a local company over 20 years ago, Always Marketing began its journey by providing manpower-driven marketing solutions for brands. A decade ago, the company joined the WPP Group, one of the world’s largest advertising networks, before regaining its independence in 2020.
Today, with the leadership of its Managing Director, Patrick Goh, Always Marketing stands as one of Malaysia’s leading field marketing service providers, specialising in event, roadshow and product launches, promoter management, merchandising management, retail audits, creative design, recruitment, and payroll.
Partnering for Success in a Changing Market
Always Marketing’s journey is deeply intertwined with its clients’ success. The past few years have brought challenges from global brand boycotts to changing consumer sentiments — yet the company has remained steadfast.
“When brands face difficulties, so do we,” says Goh. “Our role as partners is to help clients adapt, running effective campaigns with minimal investment while redirecting our teams to sustain operations and protect jobs.”
That adaptability has defined Always Marketing’s growth, transforming it from a RM20 million promoter-based operation into a RM110 million integrated marketing powerhouse. Its resilience, however, is matched by empathy with its long history of guiding connection with communities as part of its DNA.
During the pandemic, when field marketing came to a standstill, the company distributed unused client product samples to orphanages and old folks’ homes nationwide — an initiative that earned recognition from the Singapore Business Review. Since then, Always Marketing has expanded its CSR efforts through river cleaning of Klang River and beach clean-ups in Bagan Lalang, sustainability projects with local councils, and blood donation drives.
The company also champions inclusivity by employing people with disabilities and single mothers, providing stable livelihoods and growth opportunities.
“For us, CSR isn’t just external, it’s about empowering our people. Many come from rank-and-file positions, so we equip them with digital tools and business intelligence systems to ensure they are future-ready,” explains Goh.
RetailAIM and AI-Driven Marketing Landscape
While its roots have always been grounded in hands-on fieldwork, Always Marketing is also redefining the industry by fusing human connection with technological precision. The company has developed an in-house software, RetailAIM, purpose-built to manage and streamline the entire spectrum of field marketing operations.
What began as a practical solution has evolved into an industry benchmark — earning a 20-year patent, a first for a non-technical company in Malaysia. “RetailAIM reflects our belief that technology should enhance, not replace, human expertise,” says Goh. “It proves we’re not just executing work, but transforming how field marketing operates.”
Built to manage every aspect of field marketing, RetailAIM harnesses artificial intelligence and image recognition to turn field data into instant insights. It analyses real-time photos of in-store displays, checks compliance, tracks product facings, and even recommends sales orders, automating processes that once took hours into seconds.
RetailAIM also supports merchandisers in the field, providing instant insights while ensuring campaigns are executed flawlessly. “Technology is essential, but human initiative and attention to detail remain at the heart of our operations,” Goh adds.
From developing its own AI-driven software to earning multiple industry accolades, including three consecutive Golden Bull Awards, the Distinguished Bull Award, and the Digital 50 Award, Always Marketing stands at the forefront of Malaysia’s marketing transformation, proving that innovation means little without people at its heart.
People-First to Create Lasting Impact
Amid constant change and evolving industries, true success comes from strong values and a united team. This is why Always Marketing stays rooted in six guiding principles (The Company DNA) — integrity, discipline, passion, urgency, collaboration, and continuous improvement — the key force behind how the company works, connects, and grows.
These principles shape a culture of openness and teamwork. With a flat structure that encourages transparency and a HR digital platform, HiBob, connecting employees across 12 branches nationwide, staff can share updates, celebrate milestones, and bond over shared interests, creating a sense of community across the company.
This people-first approach has helped Always Marketing become a trusted partner for leading FMCG and global technology brands. From redesigning packaging for local favorites to executing nationwide retail activations, the company brings campaigns to life with precision and creativity.
Looking ahead, as technology continues to reshape the marketing landscape, Always Marketing envisions a future where human connection remains at the core of every campaign. Guided by its values and purpose, the company and its team are set to harness innovation, elevate efficiency, and create meaningful, lasting impact for both clients and communities.
Discover more about Always Marketing by exploring their official website and Facebook page.
This series of Business Stories is in collaboration with BMI.
The views expressed here are those of the author/contributor and do not necessarily represent the views of Malaysiakini.
