Agency Profile: IN.Deed Communications (Malaysia)
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Agency Profile: IN.Deed Communications (Malaysia)

Telum is looking to highlight the diverse and vibrant agencies in the Southeast Asian PR agency landscape in upcoming editions of our PR Alert. We want to encourage networking, business opportunities, and to celebrate the great initiatives being worked on around the region. If you'd like your agency to feature, get in touch.

What services does IN.Deed Communications offer?
IN.Deed Communications is a boutique communications consultancy offering a broad range of public relations services, including media relations, social media influencer engagements, educational campaign outreach, Corporate Social Responsibility (CSR) and pro-social programmes, digital content development and crisis communications, among others.

What size is IN.Deed Communications?
That’s exactly the question Sanofi Malaysia and Warner Bros. Discovery asked, and the reason they engaged with us was because no matter the size of the team, we are able to provide personalised consultancy with the ability to reshape game plans more fluidly. In fact, some of our clients have entrusted IN.Deed to help them build their brands since the agency was founded in 2009!

Where does IN.Deed Communications have an office?
We have an office in Petaling Jaya, but we still work from home a few days a week.

Do you have a particular area of focus?
We specialise in lifestyle / consumer, entertainment and healthcare communications.

Who is the founder and why did they start the agency?
Our story began in 2009 in a humble rented space within an office unit with just three tables and three employees (aka the founders) - Sophia Lee, Janet Han, and Ng Chin Pei. We wanted to be able to (re)structure how things are usually done at a PR agency, and to build a dream team with the same vision. At IN.Deed, we are driven by our core values of INtegrity, INspiration and INnovation, along with a deep desire to do a DEED for the disadvantaged whenever we and / or the clients are able to - that's what IN.Deed is all about.

Tell us about the leadership team.
The three founders have evolved to become directors at IN.Deed with a great team! With a combined total of more than 60 years of experience and maybe a few PR awards tucked under their belts, Sophia, Janet and Chin Pei believe that the team’s well-being comes first and business second, because they know that if they take care of people, the business will take care of itself. They believe in leadership that is faithful in word and in deed, and hope to inspire #TeamINDeed to give their best, do excellently and go the extra mile, without compromising their own principles, value system or health.

What is next for IN.Deed Communications? What is the five-year goal?
To grow our strength in social media engagement and to help our clients branch into other effective ways of managing stakeholder relations.

In a sentence, describe your ideal relationship with a journalist.
A long-standing relationship built on keen mutual understanding of what the journalist (and editor too!) cares about, and being able to support their work the best way we can.

Tell us about a campaign you are currently working on or are particularly proud of.
There are so many exciting campaigns that we have had the privilege to run! The proudest moments for us at IN.Deed were helping our clients organise successful pro-social campaigns, such as Carousell’s #SamaSamaSapot campaign, which rallied Malaysians to support disadvantaged jobseekers impacted by the pandemic, and the Dermatological Society of Malaysia’s #UncoverLife webcomic series, which relates real-life stories of those suffering from severe atopic dermatitis, to help build awareness on misconceptions that contribute to poor management of the condition. Also, our campaigns with Libresse on educating women about menstrual health and understanding their own bodies give real meaning to the work we do... Oh, on a more fun side, we were also working with HBO and The Coffee Bean & Tea Leaf® (CB&TL) on a Game of Thrones collaboration, which transformed one of the CB&TL stores into a whole GOT experience - that was epic!

Any key PR trends your agency is keeping an eye on?
We are always on the alert for trends and changes in the PR and media industry - with the pandemic, digital has definitely taken the lead and we are keeping an eye out to see how this trend will grow further.

What skillsets do you look for in new hires?
It is important we see that the applicant has potential as a long-term hire. More so than merely considering their fit for the position itself and the ability to successfully perform what’s required, we look at how they would fit into the company culture and join the team as a member of the IN.Deed family. We also prioritise a potential employee’s ability to work well as a team and look for honesty and integrity in interviews. Drop us a line if you are keen to have a chat!

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