The consultancy is part of Lowe Counsel Worldwide, the IPG network's strategic insights and innovation arm. To mark its entry into the local market, Lowe Counsel Malaysia conducted its own study among Malay teens.
Anirban Ganguly, Lowe & Partners Malaysia's strategic planning director, said: "The Malaysian WOT study offered us a great opportunity to not just understand what drives the Malay teen, but also to explore the similarities and differences between the Malay teen and the global teen. It was the juxtaposition of the global-Malay teen that we found most insightful."
The study revealed that teens in the market shared a lot of similarities with global and local youth. Some of the most common myths which were challenged included their views on ambition and that their definition of success was no different than their Chinese or Western counterparts - that success is based on earnings.
The study also revealed that for the Malay teen, happiness is today defined much more by the physical than the spiritual.
Likewise, they were not identified by tribal (or group) behaviour but more by being individuals. And finally, the study also revealed that, contrary to popular belief, Malay boys were as fashion and body conscious as girls.
On its new offering in Malaysia, Lowe & Partners managing director, Khairudin Rahim, said, "Lowe Counsel will provide insights to companies who seek a deeper understanding of Malaysians, and it provides the key for local companies to have a chance to dominate and capture their market."
He added that being a part of Lowe Counsel Worldwide, Lowe Counsel Malaysia would also be able to tap into the global unit's trendspotting and trend analysis services, as well as access to research and intelligence from its key markets around the globe.
Rahim added that this would give local clients a global perspective and allow them to deepen and broaden their engagement with Malaysians, which will in turn cement their competitive advantage in the marketplace.
