Malaysia External Trade Development Corporation

MATRADE Building

About The Client



MATRADE Building

About the Client

The Malaysia External Trade Development Corporation (MATRADE) is the agency under MIDA responsible for promoting and facilitating the entry of Malaysian exporters into overseas markets, and in doing so boost the nation’s export income.


MATRADE commissioned The IBR Asia Group to help enhance its reputation to both local and international stakeholders. To achieve that, we carried out the following activities:


Thought leadership positioning of MATRADE CEO through creation of strategic communications content.


Amplifying aforementioned messages through securing placement of content in business publication.


Thought leadership positioning of MATRADE CEO through conducting and producing video interviews and securing placement of interviews on digital TV channel.


Reputation building of MATRADE though creation of strategic communication content showcasing the organisation as the driver of export excellence in Malaysia.


Amplifying aforementioned messages through securing placement of content in business publication.


Reputation building of MATRADE through creating and producing corporate video.


Reputation building of MATRADE through creative design and copywriting of publicity collaterals including posters, banners, and digital backdrops.


Reputation building of MATRADE through conceptualising and planning out 2 media engagement sessions.

What We Did and how we did it

Highlighted the efforts of LLSB and the SMG initiative in our proprietary business magazine International Business Review
Positioned LLSB CEO as a thought leader in sustainability and environment in the Selangor Synergies forum which aimed to highlight efforts to transform Selangor into a Smart State
Conducted interviews with stakeholders of the SMG project and produced videos of said interviews which were uploaded on our social media pages as well as on LLSB’s website.
Created electronic newsletters – containing videos and articles – that were disseminated via IBR’s proprietary CORETEXT electronic direct mail (EDM) system government, corporate and media recipients in Malaysia, the Asia-Pacific, and the Middle East.
Handled enquiries about SMG, and – in cases where more detailed information is sought – redirect them to LLSB.
Panel Session: Creating New Value with Old Assets
Roundtable Discussion: Maximising Value and Yield of State-Owned Assets


As part of our overall campaign for MITI and its various agencies, The IBR Asia Group managed to:

Strengthen good will for the MITI and its agencies among local and international stakeholders through enhancing appreciation and knowledge of their activities and initiatives.

Increase the profile of officials of MITI and its agencies by positioning them as thought leaders in trade, investment and productivity.

Helped expand reach to top Government, Corporate and Diplomatic decision-makers in Malaysia through coverage in International Business Review

Enhanced appreciation for Germany by showcasing its achievements and goodwill

Provided a platform for networking as the International Business Review ASEAN Awards was attended by prominent figures from corporations, Ministries, government agencies and embassies in Malaysia


About the Client

As Malaysia’s leading sportswear retailer, Al-Ikhsan Sports has managed to grow from just one outlet to more than 180 across the country, with RM500 million in sales revenue per annum. Having already made its name in Malaysia, Al-Ikhsan Sports wanted to enhance its reputation in the regional arena.


And for that, it turned to The IBR Asia Group to come up with a strategic campaign to showcase how Al-Ikhsan Sports is a leader in the Southeast Asian sportswear and sporting goods retail sector.

Why The IBR Asia Group

LLSB commissioned The IBR Asia Group to deliver the message of its efforts and successes in executing the SMG initiative owing to our excellent track record of being able to communicate government messages to corporate players. In addition, our strong networks with local and international corporate and government entities lent weightage to our credentials.