Group Strengthens Experiential Marketing in Southeast Asia: New Company Think Tank Activ8 Established in Malaysia
June 3, 2026
Directors Think Tank (DTT), a group company of AOI Pro. Inc., Tokyo, has established Think Tank Activ8 (TTA8), a new Kuala Lumpur-based company specializing in activation and experiential advertising in the Asian region. TTA8 officially commenced operations in May 2026.
Background: Aiming for Seamless Expansion from Film to the Activation Domain
Under the leadership of its founder, Rajay Singh, DTT has established a solid position as a leading production house representing Southeast Asia. Its high-quality storytelling and exceptional visual production expertise are highly acclaimed within the industry, having won the Production House of the Year award for six consecutive years at Malaysia's premier advertising awards, the Kancil Awards.
Moving beyond the traditional frameworks of advertising, TTA8 delivers integrated solutions that blend DTT Group's core strengths in film, digital content, and IP (Intellectual Property) with in-person experiences such as physical events.
Regarding the background of its establishment, Rajay Singh stated:
"Over time, the advertising industry has added multiple layers—creative, digital, social, and production—evolving alongside changing eras. However, from the perspective of clients and audiences, these elements should fundamentally exist as a single, seamless experience. The true objective behind founding TTA8 is to dismantle these traditional vertical silos and rebuild a frictionless, end-to-end ecosystem under the DTT Group."
TTA8 Features: Delivering Sustainable Platforms Centered on Sports and IP
In response to market shifts that prioritize audience experience and participation, TTA8 goes beyond one-off events and campaigns to provide unique, proprietary platforms where brands can foster long-term engagement with their communities.
1. Community Marketing via the Rapidly Growing Sport of Padel
TTA8 is actively building a proprietary platform focused on Padel, a racket sport experiencing explosive growth across Asia. The DTT Group has already organized and managed major tournaments at Joy Division Padel, Malaysia’s premier competitive padel club, including the Asia Pacific Padel Tour(2024) and the Asia Pacific Padel Cup(2025). With world-class brands like Volvo Cars Malaysia and Turkish Airlines stepping in as anchor sponsors for each tournament, these events have directly driven meaningful brand integration into the community.
By positioning brands not merely as advertisers, but as vital partners supporting the growth of sports communities, TTA8 connects businesses with audiences to offer an environment for continuous, deep engagement.
2. Deploying a Collective Model and Creating Synergies with Powerful IP (Intellectual Property)
TTA8 operates on a Collective Model (a collaborative ecosystem), bringing together the most qualified external partners based on the unique demands of each individual project. As an initial milestone, TTA8 is collaborating closely with Reserve Tank, a DTT Group entity that boasts distinct strengths in marketing initiatives leveraging world-renowned Japanese character IPs.
By bridging DTT Group's robust production infrastructure with this highly agile organizational setup, TTA8 merges entertainment, real-world experiences, and advanced marketing systems to generate fresh, sustainable value that keeps audiences continuously engaged.
New Company Overview
| Company Name | THINK TANK ACTIV8 SDN. BHD. |
| Location | 62, Jalan 5/60, Gasing Heights, 46000 Petaling Jaya, Selangor, Malaysia |
| Representative | Craig Matthew Lee |
| Core Businesses | ・Planning, management, and execution of regional activations and experiential marketing initiatives ・Provision of integrated marketing solutions spanning film, digital content, and IP (Intellectual Property) businesses ・Community marketing driven by proprietary assets, such as sports platforms |
Co-Representative: Craig Matthew Lee
A seasoned leader with over 20 years at the forefront of the advertising and live events industries. His extensive portfolio includes managing world-class projects and major campaigns for brands such as BMW, Nissan, Heineken, CIMB Bank, and the Qatar World Cup Bid.