industry: advertising
Brief Background

Following a change in leadership, TBWA\ KL embarked on a transformation plan with culture being one of the more important initiatives. 95% was engaged to instill TBWA’s global philosophy ‘It’s better to be a Pirate than the Navy’ via a programme called the Pirate University.

The Objective

To bring the Pirate culture to life, the programme’s objectives were to instil confidence, build comradeship, encourage collaboration, break down barriers and to develop a positive outlook that would ultimately drive performance.

The Programme

2012 : a selected group of key influencers from various departments went through a 5-month programme that pushed the boundaries of what they could achieve together as a team living the Pirate Code.


2013 : the programme was extended to the younger executives, with some of the seniors taking on a mentoring role.

The Results

The two groups were so energized that they inspired and magnetized the whole company to raise their game. As a result, they achieved:

  • TBWA\ KL won three local and regional Agency Of The Year awards.
  • Glowing client reviews due to the teams being more inspired and motivated.
  • Higher levels of communication and cooperation resulting in greater efficiency.
  • Drop in staff turnover. TBWA\ KL didn’t lose a single staff for 12 months.
  • Record new business growth.


“Janet and her team have been great in managing and conducting the programme. They understood our needs and made sure that the programme delivered on our set objectives. The Pirate University programme is one of our pillars and it has played a role in creating positive change for the agency. The agency won three Agency-of-the-Year Awards in 2013 and numerous creative and marketing effectiveness awards locally and internationally in recognition for our work.”

Aaron Cowie
CEO, TBWA\ Kuala Lumpur

“Being part of the TBWA Pirate University Programme was a truly amazing experience. Although this programme was an initiative of TBWA, it wouldn’t have been successful without 95%.


I understood the intent behind the programme and was assured of my potential to truly breed the TBWA culture and influence others. I believe this is the hardest part for any organisation as it takes a certain individual to move the company forward together.”

Janine Wai, Account Director, TBWA\ Kuala Lumpur (2012)
Participant in The Pirate University

“My sincere thanks for helping us bring the programme to life by devising a training framework that was not only engaging but completely befitting our agency’s desired culture. I would also like to commend your team for all the effort and dedication in managing the training activities, truly a job well done ”

Shaun Tay
General Manager, TBWA\ Kuala Lumpur (2013)