Under the covers, we’re a cosy creative digital agency. While in the early days, Amphibia Digital has always been known as the ‘Internet Grease Monkeys’, over the past couple of years we have transformed our business into front-end digital communications and marketing company. The company which started out as Digital Commerce Malaysia (or more popularly known as DCM) was initially a web application solution business. Establishing itself in the early years of the internet industry as one of the few Malaysian web solutions companies to develop and retail its own Content Management System (CMS).

Over the years, its business shifted towards content development, maintenance and support. In 2008, began the transformation of the business shifting its focus from solution to services. Today we offer our client-partnerships with a wider array of services and resources, as one of the few homegrown digital agency.

Founded by Gary Tay, a 12-year veteran in advertising and communications, Gary worked in a variety of multi-national ad agencies including Backer Spielvogel Bates (BSB Malaysia) and Leo Burnett. His experience included working on brands such as Dutch Baby, Sime Tyres, Sony Malaysia, Marlboro Classics, Standard Chartered Bank, Carlsberg etc. He went on to manage the interactive division in Leo Burnett, called ‘iLeo’ before pursuing his Masters in Technology Management in 2001. The same year, DCM was estalished.

8 years on, Gary again reunited with his colleague from Leo Burnett, Harish Subramaniam in 2008. Harish on the hindside, started his career in 1997 with Poppe Tyson/Modem Media, then one of the leading Interactive companies globally which setup in Malaysia. He later joined NeuroWeb which he worked on Maxis, BonusLink, Shell, AIG, Celcom… It wasn’t until 2000, that Gary and Harish first met when they teamed up for the first time as colleagues in Leo Burnett Interactive.

Harish took over from Gary, and ran the interactive unit for 8 years before the two of them teamed up again at DCM (later re-branded as Amphibia Digital). During his tenure at ARC Worldwide digital interactive, Harish managed to grow the business, hire some key talent and win awards in Kancils, DMAM and Asia Interactive Awards. Harish worked on Malaysia Airlines, Petronas, Philip Morris, Yahoo!, Johnnie Walker and many other local and multinational clients. Harish was involved in Formula 1 related events developing digital interactive solutions. Also together with his team developed probably the only Formula One & MotoGP 3D motion simulators.

Over the 9 years in business, Amphibia Digital has build up an impressive portfolio of client-partnerships which include MBF Cards, Bonuslink, Samsung Malaysia, YTL Hotels, E&O Hotels, Iris Corporation and today, we work on brands such as Al Rajhi Bank, Aeon Credit Service, Subang Skypark, Qualitas, 4As and Adoimagazine. Most recently, Amphibia Digital picked up the Happy Prepaid, Qualitas, INTI Laureate, Schick Malaysia busineses including taking assignments from Career Xcell, Realmart, OgilvyOne, MRM and Bates141.

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Introduction > Learn about our beliefs > Learn about our history

To realize our vision, it is very key we continue to build a resource and knowledge base capable of delivering our goals. This applies our basic beliefs within the company, the ideal environment and culture for our people and the right client partnerships that seek to make the difference on the web.

To achieve these goals, we have some basic beliefs…

4Cs: Current, Consumer, Commodity, Collaboration

While it may seem like a slow, tedious process, we belief to compete in this new age and digital space effectively a proper plan and framework needs to be in place for us to succeed. Crux of it all, the Management is now pushing towards building capabilities in 4Cs; Current, Consumer, Commodity and Collaboration.

CURRENT

• Being current and relevant in the space; in terms of…
  • Design & Technology
  • Trends; consumer behaviors, habits and usability
  • Delivery i.e. content
• It’s the same spill, if you haven’t heard yet “Content is still king”, and being current is a currency.
• Getting fresh information into the hands of the end user in a timely manner whether on the move, mobile, web. Whenever, wherever – it is key to meet your user needs.
• While with Web 2.0, more channels are available to deliver content from Twitter apps, web, RSS feeds, email, social media to mobile is becoming more popular – caution – there is still a huge number of basic users and all these fundamentals need to be met.

CONSUMER

• Understanding consumer behaviors, user habits and usability has been a huge driver in our agenda.
• Part of our plans include rolling out collaborative research and surveys to better understand consumer behavior.
• Working with Amphibia Labs and its partners to release regular findings on web consumer behaviors.

COMMODITY

• The industry is lacking good talent in the digital space, especially programs to grow and harness these talents.
• Amphibia Digital has big plans in nurturing new talents.
• One of the reasons for Amphibia Digital’s participation in the Malaysian Digital Association (MDA) is to work closely with its Knowledge Council to build a program to deliver steady stream of fresh talents to the industry.
• Amphibia Digital will also be launching its internal training program in the coming weeks to share and grow the knowledge of its current employees.

COLLABORATION

• Building up a network of collaborative partnerships is another key focus moving forward.
• Building Online Business Models that are proven, and growing from our key learnings.

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Introduction > Learn about our beliefs > Learn about our history

DCM re-brands to Amphibia Digital in May 2009.

Amphibia Labs begins life as an Online Media Agency – Jan 2009.

Harish comes on-board in March 2008

Sep 2007 – DCM moves to its new office in Kelana Parkview.

July 2007 – DCMers head to Bali for our first Annual Getaway.

Jan 2007 – re-launched as a New Media Interactive company.

2006 was a consolidation year, as part of its corporate diversification, Tham, Ee and Mun parts company with DCM to continue DC Labs MSC Sdn Bhd. DCM remained, but now transformed to a front-end web design company.

10th March 2006 – Digital Commerce Malaysia receives approval to incorporate its MSC-status Research & Development company.

Another busy year for DCM, as we push ahead with our MSC-status and technology plans…

• DCM becomes Microsoft® ISV Partner.
• Participated in the MiRC (MCA ICT Resource Centre) launch exhibition.
• DCM launches its latest version of Content Management system, COMET™ MX2005.
• Conducts its first workshop “Deliver A Rich Internet Experience”.
• Sponsored the Adrenaline Awards 2005 – Creative & Design Student Awards.
• DCM among the sponsors of the MC2 Awards 2005 and 4As Kancil 2004/05 Awards show.
• Conducts workshop with Sledgehammer Communications on “Online Marketing”.
• DCM becomes a Hewlett-Packard Business Partner.

In the 3rd quarter of 2001, DCM began operations after being awarded turnkey projects to develop two web applications for Leo Burnett Advertising (Leo Burnett MAS extranet & LB intranet).

By the end of 2001, DCM started offering content management systems (CMS) to its customers. Maestro COMET™ v1.0 was beta launched in Nov 2001.

How it all began…

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Introduction > Learn about our beliefs > Learn about our history