Voice. The planter

A centennial of legacy

Client

Services

Industry

The ISP 100 year Centennial Celebration. 

The Incorporated Society of Planters (ISP) draws from its 100-year old legacy, born of a deep and intense appreciation for the role of the Planter. It was incorporated on 8th October 1919 during the halcyon days of the colonial rule, as a company limited by guarantee and not having a share capital under the Companies Enactment Act 1917, for the development and advancement of the personal and professional well-being of those involved directly or indirectly with the plantation industry.

Challenge

A need

The Chairman saw the need for diversifying narratives to create a better understanding of ISP’s role for the nation. He also wanted to stress a point that the industry must encourage and embrace participation from youth and women.  Our recommendation is to tell the story of ISP’s 100-year old impact on the Malaysian plantation scene from the lens of its key benefactors – the planters.

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The Dynamics of the Planter

In the 1920 November edition of The Planter, Charles Ward-Jackson FISP commissioned an illustration to accompany his article, “Rubber Planting”. Titled “The New Admirable Crichton”, the iconic sketch represents Ward-Jackson’s thoughts of who and what a planter is.

The satirical account gives a profound insight into the inner workings of running a plantation; and the tremendous mental, physical and emotional demands that a planter shoulders in ensuring that the plantation under his care yields. The 21st century planter is an embodiment of his 1920s counterpart; but more.

Approach

Working with the Chairman of ISP, we crafted the content angles and recommended media tactics with the following in mind:

01

Establish a voice that exemplifies the values of a cross section of planters - represented in gender, age, expertise from states all across Malaysia.

02

Build strong relationships through our conversations, because in understanding what inspires, we craft organic content.

03

Create authentic content that embodies the innate beauty of the human spirit and will, by always keeping the person at the core.

Key outcome

Resonating the Tenacity and Wisdom of the Planter.

Thought Leadership Series

In a male dominated industry, Siti stands tall.

A first, a female planter shares her story.Ts. Siti Zuwairiah Abdullah, LISP. First Female Estate Manager at Sime Darby Plantation Berhad, First Female Incorporate Society of Planters Director

Datuk Daud Amatzin, Chairman of Incorporated Society of Malaysia

M R Chandran, Honorary Member of RSPO Malaysia Advisor to the Malaysian Government and Director of the Incorporated Society of Malaysia

Corporate Profiling Initiative

Here’s how we positioned it. A summary of the Incorporated Society of Planters founding history and its sights for the future.

The Dynamics of the Planter

In the 1920 November edition of The Planter, Charles Ward-Jackson, FISP, commissioned an illustration to accompany his article, “Rubber Planting”.  The iconic sketch, “The New Admirable Crichton”, represents Ward-Jackson’s thoughts of who and what a planter is.



He explained that a rubber planter needs to be a walking encyclopaedia. He must have detailed knowledge of all the branches of estate work. A rubber planter, among others, is a person who is able to dabble in botany by being a bit of a chemist and an agriculturist. Surveying is an all in a day’s work routine, alongside tasks associated with being somewhat an architect and an engineer. The job of brick-laying must come as a breeze to a planter, so must his adeptness with book-keeping; and on occasions, he may be required to assume the role of a physician.


Ward-Jackson’s satirical account gives a profound insight into the inner workings of running a plantation, and the tremendous mental, physical and emotional demands that a planter shoulders in ensuring that the plantation under his care yields. The 21st century planter is an embodiment of his 1920s counterpart, and more.



The planter of today must know what he can and cannot control. He can ascertain the level of his skills, knowledge and education, and these, he must fervently pursue. He cannot control the whole environment in which he exists; so for this, he must be adroit in working with the greater community to achieve a common good. Yet, the greatest common denominator that binds a planter of yesterday to the planter of today and that of tomorrow, will be his willingness to walk the fields and work the plantations. 



The demands of a global population will be phenomenal to say the least. In the next 50 years, the global population will require 50 percent more food, and this can only come from the intensification of agriculture. In the wake of this, the values of integrity, passion, commitment and innovation, of which the Incorporated Society of Planters (ISP) has tirelessly and unrelentingly championed, have guided the planter community in Malaysia over the last 100 years. There is no doubt that these values will continue to be the beacon that illuminates the paths of the future.

Media Advocacy

Get Youth, Women to Be Planters

The plantation industry has been instrumental in laying the building blocks of Malaysia and its contribution to the country is undeniable. In the early 1900s, the sector welcomed labour contributions from various people — those from Malaya and other parts of the world. The plantation sector will continue to remain economically relevant as it acts as the glue that bonds us as a nation.

However, in powering forward, some things must change, Opinion, New Straits Times.

Thought Leadership Series

In a male dominated industry, Siti stands tall.

A first, a female planter shares her story.Ts. Siti Zuwairiah Abdullah, LISP. First Female Estate Manager at Sime Darby Plantation Berhad, First Female Incorporate Society of Planters Director

Datuk Daud Amatzin, Chairman of Incorporated Society of Malaysia

M R Chandran, Honorary Member of RSPO Malaysia Advisor to the Malaysian Government and Director of the Incorporated Society of Malaysia

Corporate Profiling Initiative

Here’s how we positioned it. A summary of the Incorporated Society of Planters founding history and its sights for the future.

The Dynamics of the Planter

In the 1920 November edition of The Planter, Charles Ward-Jackson, FISP, commissioned an illustration to accompany his article, “Rubber Planting”.  The iconic sketch, “The New Admirable Crichton”, represents Ward-Jackson’s thoughts of who and what a planter is.



He explained that a rubber planter needs to be a walking encyclopaedia. He must have detailed knowledge of all the branches of estate work. A rubber planter, among others, is a person who is able to dabble in botany by being a bit of a chemist and an agriculturist. Surveying is an all in a day’s work routine, alongside tasks associated with being somewhat an architect and an engineer. The job of brick-laying must come as a breeze to a planter, so must his adeptness with book-keeping; and on occasions, he may be required to assume the role of a physician.


Ward-Jackson’s satirical account gives a profound insight into the inner workings of running a plantation, and the tremendous mental, physical and emotional demands that a planter shoulders in ensuring that the plantation under his care yields. The 21st century planter is an embodiment of his 1920s counterpart, and more.



The planter of today must know what he can and cannot control. He can ascertain the level of his skills, knowledge and education, and these, he must fervently pursue. He cannot control the whole environment in which he exists; so for this, he must be adroit in working with the greater community to achieve a common good. Yet, the greatest common denominator that binds a planter of yesterday to the planter of today and that of tomorrow, will be his willingness to walk the fields and work the plantations. 



The demands of a global population will be phenomenal to say the least. In the next 50 years, the global population will require 50 percent more food, and this can only come from the intensification of agriculture. In the wake of this, the values of integrity, passion, commitment and innovation, of which the Incorporated Society of Planters (ISP) has tirelessly and unrelentingly championed, have guided the planter community in Malaysia over the last 100 years. There is no doubt that these values will continue to be the beacon that illuminates the paths of the future.

Media Advocacy

Get Youth, Women to Be Planters

The plantation industry has been instrumental in laying the building blocks of Malaysia and its contribution to the country is undeniable. In the early 1900s, the sector welcomed labour contributions from various people — those from Malaya and other parts of the world. The plantation sector will continue to remain economically relevant as it acts as the glue that bonds us as a nation.

However, in powering forward, some things must change, Opinion, New Straits Times.

The Impact

Results Aligned to Client Expectations.

10 qualitative results aligned to client expectations.

10 authentic perspectives of a cross section of planters

A first for ISP, a female planter’s story

 A proposed framework for further content diversification

 An earned media coverage in the New Straits Times advocating for youth and women planters

A corporate profiling initiative

Power Your Voice. Content Today

We challenge ourselves constantly to bring the story of success to the brands we work with.

The Impact

Results Aligned to Client Expectations.

10 qualitative results aligned to client expectations.

10 authentic perspectives of a cross section of planters

A first for ISP, a female planter’s story

 A proposed framework for further content diversification

 An earned media coverage in the New Straits Times advocating for youth and women planters

A corporate profiling initiative

Power Your Voice. Content Today

We challenge ourselves constantly to bring the story of success to the brands we work with.