In a recent LinkedIn post, Choo Ann NGOH discusses a subtle yet significant advertising rivalry between McDonald’s and Subway that has been unfolding in Malaysia. Contrary to a perception of Malaysian companies being less competitive in their advertising efforts, Choo Ann NGOH highlights a ‘secret war’ that took place discreetly within the pages of an English daily newspaper.
Choo Ann NGOH initially expected to write about McDonald’s new menu but was drawn into a deeper investigation after noticing a crucial difference between two advertisements. This discovery led to a re-examination of past advertising materials.
“I always thought advertisers in Malaysia were conservative As compared to the some of the well known billboard wars between competitors eg BMW Vs Audi, Samsung vs Apple etc”
This observation sets the stage for Choo Ann NGOH’s surprise at uncovering a nuanced competitive battle. The journalist notes that this particular advertising skirmish might have gone unnoticed by many, emphasizing the subtlety involved.
The Subtle Art of Competitive Advertising
Choo Ann NGOH points out the difficulty in spotting the strategic maneuvers employed by these fast-food giants. The rivalry, as described by Choo Ann NGOH, was not overt but rather embedded in the details of print advertisements.
Unmasking the ‘Secret War’
The crux of Choo Ann NGOH’s discovery lies in the minute distinctions between ads placed on different pages of the same newspaper. This careful observation allowed Choo Ann NGOH to piece together the narrative of a competitive exchange.
“It took me 14 years to discover this ‘secret war’ between McDonald’s and Subway in Malaysia And it took place in an English daily”
As Choo Ann NGOH explains, the realization prompted a deeper dive into personal archives of advertising materials. This retrospective analysis was key to understanding the timeline and the dynamic between the two brands.
“When I realized this, I quickly looked up my collection of ads by Subway (pages 8,9,10)”
The post further suggests that the timing of the advertisements reveals a clear cause-and-effect relationship, indicating which brand initiated the moves and which responded. Choo Ann NGOH uses playful emojis to convey the clandestine nature of this discovery.
Lessons in Market Observation
Choo Ann NGOH’s experience serves as a compelling case study in the importance of detailed market observation. It underscores that competitive strategies can manifest in unexpected and understated ways, even within seemingly mature markets like Malaysia.
“PS: I initially wanted to write a post about McDonald’s new menu When I noticed the difference in the ads on pages 2 & 5, I decided to do a little more research”
According to Choo Ann NGOH, this hidden advertising war highlights the ongoing efforts by businesses to maintain market share and brand presence through strategic, albeit subtle, communication. The post invites readers to share their own observations, fostering a community discussion around marketing tactics.
📝 About This Content
This article is based on insights shared by Choo Ann NGOH on LinkedIn.
📅 Originally posted on September 7, 2026 | View original post on LinkedIn →