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Malaysia Airlines hands media account to Starcom
by Kenny Lim
3-Dec-09, 12:00
KUALA LUMPUR – Malaysia Airlines (MAS) has awarded its media planning and buying business to Starcom in Malaysia following a competitive four-way review.
In early November, the national carrier invited three-year incumbent Mindshare to defend the account against three other agencies including Zenith Consulting and Initiative as part of a statutory review for Government-linked firms.
The appointment, effective January 2010, returns the account to Starcom, which it managed in 2006. The Publicis Groupe agency will also take on digital responsibilities.
Indira Nair, senior GM of communications, MAS, said: “Our brief evaluated the agencies on talent helming the account, consumer insights, ideas anchored on business goals and stretching the budget. Based on our stringent tender process, Starcom did well in all areas. Now comes the tough part – delivering and executing."
Nick Drew, MD Starcom Malaysia, added: “Our unwavering focus on business-building ideas made our argument very compelling. And our digital capability backed by a solid team ultimately won the client over.”
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