Maybank is reviewing its regional media business and has shortlisted four agencies who are due to present end of the month.
The shortlisted agencies include the incumbent Zenith, Starcom, IPG Mediabrands and Carat.
Maybank has worked with Zenith on its local media business for six years but the banking giant is looking to align its regional media business as the bank becomes more regional in its scope.
Chief marketing officer Mohamed Adam Wee (pictured) tells A+M, “All markets have always looked after their own planning. But now, we wish to adopt a more integrated approach in how we plan media so there’s less wastage,” he says.
Wee added that as a part of its corporate governance, Maybank is also obligated to review its tender partners periodically.