It's Milk+Co for Malaysia Airlines' project

Malaysia – Milk+Co is the chosen one out of three agencies, ending Malaysia Airlines’ creative pitch for a project account.

The engagement takes effect from Nov 1.

Incumbent Ogilvy & Mather and Bozell were also in the pitch which was described by the airlines as competitive.

Indira Nair, senior general manager, communications said: “Milk+Co was selected based on the thought process and insights they applied to the creative execution of the campaign they presented.”

The agency’s concepts and ideas were closely aligned to Malaysia Airlines’ business objectives which were outlined in the brief, she said.

The pitch had taken place on Sept 8 and the final decision making process saw three rounds of presentations, creative and technical evaluations.

The final approval was from the Tender Committee.

Nair said taking into account the current environment, the national carrier took to this as an opportunity to explore new approaches and ideas, for its survival and success.

 “With various new projects in the pipeline and a limited amount of money, sales-centric campaigns anchored in branding ensure that we are able to stretch our budget, while transforming into a Five Star Value Carrier,” she added.

Malaysia Airlines has a two-year relationship with Ogilvy & Mather and Mindshare. The relationship, the airlines said, will continue following Milk+Co’s appointment.

The September pitch had also invited Lowe which declined due to a conflict and JWT.