AirAsia appoints Carat

Marketing has learned from its sources that the AirAsia account, held jointly by OMD and Carat, will be consolidated into Carat from September this year.

It is believed one of the factors behind the shift could be OMD subsidiary Mediawise’s hold on the conflicting Tiger Airways account. AirAsia declined to confirm the news, saying an official statement would be released in the coming weeks. OMD initially declined to comment but its Malaysia MD, Andreas Vogiatzakis later released a statement to Marketing saying, “Over the years, AirAsia has grown significantly within our agencies, both PHD and OMD. We have helped them and watched them to grow into their strongest ever position today, and transform the aviation industry as we knew it in Malaysia.”

“We are very proud to be part of their successes through the years; we have learned so much from their amazing drive for success and business management, and we wish to all of our Air Asia friends the very best of luck in their future quests, challenges and future partnerships,” he said.

The unique media account split was announced two months ago after an intensive pitch which started in February. OMD was retained to handle AirAsia and Carat was then tasked to handle the media for its’ low cost, long haul, no frills counterpart AirAsiaX.

AirAsia January to June ad expenditure for this year stands at RM18.5 million.

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