AirAsia tipped to pick IPG Mediabrands' BPN for global media duties

AirAsia is tipped to appoint IPG Mediabrands' BPN to manage global media duties. A+M understands the account will be managed through a unit named Red Wings. Previously working on the account were Carat and Dentsu X, A+M understands. A+M also understands that its relationship with Dentsu Aegis Network was around approximately seven years. AirAsia declined to comment on A+M's queries, while IPG Mediabrands did not respond to queries from A+M.

UPDATE: AirAsia has since confirmed the news adding that the media duties will be for AirAsia Berhad and AirAsia X Berhad following a pitch process that spanned 23 markets. It also confirmed the news of a dedicated team called Red Wings, powered by BPN in Malaysia, to handle media and communications planning, buying, and analytics on a global level. The global hub will be set up in Malaysia.

AirAsia has over the year been actively ramping up its marketing efforts to reach global audiences. Most recently, AirAsia announced that it will have its branding featured inside the Octagon at the upcoming UFC fight between Conor McGregor and Khabib Nurmagomedov on 6 October 2018. Held at T-Mobile Arena in Las Vegas, the red corner of the Octagon, an eight-sided octagonal mat and cage which UFC fighters compete in, will be taken over by AirAsia.

Meanwhile at home, it has also been lauded as the most positively talked about brand among Millennials aged 18 to 34 years old, with a score of 88.7 out of 100. This comes as group CEO Tony Fernandes was ranked the fourth most admired person in Malaysia by YouGov.

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To keep up with the needs of its consumers, AirAsia's loyalty programme, BIG Loyalty, also launched a points exchange platform named BIG Xchange to enable BIG members to convert between BIG Points and partner points seamlessly and instantly beginning 25 September 2018.

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