Axiata Group concludes creative pitch, sticks with M&C Saatchi

Axiata Group has reappointed M&C Saatchi Malaysia to manage its brand presence across ASEAN and South Asia for the year, following a pitch called in late 2017 which saw more than 10 agencies pitch. The agency has been working with Axiata since its inception in 2009.

M&C Saatchi will also be responsible for above-the-line and below-the-line advertising for the group's digital financial services and e-wallet product Boost. It was involved in the conceptualisation, product development and launch of Boost, developed by Axiata Digital. Boost aims to simplify day-to-day transactions through the app in today's increasingly digital and mobile world.

According to Axiata group chief strategy and marketing officer, Dominic P. Arena, the agency has proven to be the right partner for it in the past, demonstrating commitment, passion and dedication. As such, it helped Axiata create a "highly recognisable and trust brand" across all its markets in Asia.

"Now, on our journey towards becoming a digital champion, it is essential for us to partner with the right agency who is able to take our brand forward in the digital space," Arena said.

Christopher Tiffin, CEO, Boost, said it understands that the brand needs to be built on trust while engagement with customers must be educational at this stage. As such, it believes that M&C Saatchi is one of the partners that will enable it to achieve this.

“I am thrilled to continue the journey with Axiata after having worked on the brand since the beginning. Taking Axiata into the new digital era  and creating new milestones will be exciting and I am grateful for the opportunity," CEO of M&C Saatchi, Lara Hussein, said.

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