CIMB picks M&C Saatchi to handle creative work on social platforms

CIMB has appointed M&C Saatchi Malaysia to manage creative duties for social media, as well as its festive and corporate segments for a period of one year each. Pitches for both the social media and the festive and corporate segments ran concurrently.

The agency was appointed to oversee creative duties for CIMB's social media following a pitch held in mid-January. The first brief was to develop a video to celebrate Chinese New Year, resulting in CIMB working with M&C Saatchi to launch "Gong Xi Nasi Lemak" on Facebook. The video garnered over 3.8 million views, 21k reactions, 6.4k shares and 534 comments at the time of writing.

Following the success of the social media campaign, CIMB then awarded M&C Saatchi creative responsibilities for its festive and corporate segments of the business.

Mohamed Adam Wee Bin Abdullah, group CMO, CIMB Group said the Chinese New Year campaign told a tale of strength through diversity, demonstrating how Malaysians can make real progress when working together as partners. The campaign not only struck "the right festive note" but also delivered CIMB's brand value of being a forward-looking bank.

"With M&C Saatchi on board, we are excited about generating more great work,” he said.

“We are very thankful for the opportunity to be working with CIMB and being able to collaborate on memorable festive campaigns that are inspiring and real," Lara Hussein, CEO and co-founder of M&C Saatchi, said.

The double wins come after the agency was reappointed by Axiata Group in February to manage its brand presence across ASEAN and South Asia for the year. The appointment followed a pitch called in late 2017 which saw more than 10 agencies pitch. M&C Saatchi has been working with Axiata since its inception in 2009.

It is also responsible for above-the-line and below-the-line advertising for the group’s digital financial services and e-wallet product Boost.