Jetstar consolidates APAC media business

Jetstar Group has appointed Maxus as its media planning and buying agency across the region, following a review in the second quarter of 2012.Through the appointment, Jetstar looks to consolidate media planning and buying services across Asia Pacific, moving from a local market by market approach.Marketing understands the pitch was ultimately down to incumbents, Carat and Vizeum from the Aegis Network and Maxus.Previously, Maxus was solely in charge of the Australian market while the rest of the markets in APAC were handled by Vizeum and Carat.David Koczkar, group chief commercial officer for Jetstar said the low cost carrier in Asia Pacific was looking for benefits and efficiencies one media agency could bring to the brand as well as "opportunities to leverage that scale across all markets."The appointment takes effect during the second quarter of this year.Jetstar Asia also recently appointed AKA Asia as its lead PR agency for Southeast Asia following a four-way pitch.