Malaysia Airlines appoints new creative automation agency

Malaysia Airlines has appointed Kingdom Digital Malaysia as its creative automation agency, following the conclusion of a retainer pitch.

The appointment formalises a working relationship that began in July 2024, when Kingdom Digital was first engaged on a project basis to support the airline’s high-volume digital production needs.

Under the new retainer, the agency will focus on delivering scalable creative adaptations across global campaigns, powered by its proprietary digital creative automation (DCA) capabilities.

The partnership supports Malaysia Airlines’ global marketing efforts across more than 20 countries, spanning multi-language creative assets across static, HTML5 and video formats. This includes dynamic templating, high-volume content versioning and expanded video outputs, allowing campaigns to be deployed efficiently without compromising brand consistency.

Don't miss: Malaysia Airlines calls for global media pitch

The agnecy shared in a statement, that operating in a highly dynamic aviation landscape, Malaysia Airlines faces constant shifts in pricing, promotions and demand across markets. This has increased the need for faster turnaround times and consistent campaign execution across multiple regions, languages and channels.

To address this, Kingdom Digital is deploying a “human-in-the-loop” creative automation model, combining technology with strategic oversight. The approach enables the airline to streamline workflows, rapidly adapt messaging and pricing, and produce campaign assets at scale, with turnaround times reduced by up to 80%, according to the agency.

By automating production-heavy processes, the airline’s marketing team is also able to shift focus towards higher-value areas such as brand storytelling and customer engagement, particularly as competition intensifies in the global travel sector.

Ryan Ong, CEO of Kingdom Digital, said the collaboration reflects a broader shift towards hybrid creative-tech models in marketing.

“At Kingdom Digital, we believe technology should empower people, not replace them. This partnership with Malaysia Airlines allows us to solve real business operational challenges while unlocking new creative potential,” he added.

The appointment also reinforces Kingdom Digital’s position in the region, supported by Hakuhodo International’s digital network, as more brands adopt automation-driven approaches to scale content while maintaining creative quality.

This also comes as Malaysia Airlines called for a closed-door global media pitch. Calls for submissions began in December, and has reportedly closed. 
 
A+M learned at the time of reporting that the remit of the appointed agency would cover digital performance and media duties across multiple markets. 

Be part of #Content360 Malaysia, 13 May 2026, where creativity and community collide. Explore how AI-powered imagination, culturally resonant storytelling, and platform-savvy strategies are shaping the future of content. Gain practical insights, discover new tactics, and learn how the region’s top creators and brands are crafting campaigns that truly resonate.

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