Malaysia Airlines splits global media duties

Malaysia Airlines Berhad will  be strengthening its brand presence as it appoints GroupM and Rally Worldwide, to work cohesively to assist the airline in driving business revenue.

GroupM has been awarded the business on all paid media and media strategy and IPG Rally only manages social media.

The duties cover channel planning, global media buy, search engine marketing and remarketing, social media, community management as well as influencer engagement.  The agencies will be supporting the airline for two years, effective 1 May 2016 with an option to renew for one year.

Malaysia Airlines chief commercial officer, Paul Simmons said, “[The agencies] fulfilled our requirements and have a firm grasp of the challenging environment of the aviation industry. The agencies believe in our brand values and they have a pool of diverse and young talent, to support Malaysia Airlines to compete across the globe."

A+M understands at least five agencies are vying for the account. This includes the likes of Havas Media, Starcom, GroupM, Zenith and incumbents IPG. The pitch was called in MarchIPG first won the account in 2012 following a global pitch which covered four continents and more than 22 countries

Most recently, A+M first reported that MAS also appointed Mirum Singapore to provide expertise for Malaysia Airlines’ global digital transformation initiative.

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