Malaysia Aviation Group names global media AOR

Malaysia Aviation Group (MAG) has appointed Carat Malaysia as its global media agency of record (AOR), tasking the dentsu Malaysia agency with leading media strategy across 26 international markets.

Under the remit, Carat will act as MAG's central global media hub, bringing together media planning, buying and search engine optimisation (SEO) capabilities under a unified strategy aimed at strengthening engagement with travellers worldwide.

Operating from Malaysia, the agency will work alongside local market teams and specialist partners to deliver globally aligned campaigns tailored to regional market nuances and audience behaviours.

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According to MAG, the appointment supports its broader ambition to strengthen its global presence while delivering more seamless, data-informed customer experiences that build stronger connections with travellers throughout their journey.

Bala Pomaleh, CEO of media at dentsu Malaysia, said MAG occupies a unique position as one of Malaysia's most recognisable brands internationally. 

"We are incredibly proud to be handed this mandate, bringing together the strength of our global capabilities and Asian heritage with deep local truths, to craft strategies that resonate across markets while staying grounded in the spirit that makes Malaysia unique," he said.

He added that the partnership aims to create more meaningful connections with travellers globally while showcasing the best of what Malaysia has to offer.

The partnership combines Carat's global media network, integrated media capabilities and audience insights to support MAG's continued international expansion and enhance how the aviation group engages travellers across diverse markets.

MAG comprises three core business portfolios: airline operations, aviation services, and loyalty and travel services. Its airline portfolio includes Malaysia Airlines, Firefly and Amal by Malaysia Airlines, while its broader ecosystem spans cargo, engineering, ground handling, aviation training and loyalty platform Enrich.

The move follows broader efforts within the Malaysia Aviation Group ecosystem to enhance marketing agility. Earlier this year, Malaysia Airlines appointed Kingdom Digital Malaysia as its creative automation agency to support high-volume campaign adaptations across more than 20 markets, including multi-language creative assets across static, HTML5 and video formats.

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