Amidst top level marketing changes, MAS has handed its media account to IPG Mediabrands.
The appointment follows a global pitch which covers four continents and more than 22 countries.
“We needed an AOR partner to help us lead the customers, rather than follow them. IPG Mediabrands was a clear choice,” said MAS director of commercial Dr Hugh Dunleavy.
MAS has also announced that it will be joining the Oneworld alliance to maximise its share of growth in Asia.
The news comes shortly after Al-Ishsal Ishak, senior vice-president of marketing and promotions, commercial at Malaysia Airlines tendered his resignation.
Ishak joined MAS in Jan this year and oversaw the A380 “The Big Flight” campaign.