MAS appoints agency for digital duties

MAS has appointed Mirum Singapore for digital duties, A+M understands from its sources.It is known from sources close to the development that Mirum is helping with consulting duties with regards to MAS’ website.Mirum Singapore will be providing expertise for Malaysia Airlines' global digital transformation initiatives to improve the airline's consumer user experience through technology, data and a robust creative and content strategy over the website and all digital applications.MAS previously worked with Mirum during the years it was known as XM Asia, carrying out redesign work for the national flight carrier's website to simplify ease of use and link customers to promotional deals and flight bookings.The national flight carrier recently launched a global media pitch early this year in March. It covers duties such as media planning and buying, social media and search engine marketing. A+M understands that the contract runs for two years with periodical reviews in between.Global network Mirum was launched in 2015 as part of JWT’s initiatives to consolidate its digital agencies. A total of 11 digital agencies including XM Asia was consolidated, giving the Mirum network access to 17 countries and 40 offices worldwide. Mirum operates as a sister agency to JWT, but with separate management teams and P&Ls.As part of the agency’s regional digital transformation consulting practice, Mirum recently launched new capabilities to help clients assess their overall digital readiness.Read also: MAS CEO’s sudden departure: Should agencies be worried?