MAS tipped to appoint creative agency

MAS is tipped to have appointed M&C Saatchi Malaysia as its creative and digital agency.

M&C Saatchi Malaysia has declined to comment and has directed all queries to MAS. A spokesperson from MAS told A+M that M&C Saatchi is currently working on several projects but declined to comment further on whether this was part of the recently called for pitch.

A+M understands that earlier, at least 15 network agencies were involved in the pitch with several branding agencies from Singapore taking part in the process. Meanwhile, the Association of Accredited Advertising Agents Malaysia (4As) also issued a letter to Malaysia Airlines (MAS) regarding its pitch.

This comes shortly after MAS announced new management last December, with ex-Aer Lingus head Christoph Mueller now leading MAS as CEO.

The incumbent agency is Ogilvy & Mather.