Maxis appoints media and creative agencies

Local telecommunications company Maxis has appointed IPG Mediabrands’ Universal McCann (UM) as its new media agency, while retaining Leo Malaysia as its creative partner, following a competitive pitch process, A+M has learned.

The pitch, which reportedly began at the end of last year, concluded with the appointments finalised around mid-2025. Previously, Maxis worked with the One Publicis team under Publicis Groupe, an integrated partnership established in 2019 that brought together strategic, creative, media, digital, and technology specialists under one ecosystem.

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The appointments of UM and Leo were in time for the launch of Maxis' refreshed brand promise in July this year, titled “Tomorrow begins today”. It said in a press statement that this marked a renewed commitment to empower Malaysians to take charge of the present and shape their own futures.

As part of the rollout, Maxis also introduced a series of brand films highlighting its new brand promise, and how a customer's tomorrow can begin today with Maxis. “‘Tomorrow begins today’ is the mission that guides everything we do at Maxis,” said Goh Seow Eng, chief executive officer of Maxis. “Every moment today holds the potential to create a brighter future for our nation, our customers, our company, and for each of us."

Maxis' last brand purpose was "Always be ahead", launched in 2020 to celebrate its 25th anniversary. At the time, the tagline aimed to bring together the best of technologies to help people, businesses and the nation to "Always be ahead" in a changing world.

A+M has reached out to Maxis, IPG, and Leo for further information. 

Earlier this year, UM Malaysia was appointed as TCP Red Bull Malaysia’s media agency for a two-year period starting April. The agency’s remit covers all media duties, including strategy, planning, buying, research, and data and analytics. Around the same time, its sister agency, a bespoke Mediabrands unit named Azure, also secured RHB as a media client following a single-round pitch in March. That partnership officially began in April and will also run for two years.

Across the telco sector, several major players have also launched pitches this year. A+M understands that U Mobile called for a closed-door creative pitch in August, with the incumbent being Mediabrands Content Studio (MBCS) Malaysia. At least four agencies were reportedly invited, with the appointment expected to be on a retainer basis. Meanwhile, in April, CelcomDigi handed its creative remit to M&C Saatchi Malaysia, GrowthOps Asia, and Grey Malaysia. The telco confirmed the appointments with A+M, stating that the agencies will support its three critical business areas moving forward.

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