Maybank calls for regional media review

Maybank is calling for a regional media pitch covering markets such as Malaysia, Singapore, Indonesia and Philippines. Maybank has confirmed the move to A+M.

The incumbent on the account is Zenith. Zenith has held the account for the past nine years. The agency was reappointed in mid-2013 for a three-year contract to undertake Maybank's media planning and buying duties in its primary markets mentioned above, to be in line with the bank's regional strategies.

In August this year, the bank, which is one of Asia’s leading bank groups, picked Leo Burnett Singapore its new creative agency of record.

It was the first time Maybank formally engaged a creative agency of record in Singapore as it only worked with smaller agencies on a project basis. About six agencies were eyeing for this account pitched in May.

The agency will be responsible for leading Maybank’s creative communications in Singapore, including an upcoming 360-degree integrated brand communication campaign with this new two year appointment.