Maybank has reappointed Zenith as its agency of record for its regional media business, following a review late last year.
Maybank had shortlisted Zenith, Starcom, IPG Mediabrands and Carat in the review.
Zenith, which has held the Maybank account for the last six years, will be undertaking media planning and buying duties in the primary markets of Malaysia, Singapore, Indonesia and the Philippines, in line with Maybank’s plans to align its regional strategies.
The contract is for another three years.
“It was a fair bidding exercise. Every agency went through a series of presentations and process to get shortlisted and Zenith won based on clear merits,” Mohamed Adam Wee (pictured), chief marketing officer at Maybank, told A+M.