Media Prima Television Networks (MPTN) has appointed Dragon Rouge Southeast Asia (SEA) to handle its branding initiatives in 2018.
The account win follows a competitive pitch, which A+M reported earlier in November last year, stating the four companies shortlisted include agencies such as TBWA, Dragon Rouge and McCann Worldgroup as well as, brand consultancy Ova.
MPTN operates Malaysia’s four leading free to-air television stations, namely TV3, ntv7, 8TV and TV9 in addition to tonton, Malaysia’s number one Over -the-Top (OTT) service and Studio 8, MPTV’s multichannel network on YouTube. MPTN currently reaches over 28 million Malaysians every day on terrestrial networks, satellite television and online, according to a statement by the agency.
Among other initiatives, Dragon Rouge is working on the rebranding of ntv7, one of MPTVs longest running channels. The new logo was revealed at the MPTV screenings last week. CEO of MPTN Johan Ishak announced that in addition to a new brand identity, ntv7’s brand repositioning will see “content that will reflect [and] cater for the modern society."
On this appointment, Johan said, in order to take MPTN's brands to the next level, it needs a partner who could provide a fresh perspective on its business and challenge its thinking, strategically and creatively.
"We are clear about the kind of media and content business we want to be, and Dragon Rouge is working with us to reflect our vision in our iconic television brands” Johan added.
Zayn Khan, CEO of Dragon Rouge for SEA said, that the media landscape is undergoing rapid changes, adding it will partner Media Prima to help its “television” brands keep in step with these changes. The traditional approach to brand-building no longer applies as the world turns digital, and Media Prima understands this well, according to Khan.