Rev Asia and Microsoft part ways

After five years, Rev Asia has decided not to renew its exclusive partnership with Microsoft to produce MSN Malaysia.

Rev Asia has exclusively operated and developed content and delivered advertising solutions for MSN Malaysia’s portal, and Skype in Malaysia.

According to a spokesperson from Rev Asia, the contract ended on 30 June and the company decided not renew it.

When asked the reason behind the move, she said that Rev Asia “didn't come to the decision lightly”, but did not reveal further information. “But we are that committed to and are incredibly excited to now be able to focus our energies and ideas on developing REV Asia's numerous IPs and other print and digital brands within the company, in line with plans we have already set in motion for REV Asia’s continued expansion into the ASEAN region,” she added.

No staff were laid off as a result of the move, said the spokesperson. “The majority of the MSN editorial team opted to transfer to Microsoft and retain their roles following the disengagement, with the exception of two staff who opted to remain with Rev Asia,” said the spokesperson.

Those that have moved to Microsoft include Reta Lee, head of editorial; Amy Chatterton, homepage & entertainment editor; Liyana Amirah, news editor and Donovan Louis, community & sports editor.

Meanwhile, earlier this year, Rev Asia tied up with Business Insider regionally. It also announced an exclusive sales representation agreement with HCK Media to resell and operate all advertising inventory across HCK Media's digital assets which includes digital advertising inventory for Focus Malaysia, The Heat and The And Daily. New lifestyle and luxury verticals and seasonal blockbusters under the banner will be launched, added the spokesperson.

Rev Asia is the owner and operator of Catcha Digital, Catcha Publishing and businesses.

Microsoft did not comment on the parting of ways, but issued a release on selecting Better Digital as its exclusive Microsoft Advertising sales partner in Malaysia as of this month.

Headquartered in Kuala Lumpur – with offices in Singapore, Indonesia, Thailand and Philippines – Better will offer inventory across Microsoft’s platforms.

“Our partnership with Better will give agencies and advertisers in Malaysia access to our growing product portfolio, allowing brands to reach consumers in more mindsets, at more moments throughout their digital lives,” said Ken Chang, regional commercial director for Asia Pacific, Microsoft Advertising.