RHB concludes media pitch

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RHB has appointed IPG Mediabrands' bespoke unit Azure as its new media partner for its Malaysian market, following the conclusion of a single-round pitch in March 2025. The partnership officially began in April this year and will run for two years.

Azure will be tasked to lead RHB's media planning and buying across both digital and traditional channels. Besides managing the group's social media platforms, its remit includes maintaining RHB’s market presence, driving visibility, and fostering meaningful consumer interactions in an increasingly competitive landscape, the group's chief marketing officer, Abdul Sani Abdul Murad shared with A+M.

Don't miss: CelcomDigi concludes creative pitch

He said that the partnership is instrumental in enhancing its customer-centric engagement. By leveraging data-driven strategies and real-time insights, the agency is expected to help the bank deliver more personalised and relevant content to its audiences. This is aimed at driving media effectiveness and conversions, while strengthening its commitment to serving our customers with agility and precision.

"We’re excited to embark on this new chapter with IPG Mediabrands. Their strategic capabilities and innovative approach align seamlessly with our brand purpose of 'Making progress happen for everyone' and our 'Together we progress' ethos," said Abdul Sani.

"In today’s dynamic media landscape, we seek a partner who not only understands the intricacies of media planning and buying but also shares our commitment to customer-centricity. IPG Mediabrands brings to the table a blend of data-driven insights and creative excellence, which we believe will enhance our ability to connect with our customers meaningfully and authentically," he added.

"As we navigate the evolving needs of our customers, this partnership will be instrumental in ensuring that our messaging remains relevant, engaging, and aligned with our core values. Together, we aim to create impactful narratives that resonate with our audience and reinforce our position as a trusted financial partner," the bank's CMO said.

RHB's media duties were previously supported by two agencies, APD Digital for its digital and social media management responsibilities, and Alchemy Seventy Nine for its traditional media side. Both of these responsibilities have now been consolidated under Azure.

Meanwhile, IPG Mediabrands also confirmed the appointment with A+M. "RHB has appointed a bespoke unit Azure, under the IPG Mediabrands group of companies in Malaysia, for its integrated media and marketing solutions. Azure will handle the RHB account, including 360 services across planning, buying, analytics, social and tech," it said in a statement.

Earlier this year, UM had also been appointed as the media agency of record for Malaysian bottled water manufacturer Spritzer. Spritzer said that UM was picked for its exceptional creative thinking and innovation. Besides that, IPG's Mediabrands Content Studios (MBCS) also has brands such as 100PLUS, Safi, Ford Ranger, U Mobile, AIA PUBLIC Takaful, and more, under its belt.

This year, Malaysia has seen a slew of creative, media and social media pitches. Notably, Oatside appointed Trapper as its media agency for Malaysia in March, while the agency also scored the social media remits for Kia APAC and Emborg.

Last month, Malaysia Airports (MAHB) renewed its appointment of TEAM LEWIS Malaysia to lead its public relations and social media strategy for its commercial services division. On the creative side, CelcomDigi had just recently handed over its creative remit to M&C Saatchi Malaysia, GrowthOps Asia, and Grey Malaysia.

Join us this coming 21 May for #Content360, an extravaganza centered around three core thematic pillars: Challenging the norm; Conquering Media Fragmentation; and Unlocking Imagination. Immerse yourself in learning to curate content with creativity, critical thinking, and confidence with us at Content360!

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