Telekom Malaysia (TM) has re-appointed Universal McCann Malaysia (UM), the media agency under IPG Mediabrands, to handle its media planning and buying business in Malaysia for another three years.
In a recently concluded pitch, the agency won and retained the account against a number of agencies vying for the business. This is also UM's third appointment on the same account by TM in the past seven years.
Speaking to A+M, managing director of UM, Amit Sutha said that marketing used to be an assembly line but is now more like a trading room that responds sensitively to market movements, "This, in part, is because customers today expect immediacy from brands. And, that is precisely how we approach our planning."
"We are thrilled at getting another chance to work with the people in TM because they are true proponents of this new age, an age where marketing and media’s focus has to shift from pushing messages at people to managing an ongoing conversation and building a relationship,” he added.
UM has been the strong force behind a number of successful campaigns by TM. In 2016, TM picked up 17 awards at various local, regional and global award ceremonies. Their winning campaigns include "#PakCik Misteri - How Telekom Malaysia gamified a TV ad to help those in need", "How #PakcikPower Reignited Passion for Malaysian football" and "How TM Reinvented itself with the makers of tomorrow."