Telekom Malaysia (TM) has picked GroupM Malaysia’s m/SIX as the lead agency for unifi, which will work together with Grey and Y&R. The agency will also manage unifi’s media planning and buying duties.
The appointment follows a pitch which occurred late last year. According to Izlyn Ramli, TM’s vice president, group brand and communication, m/SIX demonstrated similarly converged capabilities in technology platforms, data partnerships and a cohesive media strategy that is required to meet the demanding business landscape of today.
A+M has reached out to GroupM for more details.
Last year, TM integrated webe, its mobility arm offering unlimited data, calls and messages, under unifi. As a result, the network header on consumers’ mobile devices changed from webe to unifi. In a statement to A+M, a spokesperson from TM said this move is a natural progression as TM moves towards a single brand approach, and there will be no personnel changes within webe digital.
TM also rebranded HyppTV and its mobile equivalent HyppTV Everywhere to unifi TV and unifi playTV respectively, earlier this year.
In 2017, TM appointed Malaysian company DNA COMM (DNA) as its above-the-line communications agency for unifi, following an eight-way pitch. The appointment was awarded based on DNA’s strategy to bridge the gap between Malaysians’ behaviour, product offerings and go-to-market ideas.
The company also named Dato’ Sri Mohammed Shazalli Ramly as its new managing director/group chief executive officer (CEO) in 1 May 2017. Ramly’s appointment followed the retirement of Tan Sri Zamzamzairani Mohd Isa.