GroupM Malaysia has bagged the global media mandate for Malaysian Airlines. The account was won post a multi-agency pitch.
Mindshare and M/Six 'powered the win', according to an agency statement.
The appointment became effective 1 May 2016 and covers global channel planning, media buying and optimisation, search engine marketing and re-marketing. Global digital buying will be handled by the Malaysia office.
Girish Menon, CEO, GroupM Malaysia, said, "Malaysia Airlines is the most prestigious global Malaysian brand. We are excited to be their business partner. This appointment is a testament of the teams’ understanding of the dynamic consumer journey, and applying the insights through effective use of real time data and technology. With our proprietary planning framework of 'Adaptive Marketing', the team helped in sharing breakthrough ideas to the client."
Grace Chan, head of group branding and communication, Malaysia Airlines, said, "We are excited and looking forward to working with GroupM, who has clearly demonstrated adaptive strategic thinking using their proprietary framework and capabilities. We will be working with the best of the resources from the group as Team MH.”