Initiative wins Malaysia Airlines

Malaysia Airlines has appointed IPG Mediabrands as its global agency of record, with Initiative to handle the multimillion dollar business locally.

After a global pitch involving three agencies, Mediabrands has taken the account from incumbent Starcom.

According to sources, the business is worth between $2 million and $3 million locally in terms of billings.

Malaysia Airlines director of commercial, Dr Hugh Dunleavy, said: “The airline market is getting crowded, competition is tough and customers are more discerning. With the launch of our business plan to return to profitability and our desire to be the preferred premium carrier of customers, we needed an agency of record to help us lead the customers, rather than follow them. IPG Mediabrands was a clear choice.”

Initiative Australia chief Andrew Livingston said: “We contributed Australia-based input to the global pitch and we are looking forward to working locally and internationally with such an iconic brand.”

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