Ogilvy wins Malaysia Airlines with MindShare/GroupM
12 December, 2006
Ogilvy wins Malaysia Airlines after intense pitch process
Kuala Lumpur, 12 December 2006: Malaysia Airlines announced today the appointment of Ogilvy & Mather to handle its international advertising brief; and Mindshare/ Group M will handle the media business after an intensive pitch process. Other agencies short-listed to participate in the pitch included: Carat and ZenithOptimedia for the media account; and BBDO, Proximity, JWT and TBWA –ISC, after initial approaches from 31 agencies.
Malaysia Airlines has positioned the appointment as an important stage in the next phase of their business turnaround plan, which sets out a three year plan to turn around the national carrier.
Vice president of Ogilvy & Mather Advertising Asia, David Mayo says of the win, "It’s rare that such a large pitch is managed in such a focused way. We have rarely experienced such extraordinary rigour. It’s testimony to the Malaysia Airlines management team and we are very much looking forward to working with them."
Idris Jala, chief executive of Malaysia Airlines said,"O&M and Mindshare/ Group M each presented strategies and ideas which resonated with what we have been doing this year, our existing infrastructure and most importantly they built on our past. At the same time the concept and ideas were ones we could build on that will take us into the future."
Said Zayn Khan, Managing Director of Ogilvy & Mather Malaysia: "We are delighted to have made it this far in the process. We were up against strong competition. We feel privileged to be given the opportunity to be part of Malaysia Airlines' business turnaround efforts. It is going to be a tremendous challenge which we will not take lightly."
The extended pitch team from Ogilvy comprised over 70 people from nine offices in Asia Pacific, Middle East, Americas and Europe. The core team was based in Kuala Lumpur which is where the business will be headquartered.