Byravee Iyer
Nov 22, 2016

Maybank appoints Initiative as regional media agency

Maybank shifts account from ZenithOptimedia to Initiative.

SINGAPORE - Maybank has appointed IPG Mediabrands' Initiative as its regional media agency.

The scope of work will cover planning and buying for five markets Malaysia, Indonesia, Singapore, Philippines and Cambodia. The appointment is for three years, commencing in 2017.

In 2013, Maybank awarded its regional media business to Zenith after a competitive pitch that also involved Universal McCann, Carat and Starcom.

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