A curious mix of agencies - Batey, Friends Advertising, Milk+Co (in partnership with Interbrand) and the digital shop XM - have presented credentials and await a decision on whether there will be a shortlist, or an appointment made based on credentials alone.
Formerly known as Perwira Habib Bank, Affin Bank was formed from the merger of Perwira Affin Bank and BSN Commercial in 2000, but has held back its marketing activity in recent years.
According to a source close to the review, the client wants to create a clearer brand positioning and support it with a multimillion-dollar marketing push.
The company has 82 branches across Malaysia, and is one of Malaysia's smaller financial services groups.
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