Burnett ends eight-year MAS relationship

Leo Burnett Malaysia has finally relinquished its eight-year hold on the Malaysian Airlines account, but will retain digital and interactive duties under sister shop Arc. <BR><BR> The account has now shifted to Publicis ahead of an expected tender at the end of this year. Given the widely-reported spending freeze at the troubled carrier, it remains unclear what the account is currently worth. The news follows the departures of key members of Leo Burnett's MAS account team, including group brand director Tunku Din and account manager Elisa Chiang. <BR><BR> MAS CD Kamal Gangaram has moved with the business from Burnett to Publicis. "The amount of work has reduced quite significantly," said Leo Burnett MD Hamish Banks. <BR><BR> "We had a terrific run for eight years but, realistically, they are going to be looking for a new approach."