Incumbent McCann will defend the business in a field including Grey, DDB International and JWT. Competing agencies were briefed together in a session held last week.
McCann has held the business since 2004, when IPG sister agency Lowe dropped off the roster.
McCann has held the business since 2004, when IPG sister agency Lowe dropped off the roster.
The above-the-line creative account, made famous by the DiGi yellow man campaign from Naga DDB, is unaffected by the review. Media is also excluded.
This year has seen DiGi attempt to build stronger ties with young Malaysians and build its share of the pre-paid sector. Advertising has focused on affordability and the fun element to mobile ownership with campaigns featuring talking lizards and the ubiquitous strapline ‘Fu-yoh!’
DiGi has been gaining share ground on Celcom and market leader Maxis, prompting the latter to call a creative review earlier this year (Media, 18 April).
DiGi’s success in gaining market share saw the telco win gold at this year’s Asian Marketing Effectiveness awards in the most effective use of advertising category.