Sources say head of creative Simon Beaumont has also left Euro, which had handled the telco's prepaid Hotlink brand since 2002 with Motivator on media. Spending on the brand had been pegged at about half of Maxis' overall budget, valued conservatively at RM 80 million (US$21 million).
At press-time, Maxis was expected to split its account between BBDO and Ogilvy & Mather, despite an earlier indication that it would consolidate with one group.
Industry observers say the defection - coming after the loss of the Maybank business to Grey Global Group at mid-year - would deal a heavy body blow to Euro. However, Chit Quah, the MD who has now taken over operations in Malaysia, dismissed speculation of redundancies sparked by Maxis' shift, insisting that only five clerical staff had been laid off. "Shirley is taking a well deserved break from the business after 17 years in the industry working for both clients and agencies across Malaysia, Singapore, Hong Kong and China," said Quah.
Foenander joined Euro in October 2000 as regional brand director for Philips. Quah said Beaumont left to "pursue his own business" and the agency would look for a replacement.There is also speculation of client service director Darren Coulson leaving. "Darren is still very much a part of our network and will take on a new position."
Quah stressed that the office was in strong shape even with Maxis' move, having filled the Maybank gap with Alliance, an account Grey handled before winning Maybank. The Malaysia team also includes executive partner Francois De-Rivierre, ECD Rob Martin Murphy, marketing services director Armany Livingstone and client services partner on John Teoh.