TMI demerged from Telekom Malaysia and was listed as an independent company in Malaysia in April.
Azma Rahman, TMI’s business consultant for brand and communications strategy told Media that TMI needed its own agency after the demerger. "One of the things being explored are efforts to position ourselves as a stand alone entity which would reflect our position as Asia’s emerging leader in mobile telecommunications," she said, adding that a new board, management team and engagement model with operating companies was in place.
Azma Rahman, TMI’s business consultant for brand and communications strategy told Media that TMI needed its own agency after the demerger. "One of the things being explored are efforts to position ourselves as a stand alone entity which would reflect our position as Asia’s emerging leader in mobile telecommunications," she said, adding that a new board, management team and engagement model with operating companies was in place.
"We are making changes in so many other areas too. Naturally, given all of these, we need a new image and to reposition ourselves accordingly. So, this exercise is a strategic exercise for us."
TMI is still in the process of defining the scope of the campaign and the strategy. It is believed that five agencies have been invited to pitch: Lowe, McCann Erickson, DraftFCB, M&C Saatchi and Saatchi & Saatchi. The company’s key incumbents include M&C Saatchi and DraftFCB, which work on its Malaysian Celcom brand.
Rahman added that the current pitch was "exploratory" and did not rule out a media review. TMI has a strong presence in Malaysia, Indonesia and Cambodia. It also has mobile and non-mobile operations and investments in Singapore and Thailand.
