The WPP agency beat DDB International, JWT and late entrants Leo Burnett and Y&R. Grey replaces four-year incumbent McCann
Erickson and joins Naga DDB on the Malaysian telco’s creative roster. Loong Tuck Wend, DiGi head of segments and marketing, said: “We’re confident that Grey has the right mix of creativity and experience to help us meet our goals. DiGi would like to thank McCann for the tremendous support and excellent services it has provided during its tenure as our agency.”
Erickson and joins Naga DDB on the Malaysian telco’s creative roster. Loong Tuck Wend, DiGi head of segments and marketing, said: “We’re confident that Grey has the right mix of creativity and experience to help us meet our goals. DiGi would like to thank McCann for the tremendous support and excellent services it has provided during its tenure as our agency.”
Grey inherits an account that will not see a marketing budget increase this year despite intense competition with rivals Maxis and Celcom, the market leader.
Jeanette Lee, DiGi’s head of marketing communications, said the company - which is Malaysia’s fastest-growing telco - expected its agency to make the existing budget “work harder” in 2008.
DiGi called a review of its youth and Malay marketing business in December last year. McCann initially signalled its intent to defend the business, but withdrew earlier this month, calling time on an account it has handled since 2004.
Y&R and Leo Burnett were then invited to pitch, replacing McCann.
Naga DDB’s part of the DiGi account, made famous by the ‘Yellow man’ campaign, was not affected by the review.
