ISCB leads agencies eyeing Burnett-held MAS account

<p>KUALA LUMPUR: Malaysia Airlines (MAS), which came under new management </p><p>four months ago, has put its media and creative account up for pitch in </p><p>line with government regulations on supplier arrangements. </p><p><BR><BR> </p><p>At media's press-time, seven of Malaysia's top agencies, including </p><p>incumbent Leo Burnett and Starcom, participated in the first round of </p><p>presentations for the airline, which is majority owned by the </p><p>Government. Other agencies believed to be pitching are TBWA, DDB, </p><p>McCann-Erickson, Ogilvy & Mather, Grey and ISCB. There is speculation </p><p>that ISCB, which is widely acknowledged to have extensive travel and </p><p>airline experience, has an edge over rivals. </p><p><BR><BR> </p><p>Its chief Austin Zecha was formerly a shareholder and head of AMC, which </p><p>handled the MAS account a few years ago. ISCB recently resigned the </p><p>Royal Brunei Airlines brief to avoid a conflict of interest issue. </p><p><BR><BR> </p><p>Grey Worldwide Southeast Asia managing director John Burbidge said MAS' </p><p>new management was aware that the airline needed to address its </p><p>inconsistent brand image. </p><p><BR><BR> </p><p>"In the past a lot of the ad decisions were left to the end market, </p><p>which has reduced the consistency of the brand image," Burbidge said. </p><p>"The opportunity to present brand-driven image work for a blue-chip </p><p>account is not to be missed," he added. </p><p><BR><BR> </p>