m/Six Malaysia won the account following a competitive pitch with four other agencies—Universal McCann, Vizeum, PHD and Sym World—in July.
The appointment is effective 1 January 2016 and will see the two-year old agency handling all media duties, along with data and analytics for the company.
Sheila Shanmugam, general manager of m/Six Malaysia, said working on the P1 pitch proved to be “an exciting experience” for the team.
“It was as much an unlearning experience as it was a learning one,” she said. “P1 is at the forefront of launching a communication service that redefines the industry in Malaysia, and we are thrilled to be a part of this journey.”
The win comes after IPG’s Initiative took over Maxis’ media business from GroupM’s Mindshare, which held the account for 10 years.
Parent company Telekom Malaysia completed its acquisition of a majority stake in P1 in October 2014, acquiring a 57 per cent stake for RM350 million (US$106 million) as part of the company’s broader move into the provision of mobility solutions and quest to become a converged communications service provider.
In addition, another TM subsidiary Mobikom, recently invested RM622.5 million (US$141.54 million) into P1. The fund injection will be used to fund the implementation of P1’s business plan.