Malaysia Airlines has appointed Kingdom Digital Malaysia as its creative automation agency on retainer, formalising a working relationship that began in July 2024 when the Kuala Lumpur-based agency was brought in on a project basis to handle digital production.
The scope runs for a year and covers multilingual creative production and adaptation across 20 countries including Malaysia, China, Singapore, Korea, Vietnam, Japan, UK, Australia, Thailand, India, Brunei, Sri Lanka, Cambodia, Philippines, and others. Kingdom Digital will use its in-house Digital Creative Automation (DCA) technology to manage the work, which the agency says reduces production turnaround times by up to 80%.
Fare-driven campaigns require constant updates across multiple markets, languages and channels. So for the airline, the operational logic is that pricing shifts, promotional windows and destination-specific messaging all need to move quickly and this is where traditional production workflows struggle to keep pace.
Kingdom Digital's 'human-in-the-loop' model automates the execution-heavy production work and human oversight manages strategy, brand consistency and creative quality. The practical effect, the agency says, is that Malaysia Airlines' marketing team can redirect internal resources away from production and toward higher-value work like brand narrative, campaign strategy, and consumer experience design.
"This partnership with Malaysia Airlines allows us to solve real business operational challenges while unlocking new creative potential. By combining automation with human craft, we're pushing the boundaries of creative AI automation to build smarter marketing ecosystems that scale," says Ryan Ong, CEO of Kingdom Digital.
Kingdom Digital is also the creative AOR for Taiwanese privately-owned airline Eva Air.
Kingdom Digital, established in 2007, is a leading Malaysian creative, digital agency that became a subsidiary of Japanese advertising network Hakuhodo in 2022 after the latter acquired an 80% stake. The agency has won multiple accolades for its innovative campaigns, including top honors at Campaign Asia-Pacific’s Agency of the Year Awards.
Source: Campaign Asia-Pacific
