Racheal Lee
Jun 11, 2013

Malaysia Airlines shifts digital duties to Upfront Media

KUALA LUMPUR - National carrier Malaysia Airlines has selected Upfront Media as its website and e-marketing agency of record.

Malaysia Airlines has chosen Upfront Media as its website AOR
Malaysia Airlines has chosen Upfront Media as its website AOR

The appointment came after a three-way pitch in March, which also included incumbent XM and Leo Burnett. It is a two-year contract with the option of a one-year extension.

The agency is tasked with handling the redevelopment of the Malaysia Airlines website, as well as its web maintenance and creative development. The duties cover 19 markets.

Khairul Syahar Khalid, head of advertising and promotions at Malaysia Airlines, said the airline is on a journey to position itself as the preferred premium carrier and that Upfront Media brings the level of excitement and thought in its work that it was looking for in a partner.

Incumbent XM had been working with the airline for five years.

“They [XM] were integral to the building of the website foundation and helping to grow our digital presence, for which we are grateful,” Syahar Khalid said.

Rueben Anthony, general manager of XM Malaysia, said: “It’s been a quite a journey and we feel privileged to have played a part in developing a foundation for which MAS and future partner agencies can build on.”

Source:
Campaign Asia

Related Articles

Just Published

2 days ago

'Looking for the first domino': Titanium jury ...

In a wide-ranging interview, John explains how APAC work, like New Zealand’s stigma-smashing Grand Prix for Good and Ogilvy Singapore’s work for Vaseline, are setting the stage for global creative change.

2 days ago

John Wren on his vision for a bigger, better Omnicom

The chief executive tells Campaign why the IPG acquisition makes sense, what the impact will be and what will determine success.

2 days ago

Big ideas, not big algorithms, will win Cannes

At Cannes 2025, Adobe’s Shantanu Narayen and Publicis’ Arthur Sadoun unpacked why AI may power creativity—but humans still pilot it.

2 days ago

Campaign Cannes Global Podcast Episode 2

Our editors from the UK, US, Canada and APAC report from Campaign House at Cannes Lions 2025.