Malaysia Airlines to pitch media business

The other agencies said to be involved are GroupM, Universal McCann, OMD, Havas Media and Carat.

Malaysia Airlines awarded Starcom its media planning and buying business in 2009 as part of a statutory review for Government-linked firms.

Malaysia Airlines said the latest pitch is mandatory as its contract with Starcom is coming to an end. 

It said it is looking for an agency that has sound understanding of the travel industry landscape and the media space within the focused landscapes. It must also have the ability to create marketing spends efficiencies, Malaysia Airlines added.

Earlier this year Malaysia Airlines announced the appointment of Ogilvy & Mather Advertising as its  master creative agency to work on its account globally out of its Kuala Lumpur office.

Strategic brand consulting and design firm Landor Singapore was also appointed as the official brand agency for the airline's A380 fleet.