Initially five agencies including Lowe and JWT were invited to participate. Lowe declined to pitch due to a conflict while JWT was not included in the final shortlist due to profile incompatibility. The engagement takes effect from 1 November.
The pitch included three rounds of presentations, creative and technical evaluations, and final approval from the tender committee.
“At Malaysia Airlines, we saw this as an opportunity to explore new approaches and ideas. With various new projects in the pipeline and a limited amount of money, sales-centric campaigns anchored in branding ensures that we are able to stretch our budget, while transforming into a ‘five-star value carrier’. In the current tough environment, this approach is critical to our survival and success,” said Indira Nair, senior general manager, communications.
Neal Estavillo, the managing director of Milk+Co, described the account as “a big win for us”, adding: “It has been a tough journey since we relaunched. This win is gratifying. It means we are on the right track.”
Ogilvy & Mather and Mindshare have been working with Malaysia Airlines for the past two years. Airlines says that they will continue to do so following the appointment of Milk+Co.
