Dec 14, 2006

MAS ready to rebuild brand image as pitch dust settles

So at last, the pitch is over. Almost a year after Media predicted that Malaysia Airlines would review its creative and media requirements, the ailing airline selected Ogilvy & Mather and MindShare to succeed Leo Burnett and Starcom on one of Asia's most high-profile accounts.

By some standards, furthermore, the pitch was hardly the protracted saga that many expected, after the examples set by recent Malaysian mega-reviews.

Instead, we had the curious sight of MAS 'parking' the business with Publicis, rather than stomach three more months with Burnett while the pitch unfolded. Thirty-one tendering agencies were cut down to seven, before Ogilvy beat out competition from three others, including the highly-fancied TBWA-ISC, to take creative.

MindShare's win over Carat...

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