The airline has, however, not renewed its contract with Ogilvy & Mather, which has been working on the account for the last two years. The airline’s creative and media account was up for a statutory review in December 2008.
Indira Nair, senior general manager of communications at Malaysia Airlines, told Media: “Our approach this year is to work with creative agencies on a project basis and we currently do not have any creative agencies on a retainer. When Ogilvy's contract ended in December 2008, it was not renewed.”
Indira Nair, senior general manager of communications at Malaysia Airlines, told Media: “Our approach this year is to work with creative agencies on a project basis and we currently do not have any creative agencies on a retainer. When Ogilvy's contract ended in December 2008, it was not renewed.”
She also confirmed that “no media pitch was conducted” and “Mindshare's contract was renewed for another year after an internal review.”
An Ogilvy spokesperson denied any knowledge of the development. David Mayo, president of Ogilvy & Mather Advertising Asia-Pacific, commented: “Ogilvy & Mather has been one of Malaysia Airlines’ key partners for over two years and we have collaborated successfully on different projects including the signature 'MH = Malaysian Hospitality' work. Like many brand clients, MAS works on a project by project basis with many agencies and we will continue to be one of these agencies."
MAS’ last full-service review was held in December 2006 when it selected Mindshare and Ogilvy & Mather to handle its media and creative.
In September last year MAS called a project pitch, raising speculation that the airline was looking for new ideas.
"We decided to open up a key project, Value Fares, for a creative pitch,” said Nair. “We invited a couple of agencies to pitch for the project - Naga DDB, Milk+Co, Bozell, Lowe and the incumbent, Ogilvy. Lowe declined due to conflict of interest. Milk+Co won the creative account for the Value Fares.”
Nair also highlighted that MAS expects its creative and media agencies “to understand Malaysia Airlines, the airline industry, consumer behaviour, trends and to work closely with us to achieve our business goals."
