Final presentations will take place in two weeks, and the results are expected to be announced before the end of the year. Incumbent Arc Worldwide was invited to pitch for the first round, but did not make the final cut. The remaining two contenders are XM and an unnamed agency, according to sources.
However, the pitch is a “formality” as the airline wants to align its digital business with Ogilvy & Mather, said one source.
Currently, Ogilvy handles the MAS creative account. “It was clear from the brief that the pitch is nothing but a formality that MAS, as a government-linked company, was obliged to hold.
If MAS aligns with Ogilvy, it would be easier to send out a uniform creative message,” said the source. OgilvyOne declined to comment, while MAS could not be reached for comment at press time.
