Maxis account win puts BBDO on winning streak

<p>With increasing signs that Malaysia has finally turned the corner </p><p>on the Asian recession, BBDO has chalked up a number of new business </p><p>wins - including the US$14 million Maxis account - that has put </p><p>the agency well on the road to leading the recovery. </p><p><BR><BR> </p><p>According to BBDO Malaysia chairman Jennifer Chan, the economic slump of </p><p>the late '90s affected all categories in terms of spend, but things </p><p>began picking up "dramatically" in the last half of 1999. </p><p><BR><BR> </p><p>"And adex was already 10-16 per cent up in the first half of this year, </p><p>over the same period last year," she told MEDIA. </p><p><BR><BR> </p><p>The agency's most recent win was the Drypers diaper account, which may </p><p>be extended at a later date to cover the Singapore market as well. </p><p><BR><BR> </p><p>Drypers, a US brand less than a decade old, has its Asia-Pacific factory </p><p>in Malaysia, but only recently appointed a marketing director to begin </p><p>work on promoting the brand locally. </p><p><BR><BR> </p><p>Other wins include two key brands from New Zealand Milk, The Carat Club, </p><p>JobStreet.com, John Hancock and Livita. </p><p><BR><BR> </p><p>Total estimated billings for all these wins is in the region of RM33 </p><p>(US$9 million) for year 2000 (not including the Drypers business; </p><p>account billings were not disclosed). </p><p><BR><BR> </p><p>It is, however, the Maxis account which has had the most significant </p><p>impact on BBDO's bottom line, and the agency has already released a rush </p><p>of promotional and tactical campaigns for the telecommunications </p><p>provider. </p><p><BR><BR> </p><p>According to Ms Chan, the battle between Malaysia's major telecoms </p><p>companies is being fought on products and services, rather than </p><p>rates. </p><p><BR><BR> </p><p>"The rates war may come later; right now, the distinction being drawn </p><p>between the different operators is on products and services - for </p><p>example, the quality of the networks or more superior, relevant services </p><p>for the target market," she said. </p><p><BR><BR> </p><p>BBDO has also been working to help Maxis generate a more warm, caring </p><p>image. </p><p><BR><BR> </p><p>"As a brand, Maxis had always been seen as very efficient, professional </p><p>and successful, but perhaps somewhat 'distant'," Ms Chan said. </p><p><BR><BR> </p><p>"While we don't believe we should reproject an image of Maxis as 'your </p><p>friend next door', we are working to soften the company's image." </p><p><BR><BR> </p><p>BBDO won the Maxis business from incumbent McCann-Erickson Malaysia, </p><p>which had held the account since the inception of Maxis five years </p><p>ago. </p><p><BR><BR> </p><p>Nine agencies were called to present their credentials, and by late </p><p>April, Maxis had awarded the bulk of its business to BBDO, leaving </p><p>McCann to handle the prepaid services portion of the account. </p><p><BR><BR> </p><p>There have been a number of new appointments at BBDO since the Maxis </p><p>win, including the hiring of hot young creative directors Lee Szu Hung </p><p>and Huang Ean Hwa, who had spent the last six years with Leo </p><p>Burnett. </p><p><BR><BR> </p><p>In addition, Burnett Malaysia chief Peter Wilken has also moved to BBDO, </p><p>taking on the role of regional managing director, based in Hong Kong. </p><p><BR><BR> </p>