Emily Tan
May 26, 2014

Maxis Malaysia appoints creative and social agencies

KUALA LUMPUR - Malaysia's second largest telco, Maxis, has appointed Leo Burnett and Ogilvy Malaysia for creative and Vocanic for social media.

Maxis Malaysia appoints creative and social agencies

Leo Burnett walked away with the bulk of the work, retaining the account for prepaid brand Hotlink and adding Maxis' postpaid offering to its roster from incumbent agency McCann Worldgroup. 

McCann was also the incumbent agency for Maxis' brand marketing, which went to Ogilvy Malaysia. Ogilvy will also be handling Maxis' channel marketing account. According to a source, this includes support work for Maxis' 200 retail outlets and thousands of Hotlink dealers. Ogilvy will be tasked with tailoring the brand's messaging to these channels. 

McCann was also responsible for Maxis' Enterprise and device launch work and is behind the currently running, brand repositioning 'It's not OK to be OK' campaign launched last week. The campaign uses the work of celebrity Malaysian social commentator and cartooniest, Lat.   

It's understood that McCann, along with Publicis and Rapp, declined to pitch for the telco's creative account. 

When contacted, McCann Worldgroup Malaysia's president and CEO of McCann Malaysia "respectfully declined" to comment on the agency's decision not to pitch for an account it has held for 2.5 years. However, according to a source, McCann had explained in an internal announcement that the agency felt it "could no longer do justice to the account and have therefore declined".

Maxis also conducted a review of its social-media roster last November and appointed Vocanic. According to a source, the announcement was delayed due to GroupM's acquisition of the agency last December

Updated at 1pm with responses from McCann Worldgroup Malaysia

Related Articles

Just Published

10 hours ago

Subway taps new agencies across five Asia markets

PHD will replace MediaCom and Mindshare for media duties in Singapore, Malaysia and Taiwan, as new agencies win integrated pitches in China and South Korea.

10 hours ago

Digital Media Awards winners revealed

See the full winner list, including the Grand Prix awards, campaign awards in the media and product-sector sections, the digital media owners awards, and the people/company awards.

12 hours ago

Ethical considerations in influencer marketing

Just because Asia is somewhat of a grey area when it comes to ethical guidelines, that doesn't mean brands shouldn't use due caution when working with influencers, writes a senior influencer marketing manager at MediaMonks.

14 hours ago

UM's consultancy focus helps offset new business slump

AGENCY REPORT CARD: Rapid deployment of new tools solved pressing issues for pandemic-struck clients. Was this enough to recoup a smaller year of new business?