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

8 hours ago

US greenlights TikTok-Oracle deal; fate now lies ...

Under the arrangement that has been waved through by President Trump, ByteDance will create a new US-headquartered company called TikTok Global that will be majority owned by US investors.

2 days ago

Campaign Crash Course: What exactly is diversity?

The industry talks about diversity a lot, but do we understand the true definition of diversity, the difference between inherent and acquired? Find out, and test your knowledge with a quiz.

2 days ago

40 Under 40 2020 opens for entries

Calling all rising stars and those destined to make a big mark in APAC's marketing, media and advertising arena: Nominations are now open for our eighth-annual list of standouts who are 39 or under.

2 days ago

Agency launches internship for 55+ cohort

Thinkerbell's Thrive@55 internship seeks to offer an entry point for members of a "massively underrepresented" age group.