While sources indicated to Media that the split was driven by Maxis, Ogilvy & Mather Malaysia managing director Zayn Khan clarified that the decision to end the two-year relationship was taken together.
"The main reason was differing views on the brand and how to approach the business," said Khan. "This will obviously have a significant impact on our revenues, but we are confident that in time we will be able to replace the business. We have learned a great deal from the experience and are a better agency as a result. We look forward to establishing future partnerships of a similar nature."
"The main reason was differing views on the brand and how to approach the business," said Khan. "This will obviously have a significant impact on our revenues, but we are confident that in time we will be able to replace the business. We have learned a great deal from the experience and are a better agency as a result. We look forward to establishing future partnerships of a similar nature."
It is unclear whether Ogilvy will retain existing loyalty and special projects business with Maxis. The total value of Maxis' creative accounts, including the Hotlink business that is currently serviced by BBDO, is believed to amount to approximately US$20 million. Khan added that the aim would be to maintain as many of the Maxis team as possible within the Ogilvy group. Maxis did not return calls seeking comment, but it is believed that it is in the process of shortlisting agencies to succeed Ogilvy in January 2006.
