Jetstar called a pitch in the second half of 2012 with the aim of consolidating its media planning and buying services across Asia-Pacific. The pitch involved only incumbents Maxus and the Aegis Group, Campaign Asia-Pacific has learned.
“We are looking for the benefits and efficiencies one media agency can bring to our brand and opportunities to leverage that scale across all markets,” said David Koczkar, group chief commercial officer for Jetstar.
The carrier's media account was previously split between Maxus and Aegis, with Maxus in charge of the account in Australia while Aegis managed it in Japan and Southeast Asia. A spokesperson at Aegis could not confirm these developments.
With the consolidation, Maxus will now manage the account, believed to be worth US$40 million, in Australia, Japan, China and Southeast Asia. The agency declined to comment on the value of the account.
“The are a terrific brand with high ambition and an appetite for innovation and smart thinking, driven by the highly competitive nature of the low cost airline sector,” said Neil Stewart, CEO of Maxus Asia-Pacific.
The appointment takes effect during the second quarter of the year.