Maybank shifts account from ZenithOptimedia to Initiative.
SINGAPORE - Maybank has appointed IPG Mediabrands' Initiative as its regional media agency.
The scope of work will cover planning and buying for five markets: Malaysia, Indonesia, Singapore, Philippines and Cambodia. The appointment is for three years, commencing in 2017.
In 2013, Maybank awarded its regional media business to Zenith after a competitive pitch that also involved Universal McCann, Carat and Starcom.
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