The agency won the account in a final two-way fight against JWT and has been tasked with handling a rebrand exercise.
The drawn-out pitch process, which lasted six months, saw five agencies including TBWA, Mindshare, JWT, McCann Erickson and M&C Saatchi being shortlisted in the second round. Initially there were submissions from about 30 agencies.
The drawn-out pitch process, which lasted six months, saw five agencies including TBWA, Mindshare, JWT, McCann Erickson and M&C Saatchi being shortlisted in the second round. Initially there were submissions from about 30 agencies.
Lara Hussein, CEO of M&C Saatchi Malaysia, said POS Malaysia wanted to transform itself and build the brand into a “recognisable entity”. Reports suggest that JWT has also been tasked to design the façade for POS Malaysia offices.
POS Malaysia has been handled by several local creative agencies with a focus on tactical campaigns. This is thought to be the first time it has appointed an agency to handle the brand work.
The current rebranding exercise is being attributed to change in management at POS Malaysia. JWT Malaysia is working as a brand identity consultant to the company.
