Y&R will now work on the network’s strategic communications and creative needs, delivering integrated campaigns across all media, including TV, print, digital and out-of-home.
Part of Malaysia’s largest media group, Media Prima Berhad, Media Prima TV Network is Malaysia’s leading terrestrial television network, with the country’s highest TV viewership. It currently owns 100 per cent equity interest in the country’s most popular TV channels, namely TV3, 8TV, ntv7 and TV9, as well as online broadcast station www.tonton.com.my which also offers Video On Demand.
It is understood that this is the first time Media Prima TV Network has appointed a creative agency-of-record, having previously worked with agencies on a project basis.
Lisa Hezila, group general manager, Y&R Malaysia, said she believes Y&R Malaysia won the account because it demonstrated a passion for the sector and the brand.
She added that Y&R Malaysia also has significant category experience, having previously worked with pay-TV provider Astro for 15 years.
"That's an advantage as we have in-depth knowledge," she said. "We have the capabiltities and strength that we can bring to the table."
