The shift comes a week after the Malaysian International Islamic Financial Centre handed its strategy brief to McCann Erickson and FutureBrand as the body looks to position Malaysia as the world’s foremost Islamic financial services hub.
Bank Islam Malaysia, which reported its highest-ever profits in 2007, handed the Y&R sister agency Paragon its corporate and branding business, while the product account went to Naga DDB after a three-way final round of presentations that also involved Brand Cell.
Last year saw Bank Islam report profits of RM255 million, the largest in its 24-year history, after a troubled two years of losses.
The bank recently introduced a new look to modernise its brand, and has plans to expand internationally.