Petronas finally appoints creative agencies

After a rigorous tendering exercise that saw a total of 10 creative agencies pitching their ideas and proposals, Petronas announced the appointment of Star Reacher Advertising (Leo Burnett) for above-the-line (ATL) projects and DNA Comm for below-the-line (BTL) projects.

Under the agreement, both Leo Burnett and DNA Comm will handle all creative activities undertaken by Petronas Group, both locally and internationally.

The two-year contract will take effect from 1 April 2011.

Commented Tan Kien Eng, CEO, Leo Burnett & Arc Worldwide Malaysia & Singapore, “Over the years, Petronas and Leo Burnett have long forged a strong working relationship. The latest appointment sees an expansion of this partnership which will bring about greater efficiency as well as consistency for the brand Petronas in the market place.”

Leo Burnett recently retained Petronas Dagangan plus some incremental business, while the pitch for the oil’s giant’s corporate and lubricants business continues. The agency also handled Petronas' annual Chinese New Year campaign, which this year highlighted the importance of family bonds and filial piety.

Reported on 21 March, Petronas appointed Zenith Media as its media-buying agency for a two-year contract that also starts from 1 April 2011.