Emily Tan Racheal Lee
Apr 23, 2013

Six agencies vie for Petronas Malaysia creative account

MALAYSIA - Six Malaysian agencies are currently in the running for the national oil company's creative business across its Petronas Dagangan, motorsports, lubricants and corporate businesses.

Will Leo Burnett's success with Petronas' 2013 CNY ad be enough?
Will Leo Burnett's success with Petronas' 2013 CNY ad be enough?

According to sources, the Malaysian agencies involved are incumbent Leo Burnett, M&C Saatchi, Dentsu Utama, Draftfcb, McCann Erickson and Ogilvy & Mather. 

It is understood that the agencies have all gone through two rounds of briefings with the final pitch to be held in mid May. 

Leo Burnett and DNA Comms were appointed on a two-year contract to handle the oil company's creative ABL and BTL work in 2011. In the same year,  ZenithOptimedia was appointed as its media agency. 

In spite of Leo Burnett's strong history with Petronas, industry sources have indicated that the agency's position this time round is less secure, following the misfire of its Deepavali 2012 'Dappan' commercial, which the brand was forced to withdraw, and despite the success later with its Chinese New Year 2013 ad

Over the years, thanks mainly to the work of the former ECD the late Yasmin Ahmad, Petronas has gained a reputation for its 'touching' and often 'humorous' festival-themed ads.  

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