TMI demerged from Telekom Malaysia and was listed as an independent company in Malaysia in April and is looking to launch a rebranding campaign in 10 countries that it operates in across Asia.
Lara Hussein, managing director of M&C Saatchi said that the agency will be handling the entire corporate brand launch of TMI mainly through above-the-line initiatives. “TMI has footprints in Asia and would like to position itself as a regional Asian champion. The campaigns would be mostly targeted at investors and we would be looking at key mediums in key markets across Asia.”
Lara Hussein, managing director of M&C Saatchi said that the agency will be handling the entire corporate brand launch of TMI mainly through above-the-line initiatives. “TMI has footprints in Asia and would like to position itself as a regional Asian champion. The campaigns would be mostly targeted at investors and we would be looking at key mediums in key markets across Asia.”
In Southeast Asia, TMI has a strong presence in Malaysia, Indonesia, and Cambodia and strategic presence in Singapore and few South Asian countries. The group's mobile subsidiaries and associates operate under the brand name Celcom in Malaysia, XL in Indonesia, HELLO in Cambodia and M1 in Singapore.
Hussein called this win reminiscent of the M&C Saatchi’s Celcom win five years ago. “This win has come at the end of the year and has given us a great impetus. More importantly we have a great synergy with the company since we have been working for their operating company Celcom for the last five years.
TMI’s Celcom account is currently split between M&C Saatchi and Draft FCB.
M&C Saatchi will be working on the brand identity and development for the next two months and the first campaign is likely to break in February 2009.
The telecom group currently has about 50 million mobile subscribers across the region.
