The review, called in July 2007 and believed to have involved upwards of 130 agencies from all marketing disciplines, will see TM’s agency roster trimmed from 11 to nine shops. As predicted by Media in October, TBWA\ ISC has won the South Africa-targeted account and has retained the Europe business. M&C Saatchi holds on to Oceania, which includes Australia and New Zealand, and gains responsibility for special events at the expense of incumbent Naga DDB.
South Asia, West Asia and North Africa goes to Sen Media, which sees Penambra (West Asia incumbent) and Bloomingdale (South Asia) make way. Astana has been appointed to handle Asean ahead of incumbent Friends Advertising, while Concept Communications & Promotions replaces Media Axis on the domestic business. North Asia stays with Wellad Communications, East Asia with Smascom and the meetings, incentives, conventions and exhibitions business with DDB International. Pakar Media holds on to the North and South America accounts.
The winning agencies will be expected to update the ‘Malaysia, truly Asia’ campaigns by Naga DDB.
