Several agency heads contacted by Media in Malaysia said they were gearing up for a pitch expected early next year. However, the nature of the pitch and the duties involved are not yet clear.
Any review is not expected to include the pre-paid service Hotlink, currently handled by BBDO, which has a contract with the client until late 2010.
Any review is not expected to include the pre-paid service Hotlink, currently handled by BBDO, which has a contract with the client until late 2010.
Matthew Willsher, chief marketing officer of Maxis, said it was the company's policy not to comment on industry speculation, but added that all the company's agencies were on long-term contracts.
Maxis had split its creative business, worth around US$60 million, between Ogilvy & Mather and BBDO in January 2007 after a pitch that involved BBDO, Leo Burnett Y&R and Lowe.
Representatives of both Ogilvy and BBDO said they were unaware of a pitch.
Sources suggest that any brief might not be out until the end of this year or February next year as Maxis is in the midst of the year's most anticipated initial public offering (IPO). The listing is set to be the country's biggest since 1995, estimated at US$2 billion (RM7 billion), according to Reuters.
A source who said he was preparing for the review added: "I think Maxis will not try ot unbalance the applecart since it is in the middle of this IPO. Once the IPO concludes the pitch could be started in February like the way it was done in 2007 and concluded by April 2010.”
Two days ago Maxis launched a brand refresh for Hotlink which seeks integrate the two brands within a more comprehensive corporate identity. Maxis also unveiled Hotlink's new logo. According to a statement released by the telco the integration of these two brands will be achieved through a shared corporate identity and also through embedding elements of the Maxis logo into the Hotlink logo.
