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GroupM, powered by Mindhsare & m/SIX, wins Malaysia Airlines' global media biz

GroupM, part of WPP, powered by Mindshare and m/SIX, has been appointed in Malaysia as the media agency for Malaysia Airlines. Malaysia Airlines is the national flag carrier of Malaysia and a member of the One World Airline Alliance.

GroupM won the account following a competitive pitch, which included the incumbent IPG, Starcom, Havas, and Zenith. The appointment is effective May 1, 2016, and covers Global Channel Planning, Media Buying and Optimization, and Search Engine Marketing and Re-marketing. The entire global digital buying will be done by the Malaysia office.

The win comes on the back of Mindshare and m/SIX pitching a proprietary framework ‘AIR’ to Malaysia Airlines, that provides the client with dynamic audience segmentation and targeting capabilities.

Commenting on the win, Girish Menon, CEO, GroupM Malaysia, said, “Malaysia Airlines is the most prestigious global Malaysian brand. We are excited to be their business partner. This appointment is a testament of the teams’ understanding of the dynamic consumer journey, and applying the insights through effective use of real time data and technology. With our proprietary planning framework of Adaptive Marketing, the team helped in sharing breakthrough ideas to the client.”

Grace Chan, Head of Group Branding and Communication, Malaysia Airlines, added here, “We are excited and looking forward to working with GroupM, who has clearly demonstrated adaptive strategic thinking using their proprietary framework and capabilities. We will be working with the best of the resources from the group as Team MH.” 

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