Axiata Group in the midst of chemistry meetings for creative account

Axiata Group is in the midst of an RFI for its creative account and a total of 40 agencies responded to the RFI while 10 agencies were invited to the chemistry meetings. Axiata's spokesperson told A+M that it is seeking an agency partner which understands the telco's unique needs as an Asian corporate brand, and shares its ambition to build a reputable corporate brand that provides endorsement and support to Axiata's portfolio of consumer brands across Asia. 

The agency must have been operating in Malaysia for a minimum of three years, be affiliated with a global network, and have experience in corporate brand management, digital/social-led campaigns, PR and B2B marketing. M&C Saatchi has been working with Axiata on creative duties since its inception in 2009. 

Last year, Axiata launched a two-week campaign titled "True Stories of Tunku" to promote the spirit of unity and patriotism in conjunction the Merdeka Day and Malaysia Day celebrations. Featuring first-hand eyewitness accounts of the legendary acts of compassion by the nation’s first Prime Minister, Almarhum Tunku Abdul Rahman Putra Al-Haj, the stories are narrated from the memories of Malaysians whose lives he touched.

Among those whose real stories were turned into dramatisations were Tengku Razaleigh Hamzah, Malaysia's longest-serving parliamentarian; 93-year-old educator and social activist, Rasammah Bhupalan; one of Masjid Negara's original architects, Baharuddin Abu Kassim; and Tunku's personal cook and butler, Salmiah Mohd Isa and K. Muthu a/l Kalimuthoo, respectively.

The campaign follows the "Getaran Pertama" integrated campaign rolled out during the 2019 Merdeka Day. Axiata's president and group CEO Jamaludin Ibrahim said at a time when Malaysians are nostalgic about the nation's birth, it feels right to pay tribute once again to the nation's first Prime Minister Tunku Abdul Rahman and his exemplary legacy of values.

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