Axiata Group wraps up creative pitch

Axiata Group has appointed dentsu Malaysia to manage creative duties effective December 2021 following a pitch called earlier this year covering its corporate and related sub-brands. The pitch does not include its subsidiary brands such as Celcom Axiata, edotco, or Boost. Dentsu has been tasked with building Axiata's brand equity aligned to its strategic purpose of Advancing Asia and providing end-to-end communications support to strengthen its reputation with key stakeholders across the region.

Axiata previously told A+M that it was seeking a partner that can surprise with a fresh perspective and bold ideas, and has the capacity to execute with purpose. Incumbent M&C Saatchi, Publicis Groupe, Ogilvy, Entropia and dentsu were vying for the account. Dentsu's teaming platform fit-for-purpose brings together strategists, creatives, and technologists from the network to ensure Axiata's brand growth for the region is delivered. 

Izzaddin Idris, president and group CEO of Axiata, said as one of the largest diversified telco groups serving emerging markets in Asia, Axiata is well-positioned and anchored to support digital inclusion and progress in a time when governments, businesses, and societies turn to technology and digital innovation to drive recovery and growth. "We look forward to dentsu's best work to support our regional momentum and aspirations as the next generation digital champion by 2024," he added.

Kunal Roy, CEO of dentsu creative, said the team feels deeply honoured and privileged to partner with a client that is so alike in the agency's values and purpose. "We look forward to bringing alive Axiata's purpose of Advancing Asia with meaningful innovation and experiences. As Axiata continues to champion progress across Asia, dentsu is committed on partnering Axiata using creativity as a force for lasting good everywhere, in every way," he added.

CEO of dentsu Malaysia, Kien Eng Tan, said the appointment is not only a recognition of dentsu's creative excellence but a demonstration of how the agency can deliver impactful ideas, through a strong collaboration with the client. "We look forward to leveraging our inclusive Consumer Vision 2030 to unlock opportunities for growth through integrated solutions that are real-time, data-driven and tech-enabled. I am proud of our team, the work we do is our people's mission and pride — each employee at dentsu is fearless in embracing the invitation to the never before," he added.

Roy and Tan reunited recently when the former joined dentsu in July. Roy was tasked to initiate the transformation of the agency's creative line of service in tandem with dentsu international’s brand evolution and simplified business model. He was previously from Publicis Groupe. 

Meanwhile, M&C Saatchi Malaysia's CEO and founding partner, Lara Hussein, told A+M that it has had an incredible journey with Axiata and the team is proud to have created and built the brand from the ground up.

"Over the years, our partnership has produced some of the best, award-winning and influential work. It would be unauthentic to say that we're not lamenting that our partnership with one of Malaysia’s top brands have come to an end," she said. While it is hard, Lara explained that the agency is also heading towards a new direction with M&C's Global Change Equation philosophy and changing itself.

"On behalf of M&C Saatchi, I'd like to thank the Axiata management for the support we have garnered thus far. We will be watching the growth of Axiata's brand from a distance," she added.

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