MDEC hunts for media partners for Malaysia, Heart of Digital and #SayaDigital campaigns

The Malaysia Digital Economy Corporation (MDEC) is on the lookout for media services for its "Malaysia, Heart of Digital" campaign. The campaign, which will roll out in November, aims to position the nation as ASEAN’s preferred digital economy launchpad or hub.

It also seeks to put the spotlight on the readily available digitally-skilled people and digitally-powered businesses in Malaysia, ultimately attracting digital sector businesses and investments into the country. The campaign is targeted at tech ecosystem players from public and private sectors such as MNCs, start-ups, venture capitals, technologists, and developers. The target markets for this campaign are domestic, Southeast Asia, China, India, Japan, South Korea, USA, Europe and MENA.

In the meantime, MDEC is also on the on the hunt for media planning and buying services for its #SayaDigital ad campaign, which rolled out in August. According to MDEC in the tender, the campaign is a movement that consolidates two of its strategic pillars - digitally-skilled Malaysians and digitally-powered businesses - under a single umbrella theme of #SayaDigital. This movement aims to promote digital adoption to the rakyat from its most basic level of usage to how it can be used to improve livelihoods. 

The campaign targets all races and age groups, as well marginalised groups such as B40, persons with disabilities and minority ethnic groups, individuals in rural, suburban and urban areas. The agency appointed is responsible for in-depth analysis of the media landscape for both offline and online media channels, strategic media recommendation based on the campaign objectives and target audience, as well as performance analysis and optimisation. 

The closing date for both tenders is 5 November and its spokesperson told A+M that there will be a shortlisting process. On whether there will be a possibility of having more than one agency being chosen, the spokesperson said it depends on the requirements.

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