MDEC hands marketing duties to M&C Saatchi and Invictus Blue

Malaysia Digital Economy Corporation (MDEC) has appointed M&C Saatchi Malaysia and Invictus Blue to handle marketing duties for 12 months. The agencies will be leading the creative execution of all planned marketing campaigns as well as providing strategic media planning and buying to promote MDEC’s programmes and initiatives in the respective segments.

The appointment follows an open tender exercise for advertising (media and creative) services that MDEC initiated in June 2021. According to MDEC, all submissions were thoroughly evaluated, and M&C Saatchi Malaysia has been appointed to handle MDEC’s rakyat and business segments while Invictus Blue is responsible for the digital investments segment.

M&C Saatchi Malaysia will aid in the execution of MDEC’s programmes under digital skills and jobs as well as the digital adoption ecosystem, which are specifically targeted towards rakyat and business segments. These programmes aim to develop digitally skilled Malaysians, digitally upskill and reskill local talents, and accelerate digital adoption among people and businesses.

On the other hand, Invictus Blue will be executing marketing campaigns surrounding MDEC’s digital investment pillar, which aims to position Malaysia as the digital hub of ASEAN as well as attracting and building confidence among local and international investors.

MDEC said it is proud to have both M&C Saatchi Malaysia and Invictus Blue as part of MDEC’s efforts to enable a progressive, innovation-led digital economy. According to MDEC, both agencies will play vital roles in ensuring MDEC’s programmes and initiatives are communicated to the people, businesses, and investors. A+M has reached out to M&C Saatchi and Invictus Blue for comment.

MDEC witnessed a leadership change last year when it appointed Mahadhir Aziz as CEO, replacing Surina Shukri who stepped down in July. He was previously the co-founder and CEO of Futurise since its establishment in 2017, an agency under the Ministry of Finance mandated to drive the National Regulatory Sandbox and a wholly-owned subsidiary of Cyberview. In March 2020, Mahadhir was also handpicked to be part of the founding team at the National Economic Implementation and Strategic Coordination Agency under the Ministry of Finance.

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Photo courtesy: 123RF

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