MDEC picks new public relations agency

The Malaysia Digital Economy Corporation (MDEC) has appointed global strategic communications agency Burson as its new public relations agency of record. 

The appointment follows a competitive pitch process to identify a capable PR agency to work with collaboratively strengthening MDEC's communication strategies and stakeholder engagements. 

According to a statement seen by A+M, Burson was selected for its global reach, deep insights and capability to support MDEC's mission of accelerating Malaysia's digital transformation. 

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As the agency of record, Burson will aim to strengthen MDEC's communication efforts and reinforce its leadership in the digital economy. 

The partnership will also encompass a comprehensive range of services, including strategic media relations both locally and internationally, bespoke content creation, and reputation management.

In addition, over the course of the next three years, Burson will meticulously craft and execute communication strategies designed to amplify MDEC’s initiatives and engage effectively with diverse stakeholders. 

"This appointment is a testament of the team's ability to provide the deep actionable insights that MDEC requires from a global agency partner," said Justin Then, CEO of Burson Malaysia. "We're honoured to be handed this mandate to assist MDEC in advancing the national digital transformation agenda."

Earlier this year, WPP Group announced the merger of its two largest communications agencies, Hill & Knowlton and BCW, to form Burson. Burson was named in honour of the late Harold Burson, a pioneer and founding figure of modern public relations and strategic communications.

The newly formed Burson, officially launched last month, now boasts over 6,000 employees in 43 markets worldwide. The merger also created an industry-leading, full-service communications agency focused on building and protecting reputation.

Following the merger, Corey duBrowa, who is currently the global CEO of BCW, was named global CEO of Burson. Additionally, AnnaMaria DeSalva, who is currently the global chairman and CEO of Hill & Knowlton, has been named global chairman of Burson.

Together, they will oversee agency strategy, client service, employee experience and culture.

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