TM launches creative and media pitches

Telekom Malaysia (TM) is on the hunt for a panel of creative and media agencies for the group as well as its subsidiaries. According to the tender summary, the creative duties include but are not limited to strategy and planning, creative concept; execution and supervision; brand guardian; reporting; and account management. The creative tender briefing will be held on 6 October at 11.30am and closes on 20 October at 12pm. Among the list of agencies TM is currently working with include Grey and VMLY&RCOMMERCE.

Meanwhile, the scope of the media services include but are not limited to media and communications strategy and planning; media buying; media management; and digital services. A briefing was held on 26 September and the tender closes on 6 October at noon. UM is the incumbent and was reappointed in 2020 for the fourth time. 

The agency appointments have traditionally been three years. A+M understands that TM is rethinking how it works with agencies by leveraging their strengths to ensure an effective partnership instead of taking a one-size-fits-all approach. A+M has reached out to TM for comment.

Separately, the telco brought the Malaysian artform of wayang kulit (shadow play) into the digital age through an innovative 360° film, to tell the story of one of the country’s lesser-known Independence hero, Ibu Zain.

Narrated by her daughter, revered Malaysian scholar, Fadzilah Amin, the first-of-its-kind film, entitled "Ibu, Kisah Seorang Tokoh Kemerdekaan" (Ibu, The Story of Malaysia’s Independence Hero) was created by VMLY&R in partnership with TM and Mojo Film, with guidance and performances by puppeteers from Fusion Wayang Kulit, Malaysia.

The film tells the story of the forgotten Malaysian heroine who encouraged Malaysians to unite and empowered Malaysian women to fight for their right to an education. Wayang kulit is often thought of as the earliest form of animation. Partnering with Tintoy Chuo, the founder of Fusion Wayang Kulit, and his Tok Dalang (master puppeteer), VMLY&R sought to take the artform to the next level using 360° video technology to create a truly immersive 360 wayang kulit experience for modern audiences.

As part of the campaign, VMLY&R also created a specially curated TM Merdeka microsite, where audiences can immerse themselves in the world of wayang kulit, Ibu Zain and TM‘s Mengukir Malaysia initiative with videos, 360° interactive wayang kulit experiences and special behind-the-scenes content. Fans can also feel part of the campaign by adopting one of several wayang kulit Instagram filters.

In January, TM named Andrew Pinto its head of brand and marketing. Pinto joined from Mudah.my where he was previously head of marketing. Last year, it appointed Shanti Jusnita Johari as CMO.

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