Telekom Malaysia (TM) has reappointed UM to manage media duties following a pitch called last April. A+M understands that this is UM's fourth time being reappointed, with the third being in 2016 and the appointment has traditionally been three years. According to the tender seen by A+M, the list of services include media and communications strategy and planning, media buying, media management, digital services, and integrated services, among others. TM and UM declined to comment on A+M's queries.
Amit Sutha, CEO of Universal McCann, UM Studios and Ensemble Worldwide, previously said in 2016 that marketing used to be an assembly line but is now more like a trading room that responds sensitively to market movements. "This, in part, is because customers today expect immediacy from brands. And, that is precisely how we approach our planning," he added.
UM's appointment is part of a bigger pitch that was called in 2019 that also involved a panel of agencies for BTL services, as well as agency partners for its integrated advertising and promotions approach. The agency partners are responsible for account management, campaign strategy and planning, creative concept and design development, digital and social media marketing, content creation and marketing management, innovation and performance, as well as brand management. VMLY&R was one of the agency partners appointed earlier this year by TM. Meanwhile, the telco is also currently on the hunt for a loyalty engagement platform for unifi Rewards. The notice closes on 27 July at 4.30pm. TM Rewards was renamed to unifi Rewards in August 2019.
Separately, the telco recently tied up with Digi Telecommunications through its wholesale arm, TM WHOLESALE, on a nationwide broadband access service coverage in line with Digi's commitment to provide connectivity options to more customers. Meanwhile, as part of its corporate responsibility initiatives, TM's TM Future Skills is equipping students and teachers with the Industrial Revolution 4.0-centric skills and knowledge. TM's tertiary education arm, Multimedia University will also provide its expertise in design thinking, prototyping and fundamentals to IR4.0.
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