What Axiata is looking for from agencies as it calls for creative pitch

Axiata Group has launched its RFP for its creative account covering the Axiata corporate brand and related sub-brands. This does not include its subsidiary brands such as Celcom Axiata, edotco, or Boost.

It is seeking a partner that can surprise with a fresh perspective and bold ideas, and has the capacity to execute with purpose.

Previously when Axiata Group was in the midst of chemistry meetings, its spokesperson said it is seeking an agency partner which understands the company's unique needs as an Asian corporate brand, and shares its ambition to build a reputable corporate brand that provides endorsement and support to Axiata's portfolio of consumer brands across Asia. 

Incumbent M&C Saatchi has been invited to defend the account, along with four other agencies. A+M understands they are Publicis, Ogilvy, Entropia and dentsu. The appointment timeline for its creative account is typically two years with the option to extend for another.

The selected agency will act as the custodian of Axiata's corporate brand and is mainly responsible for strategising, planning and executing Axiata's brand development roadmap to achieve long-term brand objectives. The agency will also lead on the brand’s creative expression and provide end-to-end external and internal communications support to Axiata Group.

The RFP process is expected to conclude in the third quarter of the year, and it is highly unlikely for more than one agency to be selected. While its communication efforts are pre-dominantly catered to the Malaysian market, Axiata has a presence in 11 ASEAN and South Asia countries. Hence, the company constantly seeks to remain relevant to respective stakeholders within the various markets it operates in.

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