UM renews media-buying ties with TM, worth US$20.5mil
By Digital News Asia February 10, 2014
- Win for incumbent comes after 6-month review with one other agency ended last Dec
- First won account in 2009, created award-winning ‘TM Finds Love Again’ campaign
TELEKOM Malaysia (TM) said it has selected UM (Universal McCann) to handle its media planning and buying duties in the country.
The business, worth US$20.5 million according to some sources, was won following a two-way pitch that included Carat and incumbent UM, which has held the account since 2009.
A six-month review began last July and concluded in late December, UM said in a statement.
“TM as a brand has reinvented itself in the last few years and we are extremely proud to have been its partners in this journey - a partner they could always trust to deliver more than what was promised,” said UM Malaysia chief executive officer Prashant Kumar.
Over the past years, UM Malaysia has launched a number of successful campaigns for TM. Leveraging on the London Olympics 2012, it created what it claims was the first crowd-sourced sports channel, with sponsored fans tweeting live from the stadium.
The campaign reached 6.12 million viewers, higher than most sports channels. Brand page engagement reached an impressive 110 times higher than industry average. The campaign won a Gold at the 2013 Malaysian Media Awards .
Shortly after winning the account in 2009, the agency created the ‘TM Finds Love Again’ campaign which focused on refreshing the brand image among youth. Following the campaign, brand loyalty scores among youth shot up 22%.
The campaign also won Gold for Best Integrated Media Campaign in the 2010 Malaysian Media Awards, UM Malaysia said.
UM itself is the largest media agency under IPG Mediabrands and sits within the Interpublic Group of Companies. It has more than 130 offices in 100 countries and employs over 4,800 professionals.
Other clients include Chrysler, Coca-Cola, ExxonMobil, Johnson & Johnson, L’Oreal, MasterCard, Microsoft and Sony.
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