The Kuala Lumpur office of ad agency M&C Saatchi has been appointed by Malaysia Airlines to handle its advertising and branding.
M&C Saatchi won the business after a pitch involving incumbent Ogilvy & Mather, Leo Burnett and Grey, according to Marketing Magazine Malaysia.
The airline is to undergo a brand refresh, CMO Dean Dacko said at an event at the end of July – having said four months prior that making major changes to a brand that is so well known globally would be a “tragic mistake to make”.
MAS is assigned with the task of rebranding Malaysia Airlines and they will introduce a new logo but not change its name, as had been suggested in the weeks after suffering two major air tragedies within six months in 2014.
M&C Saatchi Malaysia’s long-serving boss Lara Hussein told a year ago that rebranding was “not the answer” for MAS.
“I don’t think re-branding is the answer. To change the name, image or logo would appear to be superficial and not trigger any change in perception,” she said in August 2014.
Malaysia Airlines launched a short film, #bettertomorrow, to mark Hari Raya in the middle of last month.