Initiative wins internet service provider Maxis’ online and offline business in Malaysia

Maxis, Malaysia’s leading communications and internet service provider, has handed its media business to Initiative, a subsidiary of IPG Mediabrands. The scope will cover all of Maxis’ offline and online media across brand, mobile, home and enterprise.

Commenting on the win, Prashant Kumar, President World Markets APAC & CEO IPG Mediabrands Malaysia (pictured) said, “Maxis is a leader in Malaysia today, not just by shares but also a bold marketing vision. This win is a wonderful validation of the disruptive ‘Agency of the Future’ offering Initiative has built in the region.”

Sulin Lau, Head of Marketing Services, Maxis, added, “For decades, the challenge in media used to be how we could deliver more eyeballs more cheaply. Today, brands like Maxis operate in perpetual technological flux and “media” itself is constantly being disrupted. None of us can predict what’s next: the best we can do is work with people who are adaptable to change, embrace experimentation, and share our obsession with customers. And after meeting with many different agencies and specialist firms over the last three months, we believe the folks at Initiative best fit that brief.”

“We would like to express our sincere gratitude to the Maxis team at Mindshare, our media agency for the last 10 years, who have helped to make the Maxis and Hotlink brands the market leaders both brands are today.”