Malaysia Airlines to work with Group M, Mirum Singapore and Rally Worldwide

Malaysia Airlines has appointed three agencies to support the national carrier’s marketing and branding strategy through digital and integrated media.

Group M and Rally Worldwide, will be working cohesively to assist the airline in driving business revenue which covers channel planning, global media buy, search engine marketing and remarketing, social media, community management as well as influencer engagement. Group M will manage Malaysia Airlines’ Global Assignments.

Concurrently, Mirum Singapore will be providing expertise for Malaysia Airlines’ global digital transformation initiatives to improve the airline’s consumer user experience through technology, data and a robust creative and content strategy over the website and all digital applications.

The agencies will be supporting the airline for two years with an option to renew for one year.

Malaysia Airlines Chief Commercial Officer Paul Simmons said, “Group M, Mirum Singapore and Rally Worldwide fulfilled our requirements and have a firm grasp of the challenging environment of the aviation industry. The agencies believe in our brand values and they have a pool of diverse and young talent, to support Malaysia Airlines to compete across the globe.”

“We are delighted to be working with agencies who give us the opportunity to create competitive, cost efficient  and unique global campaigns,” he added.

“Building on our strong technology, data and UX experience, we are delighted to have been selected by Malaysia Airlines. We look forward to our collaboration to deliver the work that will greatly inspire customers and enrich their experience with the brand,” said Rueben Anthony, Managing Director, Mirum Singapore (pictured above).