AirAsia rolls out pitch outside Malaysia

Contrary to expectations, the pitch is being rolled out market by market rather than regionally out of Malaysia.

Sources suggest that the budget airline brand has already initiated the process in Singapore and invited two agencies to pitch for the business. It is not clear why Carat is not participating in the pitch. In Singapore Aegis Media's Vizeum handles Jetstar and the agency is not believed to have a conflict. It is also believed that the incumbent PHD has not been invited to pitch either.

In Malaysia the four shortlisted agencies, including Mindshare, Zenith Media, MPG and incumbent Carat, will make presentations in the last week of March and a result is expected in the second week of April.

Sources suggest that Hong Kong is likely to be the next market in the pitch process. The agencies expected to be invited could be any of the four shortlisted in Malaysia. It is understood that AirAsia will not be reviewing its media agencies in three markets, namely Taiwan, Korea and India, where Carat handles the business.

AirAsia announced plans for a regional media review to Media last year in December.