Malaysia Airlines shifts digital duties to Upfront Media

The appointment came after a three-way pitch in March, which also included incumbent XM and Leo Burnett. It is a two-year contract with the option of a one-year extension.

The agency is tasked with handling the redevelopment of the Malaysia Airlines website, as well as its web maintenance and creative development. The duties cover 19 markets.

Khairul Syahar Khalid, head of advertising and promotions at Malaysia Airlines, said the airline is on a journey to position itself as the preferred premium carrier and that Upfront Media brings the level of excitement and thought in its work that it was looking for in a partner.

Incumbent XM had been working with the airline for five years.

“They [XM] were integral to the building of the website foundation and helping to grow our digital presence, for which we are grateful,” Syahar Khalid said.

Rueben Anthony, general manager of XM Malaysia, said: “It’s been a quite a journey and we feel privileged to have played a part in developing a foundation for which MAS and future partner agencies can build on.”