Maybank shifts account from ZenithOptimedia to Initiative.
SINGAPORE - Maybank has appointed IPG Mediabrands' Initiative as its regional media agency.
The scope of work will cover planning and buying for five markets: Malaysia, Indonesia, Singapore, Philippines and Cambodia. The appointment is for three years, commencing in 2017.
In 2013, Maybank awarded its regional media business to Zenith after a competitive pitch that also involved Universal McCann, Carat and Starcom.
Top news, insights and analysis every weekday
Sign up for Campaign Bulletins
.jpg&h=268&w=401&q=100&v=20250320&c=1)
AIA Group CMO Stuart Spencer discusses how the insurer is changing perceptions about what it means to be healthy, and about its own industry in the process.
The Aussie studio's creative directors Cass Jam and Mark Carbone reveal their top campaigns that combine wit, practicality, and cinematic flair ahead of Cannes Lions 2025.
In this sequel to his analysis of gen AI's impact on agency business models, marketing consultant Andreas Moelmann suggests agency profitability lies in creative consulting.
The Asia-Pacific CEO of Publicis Groupe is still bullish on China, unfazed by scaled rivals and sees a new future for creative through media.
.jpg&h=334&w=500&q=100&v=20250320&c=1)
.jpg&h=334&w=500&q=100&v=20250320&c=1)
.jpg&h=334&w=500&q=100&v=20250320&c=1)
.png&h=334&w=500&q=100&v=20250320&c=1)
.jpg&h=268&w=401&q=100&v=20250320&c=1)
.jpg&h=268&w=401&q=100&v=20250320&c=1)