M&C Saatchi wins pitch to rebrand Malaysia Airlines

Malaysia Airlines logoThe Kuala Lumpur office of ad agency M&C Saatchi has been appointed by Malaysia Airlines to handle its advertising and branding.

M&C Saatchi won the business after a pitch involving incumbent Ogilvy & Mather, Leo Burnett and Grey, according to Marketing Magazine Malaysia.

The airline is to undergo a brand refresh, CMO Dean Dacko said at an event at the end of July – having said four months prior that making major changes to a brand that is so well known globally would be a “tragic mistake to make”.

MAS is to introduce a new logo and change its name, as was been suggested in the weeks after suffering two major air tragedies within six months in 2014.

M&C is to work on the brief together with brand consultancy Prophet.

M&C Malaysia’s long-serving boss Lara Hussein told Mumbrella a year ago that rebranding was “not the answer” for MAS.

“I don’t think re-branding is the answer. To change the name, image or logo would appear to be superficial and not trigger any change in perception,” she said in August 2014.

Malaysia Airlines launched a short film, #bettertomorrow, to mark Hari Raya in the middle of last month.

The company recently installed a new CEO, German Christophe Mueller, who has instigated a broad corporate restructure, cutting 6,000 jobs.


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