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Tenaga Nasional hands over consolidated creative and media account to IPG Mediabrands

Just months after it made one of Malaysia’s most viral ads of the year, Leo Burnett has been dropped as creative agency-of-record for Tenaga Nasional in favour of IPG Mediabrands.

Following a competitive pitch, the Malaysian energy giant has decided to consolidate its creative, media and digital briefs into one account led by Mediabrands’ mobile and technology arm, Ansible, and Society, its content and social agency.

IPG Mediabrands Malaysia’s third media agency BPN, which was consolidated into Initiative globally, will handle media planning and buying, rounding off the integrated account.

However, the contract will only last for a period of six months. Mediabrands did not reveal whether the contract would be extended or the account re-pitched once the six months is complete.

Manu Menon, managing director of Ansible, said:“The synergy between creative, media and digital expertise that we have to offer will put us in good stead to grow the TNB brand in the market. We believe the partnership between IPG Mediabrands and TNB will bring forth some great ideas and initiatives over the near term and we are extremely excited to work with TNB to augment its already stellar brand reputation in the market.”

The announcement comes just five months after Leo Burnett’s ad showing a Malaysian woman’s Hari Raya-from-hell went viral for TNB, gaining nearly nine million views in less than a week.

According to data from YouTube, the ad was the most popular ad in Malaysia between January and June 2017 this year.

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