BPN creates dedicated Red Wings unit after securing global media duties for AirAsia

IPG Mediabrands media agency BPN has been handed global media duties for AirAsia and sister airline AirAsia X following a competitive pitch across 23 markets.

The account will be run out of Malaysia through a dedicated unit created by the agency called Red Wings.

Red Wings will handle global media and communications planning, buying, and analytics.

The airline previously worked with Dentsu X.

BPN group managing director Darren Yuen said: “This global win out of Malaysia to service one of Asia’s most well-known carriers is testament to the dedication of the Malaysian team who drove this pitch process.

“We are looking forward to create truly ground breaking work through the specialist Red Wings team.”

AirAsia Group head of marketing Amanda Woo said the review came amid a growing Asia Pacific presence for the airline and a strategy to “consistently refine our media strategies to ensure their effectiveness and relevance”.

“BPN helps us to achieve this by providing a cost-effective yet impactful solution, and we look forward to working closely with BPN to elevate the AirAsia brand globally,” she said.

AirAsia’s most recent campaign in Singapore, created by Carat Singapore and The Smalls, came amid a public relations blunder after AirAsia chief executive officer Tony Fernandes appeared to endorse former Malyasian leader Najib Razak.

In a confessional video, Fernandes apologised.

More recently, the Kuala Lumpur-based airline was among the branding sponsors of the UFC fight between Conor McGregor and Khabib Nurmagomedov in Las Vegas.

The fight ended in controversy as brawls broke out among rival camps.



Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing