IPG's Initiative snags Maxis media business in Malaysia

Initiative, a subsidiary of IPG Mediabrands will handle all of Maxis’ offline and online media across brand, mobile, home and enterprise business. According to Nielsen’s Adex report, Maxis annual spending is reported to be around RM321 million (about US$ 72 million).

The company serves over 13 million customers and boasts the widest 4G-network footprint in the country as well as a data services including integrated mobile, fixed, satellite and enterprise offerings.

Initiative takes over the account from Mindshare, with both agencies the last two standing in a final evaluation round that took place in July.

Sulin Lau, head of marketing services at Maxis, noted that for decades, the challenge in media used to centre on how more eyeballs could be delivered more cheaply. However, today, brands like Maxis operate in perpetual technological flux and ‘media’ itself is constantly being disrupted.

“None of us can predict what’s next: the best we can do is work with people who are adaptable to change, embrace experimentation, and share our obsession with customers,” she said. “And after meeting with many different agencies and specialist firms over the last three months, we believe the folks at Initiative best fit that brief.”

“We would like to express our sincere gratitude to the Maxis team at Mindshare, our media agency for the last 10 years, who have helped to make the Maxis and Hotlink brands the market leaders both brands are today,” she added.

Prashant Kumar, president World Markets APAC and CEO of IPG Mediabrands Malaysia, credited Maxis’ market leader position to its “bold marketing vision”.

This is the second significant piece of business that IPG Mediabrands has won from Mindshare in Malaysia this year.

In August, the agency was named AOR for Sime Darby, a conglomerate with business interests in property, auto marketing, energy and industrial products.

Mindshare did not respond to a request for comment in time for publication.