The stock exchange launched a tender for its creative business in February this year. It is understood that a large number of agencies in the country submitted their credentials in response to the tender.
TBWA-ISC is the incumbent for the account, which is estimated to be worth about US$1 million.
Lara Hussein, the managing director of M&C Saatchi, called Bursa Malaysia "an important win" for the agency.
"It's such a dynamic and fascinating category, we are thrilled to be able to present a comprehensive strategy that the clients appreciated. It is also an extremely complex subject matter that not everyone could grasp within the agency. A lot of emphasis was put into placing the right team who could understand the fundamentals and challenges of Bursa,"
she said.
Hussein said that the stock exchange's biggest objective is to be visible amongst foreign institutional investors.
"Malaysia has lost some ground in building participation amongst foreign buyers so the challenge is to build it back by making a strong statement about what Bursa can offer from excellent, quality products to quality infrastructure and governance. We need to put Bursa Malaysia back in the radar of investors."
Bursa Malaysia is one of the largest bourses in Asia with just under 1,000 listed companies offering a wide range of investment choices. Companies are either listed on Bursa Malaysia Securities Berhad Main Market or ACE Market.
TBWA-ISC is the incumbent for the account, which is estimated to be worth about US$1 million.
Lara Hussein, the managing director of M&C Saatchi, called Bursa Malaysia "an important win" for the agency.
"It's such a dynamic and fascinating category, we are thrilled to be able to present a comprehensive strategy that the clients appreciated. It is also an extremely complex subject matter that not everyone could grasp within the agency. A lot of emphasis was put into placing the right team who could understand the fundamentals and challenges of Bursa,"
she said.
Hussein added the first task for the agency is to develop a through-the-line corporate branding campaign, which involves a thorough review of Bursa Malaysia's positioning, issues and understanding of the target market which is primarily foreign institutional investors. This will be supported with a tactical campaign for all the stock exchange's products.
Hussein said that the stock exchange's biggest objective is to be visible amongst foreign institutional investors.
"Malaysia has lost some ground in building participation amongst foreign buyers so the challenge is to build it back by making a strong statement about what Bursa can offer from excellent, quality products to quality infrastructure and governance. We need to put Bursa Malaysia back in the radar of investors."
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