"There is much that Maxis has to do to regain its composure as a brand. In the face of a very intrusive DiGi and ever evolving Celcom that clearly refuses to go away......the task is certainly daunting. In light of this competitive framework, I do however believe both the chosen incumbent agencies have the credentials to ensure Maxis retains its leadership. Importantly. Maxis must not abrogate from building its credentials as a well differentiated brand with a strong personality in the competitive telco market. That, as I see it, is the critical task at hand."
Rishya Joseph - Senior Vice President and Regional Director, Y&R.
(Y&R was one of the competing agencies in the recent RM200 million creative review)