Initiative (including BPN) retains its position as the leading media agency in Malaysia on RECMA’s latest qualitative evaluation, being the only agency in the country to score a Dominant profile, and consecutively for six reports.

Initiative scored a total of 21 points on the report with a number one ranking overall, a clear 4 points ahead of the next placed agency.

Initiative scored 10 points for Vitality, with strong performance across competitive pitches, activity and client portfolio growth. The agency scored a further 11 points across Structure with strong performance across resources, big advertisers and local roots brands.

Darren Yuen, Chief Executive Officer of Initiative said, “We are thrilled to successfully maintain a good showing of a dominant position across these evaluations. This is a testament to our people who have consistently outperformed across pitches, consultancy and business innovation to drive business with purpose.

This success is also attributed to our clients who have placed their utmost confidence in us to drive a collaborative and trusted partnership. To be credited in this report for successful engagements across big advertisers and local roots companies is further proof of our teams’ abilities to engage not only with major international brands but demonstrates a deep cultural understanding of the nuanced landscape that shapes Malaysian brands and consumers.”

Agency rankings are based on 18 criteria, with the qualitative scores tabulated to give a profile ranging across the following levels – Dominant, High, Very Good, Good, Average and Emerging. This edition of the Qualitative evaluation features 16 agencies in Malaysia and stands as a key tool to assess competition on a local basis.

IPG Mediabrands as a network remains a leading agency group with a total of 36 points.

RECMA is an independent media research company that publishes a wide range of media agency notation reports on a global scale. RECMA further provides strategic intelligence reference tools that help the top 500 global advertisers in their decision-making and agency sourcing, collecting and analysing data from more than 1400 media agencies in 90 countries. More details on RECMA can be found here:

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