Leo Burnett Malaysia forms strategic partnership with Xiamen University

The creative agency and university aim to provide a greater learning opportunity with real insights and promote industry readiness among advertising students.

Leo Burnett (LB Malaysia), the award-winning creative agency under Publicis One Malaysia, has announced a cooperation agreement with Xiamen University Malaysia (XMUM), a renowned Chinese university in Malaysia, with an aim to foster and promote a collaborative learning culture between professional practice and academia that is mutually beneficial for both parties.

Signing the agreement at Xiamen University Malaysia campus today were Leo Burnett Malaysia chief executive officer Tan Kien Eng and Dr Wang Changsong, Assistant Professor and Program Coordinator of Advertising, Xiamen University Malaysia (pic).

Under this strategic collaboration, in the form of a Memorandum of Understanding (MoU), LB Malaysia will be working closely with XMUM to inspire and further enhance the advertising students’ learning experience in their respective fields.

Tan said, “We always believe what we do is always about people and their purpose.

“We hope that through this collaboration with Xiamen University Malaysia, the students are able to truly embrace the real meaning and purpose of marketing and communication.”

The MoU will see LB Malaysia sharing real case studies, the latest industry insights, lectures and training assistance for educational purposes, providing internship opportunities for final-year students of the university’s advertising programme before graduation, as well as other areas of cooperation upon mutual agreement.

“We are glad to be able to collaborate and build a connection with a leading advertising company like Leo Burnett.

At Xiamen University Malaysia, we always encourage the formation of such partnerships to get in touch with the industry and community.

We believe through this exercise, our students are able to gain more insights from one of the top industry players in the market, which would strengthen their skills and knowledge before they enter the real working world,” said Dr Wang.

After 20 years of evolving technology, shifting market trends, and adapting to changing consumer behaviour, the media landscape has nearly reached saturation.

We’ve optimised to the fullest, providing advertisers with abundant choices across technology, platforms, data-driven marketing, CTV, OTT, DOOH, influencer marketing, retail, etc.

Media specialists have diversified, but with more options comes the challenge of maintaining income growth. The industry is expanding, but revenue isn’t keeping pace.

Now, we’re at a TURNING POINT: time to explore and harness new sustainable revenue streams. While GroupM forecasts a 7.8% global ad revenue growth in 2024, challenges like antitrust regulation, AI and copyright issues, and platform bans persist.  

Collaboration is key: partnerships that thrive on synergy, shared values, and aligned goals are becoming increasingly essential.

Hence, the Malaysian Media Conference, in its 20th year, has assembled the partners and players under one roof on October 25 for a day of learning, sharing, and exploring.

 

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