Malaysia Aviation Group Names Carat Global Media AOR to Support Global Growth

Malaysia Aviation Group has appointed Carat Malaysia, part of dentsu, as its Media Agency of Record. Carat will serve as the central global hub supporting MAG’s efforts to deepen engagement with travellers across 26 international markets.

The partnership will bring together media and search engine optimisation capabilities under a unified strategy designed to improve relevance, agility and effectiveness across diverse markets. Operating from Malaysia, Carat will work closely with local market teams and specialist partners to deliver globally aligned strategies tailored to regional nuances and audience behaviours.

The appointment reflects MAG’s continued focus on strengthening its global presence as a leading aviation organisation. It also supports the Group’s goal of delivering more seamless, data-informed experiences that build stronger connections with travellers and inspire them at every stage of their journey.

Bala Pomaleh, CEO of Media at dentsu Malaysia, said: “MAG occupies a unique position as one of Malaysia’s most recognised brands internationally, representing the country on some of the world’s most important routes and touchpoints.

We are incredibly proud to be handed this mandate, bringing together the strength of our global capabilities and Asian heritage with deep local truths to craft strategies that resonate across markets while staying grounded in the spirit that makes Malaysia unique.

“Together with MAG, we look forward to creating more meaningful connections with travellers around the world and showcasing the very best of what Malaysia has to offer.”

At the heart of the partnership is a shared ambition to connect Malaysia more meaningfully with the world. As MAG continues to build on its strong international presence, Carat’s integrated capabilities, global network and deep understanding of audiences across markets will help transform that ambition into experiences that resonate with travellers worldwide while celebrating the spirit of Malaysia.

Malaysia Aviation Group (MAG) is a global aviation organisation comprising three core business portfolios: Airline Business, Aviation Services, and Loyalty & Travel Services.

The Airline Business portfolio serves global, domestic and segmented markets through Malaysia Airlines, the national carrier; Firefly, the regional airline focused on connecting communities across Malaysia and ASEAN; and Amal by Malaysia Airlines, a leading one-stop pilgrimage travel solutions centre.

The Aviation Services portfolio offers a comprehensive suite of capabilities. It comprises MAB Engineering, the Group’s maintenance, repair and overhaul services provider; MASkargo, its cargo and logistics solutions provider; AeroDarat Services, its ground handling services provider; MAG Culinary Solutions, which oversees all food and beverage-related strategies, operations and services across MAG; and MAB Academy, the Group’s centre of excellence for aviation and hospitality training.

The Loyalty & Travel Services portfolio delivers end-to-end travel solutions and loyalty programmes, strengthening MAG’s core expertise in airline and aviation services. It includes Journify, an integrated digital platform offering travel and lifestyle experiences; Enrich, Malaysia Airlines’ award-winning travel and lifestyle loyalty programme; and MHholidays, the Group’s dedicated flight and hotel package platform.