Maybank moves from Zenith to Initiative

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( – By: Malati Siniah

Maybank has appointed Initiative, a subsidiary of IPG Mediabrands, as the banking group’s regional media agency.

The scope of work will cover five markets – Malaysia, Indonesia, Singapore, Philippines and Cambodia. The agency appointment is for three years, commencing 2017.

Managing Director of Initiative Kristine Ong said, “We are excited to be working with Maybank to catapult its 2020 strategic objectives by being fearless in our approach, brilliant in our work,dynamic by design and seamless in execution.”

Zenith was the incumbent of the account working on the banking group’s planning and buying duties for the past nine years.

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