Posted on by Nathalie Tay
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Universal McCann: An Energising Force As TCP Red Bull’s New Media AOR
18 Apr
Universal McCann (UM), the global media agency network powered by the mission to ‘Stand Against Bland’, has been appointed as the Media Agency of Record (AOR) in Malaysia for TCP Red Bull Malaysia, the world’s leading energy drink brand.
UM’s remit includes all media duties such as strategy, planning, buying, research, and data and analytics for TCP Red Bull across Malaysia. This news comes following a competitive pitch review.
Sue-Anne Lim, Chief Executive Officer of Universal McCann Malaysia, expressed, “TCP Red Bull Malaysia isn’t just a brand; it’s an icon that embodies the relentless pursuit of innovation, peak performance, and boundless creativity.
We are beyond excited to fuel TCP Red Bull Malaysia’s journey with our transformational ‘Full Colour Media’ capabilities, which embraces the differences, uniqueness, and nuance of brands. This partnership marks an electrifying new chapter for TCP Red Bull media strategy in Malaysia, as we aim to amplify its vibrant and adventurous spirit, making an indelible mark on the cultural landscape.”
Adelene Tay, Head of Marketing at TCP Red Bull Malaysia, added, “Red Bull is synonymous with pushing boundaries, embracing bold ideas, and constantly seeking new frontiers. In UM, we’ve found a media partner that not only matches our ambition but also brings a game-changing blend of strategic thinking, sharp insights, and innovative solutions to the table to help us continue to captivate and energise our consumers. Together, we’re looking to propel the TCP Red Bull Malaysia brand to even greater heights.
The appointment began in March 2025, and is set to run until February 2027.
UM’s recently launched Full Colour Media approach is designed to lead a renaissance of media in the intelligence era, as it recognises that, in order to truly drive growth and efficacy, and to combat the threat of blandness, brands first need to find their unique, complex and nuanced patterns.
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