Malaysia — Malaysia Aviation Group (MAG) has appointed Carat Malaysia, part of dentsu, as its global media agency of record, tasking the agency with leading media and search engine optimisation (SEO) strategy across 26 international markets.
As the aviation group continues to expand its global footprint, the appointment positions Carat Malaysia as MAG’s central media hub, overseeing globally aligned campaigns designed to strengthen engagement with travellers at every stage of their journey while supporting the group’s long-term international growth ambitions.
Under the partnership, Carat will integrate media and SEO capabilities into a single strategy, combining global coordination with local market insights to deliver more relevant and effective communications across diverse audiences worldwide.
Operating from Malaysia, Carat will collaborate with local market teams and specialist partners to ensure campaigns are tailored to regional behaviours and cultural nuances while maintaining consistency across MAG’s international network.
The move reflects MAG’s ongoing efforts to strengthen its position as a leading aviation organisation through more seamless and data-driven traveller experiences.
Bala Pomaleh, CEO of Media at dentsu Malaysia, said the partnership presents an opportunity to connect travellers with both the MAG brand and the broader Malaysian story.
“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,” said Pomaleh.
“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,” added Pomaleh.
The appointment further strengthens Carat’s presence in the travel and aviation sector, while reinforcing MAG’s commitment to building stronger relationships with international travellers through integrated and insight-led marketing.
As MAG continues to grow its international presence, the partnership is expected to play a key role in helping the group deliver more personalised and connected experiences across its global markets.
