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dentsu MY rings up Axiata account to be named its creative agency of record

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Kuala Lumpur, Malaysia – Multinational Malaysian telecommunications company Axiata has recently appointed advertising company dentsu in Malaysia as its creative agency of record, effective by December this year.

The agency was tasked by Axiata in building its brand equity aligned to its strategic purpose of ‘Advancing Asia’, which is the company’s objective of being the best in the region in terms of innovation, connectivity and talent. Furthermore, dentsu will be providing end-to-end communications support for Axiata to strengthen its reputation with key stakeholders across the region.

Axiata’s appointment of dentsu Malaysia comes in retrospect of the need to elevate its growth as a trusted regional brand, its brand plans will require a targeted mix of campaigns focused on technology and innovation thought leadership, employer branding, good governance, credibility, sustainability, diversity, nation-building, and digital inclusion.

Kunal Roy, CEO of dentsu Creative, said, “We feel deeply honored and privileged to partner with a client that is so alike in our values and our purpose; we look forward to bringing alive Axiata’s purpose of ‘Advancing Asia’ with meaningful innovation and experiences. As Axiata continues to champion progress across Asia, dentsu is committed to partnering with Axiata using creativity as a force for lasting good everywhere, in every way.”

Meanwhile, Dato’ Izzaddin Idris, president and Group CEO at Axiata, commented, “As one of the largest diversified telco groups serving emerging markets in Asia, Axiata is well-positioned and anchored to support digital inclusion and progress in a time when governments, businesses, and societies turn to technology and digital innovation to drive recovery and growth. We look forward to dentsu’s best work to support our regional momentum and aspirations as The Next Generation Digital Champion by 2024.”

For Kien Eng Tan, CEO of dentsu Malaysia, they are thrilled to win Axiata’s mandate, which is not only a recognition of their creative excellence but a demonstration of how the agency can deliver impactful ideas, through a strong collaboration with their client.

“We look forward to leveraging our inclusive Consumer Vision 2030 to unlock opportunities for growth through integrated solutions that are real-time, data-driven and tech-enabled. I am proud of our team, the work we do is our people’s mission and pride — each employee at dentsu is fearless in embracing the invitation to the never before,” Tan concluded.

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