Dentsu Malaysia Appointed as Axiata’s Creative Agency of Record

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Dentsu Malaysia has been selected as Axiata's creative agency of record effective December 2021. Dentsu has been tasked with building Axiata's brand equity aligned to its strategic purpose of Advancing Asia and providing end-to-end communications support to strengthen its reputation with key stakeholders across the region. 

As Axiata elevates 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.  

Dentsu's teaming platform that is fit-for-purpose brings together award-winning strategists, creatives, and technologists from the network to ensure Axiata's brand growth for the region is delivered.  

Kunal Roy, CEO of dentsu Creative: “We feel deeply honoured 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 on partnering Axiata using creativity as a force for lasting good everywhere, in every way.”   

Dato' Izzaddin Idris, President & Group CEO of Axiata, said: “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."       

Kien Eng Tan, CEO of dentsu Malaysia, noted: "We are thrilled to win Axiata's mandate, it is not only a recognition of our creative excellence, but a demonstration of how dentsu can deliver impactful ideas, through a strong collaboration with our 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." 

Dentsu’s creative credentials in APAC include being crowned Network of the Year at Spikes Asia 2021 and winning Network of the Year for the fourth consecutive year at Adfest 2020. In addition, dentsu malaysia recently won five awards for Campaign Excellence, Malaysia Technology awards and over 60 awards from Kancil, Effies, The Appies and A+M.