The Star Malaysia - StarBiz

Mediabrand­s retains media network top spot

Agencies under its business continue to dominate


PETALING JAYA: Mediabrand­s Malaysia has retained its position as the leading media network based on media research company Recma’s latest qualitativ­e evaluation for Malaysia, with Universal Mccann (UM) and Initiative scoring a dominant profile consistent­ly for a five-year period.

The qualitativ­e evaluation, which is published twice yearly, sees UM and Initiative including BPN in the top two positions with dominant profiles, the only two media agencies in the country on that scale.

Mediabrand­s as a network scored 44 points, leading 20 points ahead of its closest competitor network.

UM, Initiative and BPN are agencies under the Mediabrand­s network.

Agency rankings are based on 18 criteria’s, with the qualitativ­e scores tabulated to give a profile ranging across the following levels – dominant, high, very good, good, average and emerging.

This new edition of the qualitativ­e evaluation features 15 agencies in Malaysia and stands as a key tool to assess competitio­n on a local basis.

Commenting on the achievemen­t, Mediabrand­s Malaysia chief executive officer Bala Pomaleh said: “Economical­ly, the country has taken a hit over the past couple of years, and the industry has worked hard to fight for our survival.

“As a network, we have prioritise­d the longevity of our business, and our strategies have taken many forms besides financial measures.

“We have been carefully putting in place plans to address our sustainabi­lity, made talent improvemen­ts, and placed diversity, equity and inclusion high on the agenda.

“While these things are not necessaril­y measured in Recma’s very extensive process, we believe they have played a contributi­ng factor for our success as we’ve managed to solidify our culture and grow from strength to strength.”

UM attained a dominant profile with a score of 23 points, ranking number one in the vitality ranking and number two in the structure ranking.

Meanwhile, Audrey Chong, chief executive officer of UM added that: “The past year has been extremely challengin­g for us as we’ve slowly clawed our way back from the effects of the Covid-19 pandemic.

“UM has rallied together, and the team has demonstrat­ed immense resilience by focusing on client excellence and upskilling digitally to meet the pace of change.

“Our activity growth and pitch performanc­e have been extremely positive, and we are confident these are a direct result of our futureproo­f thinking and brand positionin­g.”

Initiative including BPN also attained a dominant profile, with a score of 21 points, ranking number one in the structure ranking and number three in the vitality ranking.

Celebratin­g the success, Darren Yuen, chief executive officer of Initiative noted that the agency has once again retained its position as a challenger brand in the market.

“Over the past year, we have focused our efforts on building new capabiliti­es and intensifyi­ng our consultanc­y scope and practices.

“As a result of enhancing our analytics and content services, we have managed to grow even further across non-traditiona­l spaces and strengthen our positionin­g with both large and local businesses, as we continue to innovate and disrupt.”

Recma is an independen­t media research company that publishes a wide range of media agency notation reports on a global scale.

It also provides strategic intelligen­ce reference tools that help the top 500 global advertiser­s in their decision-making and agency sourcing, collecting and analysing data from more than 1,400 media agencies in 90 countries.

Mediabrand­s manages approximat­ely Us$40bil (Rm182bil) in marketing investment globally on behalf of its clients and provides strategic services and solutions across its award-winning, full-service agency networks UM and Initiative and through its innovative marketing specialist companies Reprise, Magna, Orion, Rapport, Healix, Mediabrand­s Content Studio and the IPG Media Lab.

Mediabrand­s clients include many of the world’s most recognisab­le and iconic brands from a broad portfolio of industry sectors. The company employs more than 13,000 marketing experts in about more than 130 countries.

“We have been carefully putting in place plans to address our sustainabi­lity, made talent improvemen­ts, and placed diversity, equity and inclusion high on the agenda.” Bala Pomaleh

 ?? ??

Newspapers in English

Newspapers from Malaysia