Kuala Lumpur – IPG Mediabrands has been awarded the global Agency on Record (AOR) for Malaysia Airlines(马来西亚航空) business spanning 4 continents and more than 22 countries around the world. A total of 3 contenders, which includes incumbent Starcom, pitched for this business. Starcom has been MAS' agency since 2010. “The airline market is getting crowded, competition is tough and customers are more discerning. With the launch of our Business Plan to return to profitability and our desire to be the preferred premium carrier of customers, we needed an AOR partner to help us lead the customers, rather than follow them. IPG Mediabrands was a clear choice.” said Malaysia Airlines Director of Commercial, Dr. Hugh Dunleavy. Malaysia Airlines is the flagship carrier of Malaysia, with its marker MH standing for “Malaysian Hospitality”. The brand is growing with the launch of its first two A380s earlier this year with four more to follow. Malaysia Airlines has also announced that it will be joining the oneworld alliance, and is determined to maximize its share of growth in Asia’s fast expanding travel industry. “There are few other categories where the business value of the brand equity is tested so closely each time a customer checks the rates vs. a low cost airline. We are excited to partner with Malaysia Airlines in helping create that contemporary brand experience that’s every bit worth the premium.” – said Genevieve Loriant, from IPG Mediabrands. In this March, MAS had chosen Ogilvy & Mather Advertising as its global creative agency following a long-drawn creative pitch.