IPG Mediabrands has today announced that BPN, the media agency under the IPG Mediabrands network, has been awarded global media duties for AirAsia Berhad and AirAsia X Berhad following a competitive pitch process that spanned 23 markets.
The appointment sees a customised, dedicated team called Red Wings, powered by BPN in Malaysia, to handle media and communications planning, buying, and analytics on a global level. The global hub will be set up in Malaysia.
Commenting on the appointment, Darren Yuen, Group Managing Director of BPN said, “This global win out of Malaysia to service one of Asia’s most well-known carriers is testament to the dedication of the Malaysian team who drove this pitch process. We are looking forward to create truly ground breaking work through the specialist Red Wings team.”
AirAsia Group Head of Marketing Amanda Woo said, “With a growing presence across Asia Pacific, we consistently refine our media strategies to ensure their effectiveness and relevance. BPN helps us to achieve this by providing a cost-effective yet impactful solution, and we look forward to working closely with BPN to elevate the AirAsia brand globally.”
AirAsia is a pioneer of the short-haul low-cost carrier (LCC) model in Asean from 2001, and has grown from a domestic airline in Malaysia into Asia’s leading low-cost airline serving more than 130 destinations across Asia Pacific. Together with its affiliates in Thailand, Indonesia, the Philippines, India and Japan, AirAsia is the largest low-cost carrier in Asia by passengers carried.
AirAsia X is a leading long-haul, low-cost airline operating primarily in the Asia-Pacific region. Today, AirAsia X serves 29 destinations across Asia, Australia, New Zealand, the Middle East and USA, and operates out of three hubs: Kuala Lumpur, Bangkok and Denpasar, Bali.
The appointment commenced in August 2018.