The World: Kuala Lumpar - MAS kicks off review of creative and media

Malaysian Airlines (MAS) is reviewing its creative and media business as it struggles to cut costs after losing RM1 billion ($268 million) in 2005.

The account is tipped to be worth in the region of RM40 million. However, the company is forecasting losses of about RM1.2 billion this year and could freeze marketing spend as a result.

A number of agencies are likely to be invited to pitch for the business, including TBWA, M&C Saatchi and Astana.

It is not clear whether the incumbent agencies, Leo Burnett for advertising and Starcom for media planning and buying, will be asked to pitch for the business. Their contracts will see them continuing to work on the account until June.

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