The beleaguered airline has come under increased pressure following the disappearance of flight MH370 in March and the alleged shooting down of flight MH17 this month over eastern Ukraine, with the death of 298 passengers.
Its shares have dropped 29 per cent since the start of 2014.
The Malaysian government, the airline’s majority stakeholder, has kicked off a strategic review that will restructure the airline’s routes and expand outsourcing to increase profitability.
The review is expected to consider allowing more private investors to hold shares in the company.
In July, the airline launched its first major brand campaign in recent years in South East Asia, UK, Europe and China. The work was produced by Ogilvy & Mather, Kuala Lumpur, which was appointed in 2012 as the airline’s lead creative agency.
The airline has been using its long-standing PR agency Perowne Charles Communications, headed by former Virgin Atlantic comms director Paul Charles, for crisis PR support.
Prior to the MH17 crash, the carrier is believed to have sent out a tender to several agencies in Asia asking for PR support in response to a likely restructuring, according to the Holmes Report.
First published on Campaignlive.co.uk