M&C Saatchi to launch first work for MRCB by November

Lara Hussein, managing director at M&C Saatchi, told Campaign that the win involved an integrated communication strategy for the mixed development, which positions it as a central business district and a 'city within a city'.

“We want to create awareness of KL Sentral and we will brand it as a hub for multinational companies. You can get everything here, like cafés, offices and residential space. People can come and enjoy the integrated lifestyle here,” she said.

She noted that the duty would involve both above the line and below the line media. This win followed a four-way pitch, which kick-started in late-April. Work on the account has already commenced.

KL Sentral is a mixed development by Malaysian Resources Corporation Berhad (MRCB). It is a transit-oriented development that houses the main railway station of Kuala Lumpur.