MyCEB selects Saatchis to increase awareness

The agency is also tasked with developing convention and incentive videos to increase awareness of the country in the international business events industry.

The appointment came after a pitch called in March, which involved seven other agencies, namely G2, Film Point, Epic Works, Dentsu, Lowe, Ahem Ideas, Milk & Co and Pegasus.

The contract was awarded in April.

It is understood that Milk & Co is the incumbent agency for MyCEB, but the recent appointment is an incremental one as the brief falls outside of its remit.

Ho Yoke Ping, general manager of sales and marketing of MyCEB, said Saatchi & Saatchi presented the bureau with a fresh and contemporary approach that promotes Malaysia’s strengths—including its unique diversity, value-for-money proposition and strategic location in the heart of Asia—that make it a preferred destination for meetings, incentives, conventions and exhibitions.

Adrian Sng, GM of Saatchi & Saatchi Malaysia, meanwhile, noted that the approach represents an executional departure for Tourism Malaysia that makes the agency stand out from its competitors.

“The challenge is to find a new way into the brief that was going to make us stand out and be remembered,” he said. “The category and its work is quite pedestrian and well-trodden territory; our creative solution represented a significant departure for the client and the category.”