Sime Darby Malaysia switches AOR from Mindshare

IPG Mediabrands Malaysia will be responsible for integrated media planning and buying duties for a large portfolio of the company’s brands including Ford, Porsche, Jaguar, Landrover and Hyundai; its property developments across Malaysia, Singapore, Vietnam and Australia; and sustainable products in industrial biotechnology.

The account was estimated to be worth US$13 million in 2009. No updated estimate was available. 

IPG said the business was won from incumbent Mindshare, which held the account from 2009. A spokesperson for Mindshare, however, told Campaign Asia-Pacific that the “account has not fully moved" and that agency would still retain part of the business.

Sime Darby is believed to have opened the pitch to five agencies including Mindshare, Zenith Optimedia, Starcom and Carat. ZenithOptimedia said that it did not participate in the pitch. 

“Sime Darby wanted a dynamic product that brought together the power of new-age connections, content and commerce in one integrated thinking, and have the genuine credibility to deliver it," said Kagee Chew, senior VP of IPG Mediabrands Malaysia. "We are very excited to be their agency of the future.”