Malaysia Airlines sets UK review in motion

Malaysia Airlines is on the hunt for an advertising agency to handle its £1m UK advertising account.

The review, which will find a replacement for the incumbent, DDA, will be overseen by the airline’s marketing manager, Martin Braisby. The media account, held by Acumen Partnership, is also under review.

The appointed agency will handle advertising in the UK, France, Germany and the Netherlands. Malaysia Airlines flies out of Heathrow and Manchester and is south-east Asia’s largest airline, with a strong market among UK flyers to Australia. The airline is based in Kuala Lumpur. Its global media business is handled by Starcom Group, and its global advertising by Leo Burnett.

The national airline introduced a fuel surcharge on international tickets this month following a lead set by British Airways and other national carriers. It is about to embark on a cabin upgrade throughout its fleet as it battles for passengers with rivals such as Singapore Airlines, Emirates and Quantas.

The airline reported a jump in net profits of 37 per cent for the year to March to $121.35m (£67.2m), although revenue dropped slightly from $1.26bn (£697m) to $1.25bn (£692m). Like other Far East carriers, Malaysia Airlines was hit by the Sars scare of last year.

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