CelcomDigi concludes creative pitch

Malaysian communications and media service provider CelcomDigi has handed over its creative remit to M&C Saatchi Malaysia, GrowthOps Asia and Grey Malaysia.

CelcomDigi confirmed the appointments with A+M, and said these agencies will support CelcomDigi’s three critical business areas moving forward.

"They were selected for their strong strategic capabilities, creativity, and operational agility, supported by their future-ready approach to technology and tools that drive impact in today’s fast-moving, multi-stakeholder environment. We look forward to working closely with all three agencies to realise our vision of becoming a customer-driven, strategy-led, best-in-class solutions provider," a CelcomDigi spokesperson said.

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"This collaboration comes at an exciting time, as ongoing transformations in digitalisation and emerging technologies continue to influence our operating model. These changes are also driving the need to build new competencies in areas such as AI and advanced technologies—through our people, processes, and organisational structure," they added.

"We also take this opportunity to thank our incumbent agencies for their invaluable support and partnership over the past years,” said CelcomDigi.

Prior to Celcom and Digi's merger, Naga DDB Tribal was the incumbent for Digi, and has held the account since 1996. M&C Saatchi, who has been re-appointed this time around, was the incumbent for Celcom. The two agencies came together when the two telecommunications companies merged to form CelcomDigi.

The agencies were the powerhouses behind the companies' creative output, with some of its most memorable brand films released during festive seasons.

Most recently, Naga DDB Tribal collaborated with CelcomDigi for its Hari Raya brand campaign featuring a film titled “Syukur” (‘Gratitude’).

Meanwhile, earlier in the year, the agency worked alongside M&C Saatchi for the release of the brand's Chinese New Year campaign, "Threads of Legacy".

Earlier this March, CelcomDigi named Yin May Lau as its chief customer experience officer.

In conversation with A+M, CelcomDigi said "Lau’s appointment and the establishment of the new customer experience division (CXD) at CelcomDigi is a big step forward in the organisation’s ambition to transform into a truly customer-centric organisation that focuses on building trust and customer excellence."

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