Malaysia Aviation Group (“MAG”) has appointed Carat Malaysia, part of dentsu, as its Media Agency of Record (AOR), serving as the central global hub to deepen engagement with travellers across 26 international markets.
The partnership will bring together media and SEO capabilities under a unified strategy designed to enhance relevance, agility and effectiveness across diverse markets. Operating from Malaysia, Carat will work closely with local market teams and specialist partners to deliver globally aligned strategies tailored to regional nuances and audience behaviours.
The appointment reflects MAG’s continued focus on strengthening its global presence as a leading aviation organisation and in delivering more seamless, data-informed experiences that build stronger connections with and inspire travellers at every stage of their journey.
Bala Pomaleh, CEO, Media, dentsu Malaysia, commented, “MAG occupies a unique position as one of Malaysia’s most recognised brands internationally, representing the country on some of the world’s most important routes and touchpoints. We are incredibly proud to be handed this mandate, bringing together the strength of our global capabilities and Asian heritage with deep local truths, to craft strategies that resonate across markets while staying grounded in the spirit that makes Malaysia unique. Together with MAG, we look forward to creating more meaningful connections with travellers around the world and showcasing the very best of what Malaysia has to offer.”
At its heart, the partnership brings together a shared ambition to connect Malaysia more meaningfully with the world. As MAG continues to build on its strong international presence, Carat’s integrated capabilities, global network and deep understanding of audiences across markets will help transform that ambition into experiences that resonate with travellers worldwide while celebrating the spirit of Malaysia.
