Advertising fraternity: IPG Mediabrands agency leaders. (from left) UM Group MD Amit Sutha, Reprise/BPN Group MD Darren Yuen, IPG Mediabrands CEO Bala Pomaleh and Initiative Group MD Kristine Ong.
PETALING JAYA: IPG Mediabrands agencies – Initiative, BPN and Universal McCann (UM) – command the highest advertising expenditure (adex) share in Malaysia, according to independent media research company RECMA.
RECMA in its latest projected portfolios report noted that with significant wins, including AirAsia Group Bhd, Astro Malaysia Holdings Bhd
, and no key departure in 2018, Initiative and BPN have the number one portfolio amongst the 18 media agencies in Malaysia. The two agencies, it added, have a combined 13% industry share and a projected portfolio growth of 72% since 2017.
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