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AIA Malaysia consolidates creative duties with dentsu Details 24 February 2021 AIA Malaysia has consolidated its creative duties with dentsu Malaysia, with immediate effect. Dentsu s Merdeka LHS is currently already managing AIA PUBLIC Takaful, the company s takaful arm, and the consolidation will see dentsu manage AIA s conventional life entity. The duties will be led by dentsu One. According to AIA s spokesperson, the pitch was held in the fourth quarter of last year and saw dentsu, Leo Burnett, and Reprise Digital vying for the account.  The appointment seeks to maximise AIA s branding investments to drive sustainable business growth. Dentsu said it will run the account based on its philosophy of teaming without limits where it brings the best of dentsu to deliver maximum results, regardless of agency. According to dentsu, this will allow for an integrated model that will help evolve AIA s brands to be future-fit in this virtual ec

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