Published on: July 17, 2026
Malaysia Aviation Group (MAG) has named Carat Malaysia, part of dentsu, as its global media agency of record, entrusting the agency with leading media responsibilities across 26 international markets from a central hub in Malaysia.
Under the partnership, Carat Malaysia will integrate media planning and search engine optimisation (SEO) into a unified global strategy aimed at improving audience engagement, campaign effectiveness and market relevance. The agency will collaborate with regional teams and specialist partners to develop globally consistent campaigns while adapting execution to local market dynamics and consumer behaviour.
The appointment aligns with MAG’s strategy to further strengthen its international presence and deliver more personalised, data-driven experiences that connect with travellers throughout their journey.
Commenting on the partnership, Bala Pomaleh, CEO, Media, dentsu Malaysia, said, “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.“
The collaboration reflects a shared vision to strengthen Malaysia’s presence on the global stage through more meaningful traveller engagement. Leveraging Carat’s international network, integrated media capabilities and audience expertise, the partnership aims to deliver campaigns that resonate with global travellers while highlighting Malaysia’s distinctive identity.
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