APL will undertake centrally all media functions at the implementation stage for all Unilever advertising agencies in Malaysia, including APL, J. Walter Thompson Co., Ogilvy & Mather and McCann-Erickson.
"This goes beyond traditional central media buying and obtaining discounts for the advertiser. This is not just about effective buying. It's about translating the strategic requirements of each brand into an actionable media schedule," says Khairudin Rahim, managing director of APL Malaysia.
He attributes APL's appointment to "being able to demonstrate a clear understanding of the Malaysian media environment and offer a significantly better delivery of our product."
Chim How Lai, chairman of Unilever (Malaysia) Holdings Sdn Bhd, adds that "with the proliferation of television and radio channels, the growth of publication titles and other media forms like use of the Internet, planning and buying space and air time to reach one's target audience becomes a highly-complex business. APL was selected because they demonstrated their ability to add value to this process."
Copyright May 1998, Crain Communications Inc.