Broadcaster Astro hires Dentsu Aegis Network agency for World Cup campaign

Dentsu Aegis Network handed 2018 FIFA World Cup Russia creative duties

Malaysian broadcaster Astro has hired Merdeka LHS to create a creative campaign for its coverage of this summer's football World Cup.

The Dentsu Aegis Network agency was appointed after a competitive pitch and its work will encompass creative concept, strategy and communications spanning digital, social media, mobile, TV, radio, out-of-home, on-ground activation and point-of- sale in the southeast Asian country.

Yasmin Mokhtar, managing partner, Merdeka LHS said: “The biggest and most anticipated sporting event in the world this year is happening real soon. You love the game, you love the World Cup, Astro loves bringing it to you.

“Understanding this passion, we presented a holistic branding campaign built on data-rich creativity, offering insights on the different audience segments, behavioural analysis of each segment, and customised engagement strategies that will bring real value to Astro’s business.”

Satellite broadcaster Astro will air all 64 matches live this summer, available to customers anywhere by way of the Astro Go app.

Russia's hosting of this year's World Cup has proven particularly challenging for marketers in the West, grappling with rising political tensions.

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