ISC Won't Budge From Decision To Withdraw Bid With Tourism Malaysia

dvertising agency Integrated Strategic Communications, which was behind the successful "Malaysia Truly Asia" campaign, is questioning what it considers a vital part in the ongoing bidding process.

ISC CEO and founder Austen Zecha said the agency had withdrawn from the bidding, but had been asked by ministry officials to return to vie for the latest three-year campaign, worth almost $400 million in advertising and promotions.

Zecha said that ISC, which had been running the campaign for 12 years, would only re-submit its bid if the process was unambiguous.He said the process now excluded presentation, which he found puzzling.

"Presentation had always been the most important thing in the selection for the previous years and had never been excluded from the process," Zecha said. "This is when the best proposal is chosen."

Source = bernama