Red Bull appoints Universal McCann as media agency of record
By Abimbola Mohammed
As part of its strategic initiative to enhance market penetration in Malaysia, TCP Red Bull has appointed Universal McCann (UM) as its media agency of record.
The appointment is effective from March 2025 through February 2027.
UM will be responsible for managing the full spectrum of Red Bull’s media operations, including strategy, planning, media buying, research, and data analytics.
The agency was appointed following a competitive pitch process. Adelene Tay, Head of Marketing at TCP Red Bull Malaysia, noted that Red Bull is synonymous with pushing boundaries, embracing bold ideas, and constantly seeking new frontiers.
“In UM, we’ve found a media partner that not only matches our ambition but also brings a game-changing blend of strategic thinking, sharp insights, and innovative solutions to the table to help us continue to captivate and energise our consumers.
Together, we’re looking to propel the TCP Red Bull Malaysia brand to even greater heights,” Tay said.
In the same vein, Sue-Anne Lim, Chief Executive Officer of Universal McCann Malaysia, noted that the partnership marks an electrifying new chapter for TCP Red Bull media strategy in Malaysia.
“TCP Red Bull Malaysia isn’t just a brand; it’s an icon that embodies the relentless pursuit of innovation, peak performance, and boundless creativity.”
“We are beyond excited to fuel TCP Red Bull Malaysia’s journey with our transformational ‘Full Colour Media’ capabilities, which embraces the differences, uniqueness, and nuance of brands.
This partnership marks an electrifying new chapter for TCP Red Bull media strategy in Malaysia, as we aim to amplify its vibrant and adventurous spirit, making an indelible mark on the cultural landscape.”
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