Malaysia Airlines has appointed GroupM’s Mindshare and m/SIX to handle its global media arrangements.

The airline, recovering from a torrid spell in 2014 during which it lost two aircraft, has decided to consolidate its global channel planning, media buying and optimisation, and search marketing.

The business was previously split across IPG Mediabrands, Publicis Media’s Starcom and Zenith, and Havas Media Group, but will be consolidated into Mindshare and m/SIX. The brand’s entire global digital buying will be handled by the Malaysia office.

Grace Chan, head of group branding and communication, Malaysia Airlines said: “We are excited and looking forward to working with GroupM, who has clearly demonstrated adaptive strategic thinking using their proprietary framework and capabilities. We will be working with the best of the resources from the group as Team MH.”

Girish Menon, CEO of GroupM Malaysia, added: “Malaysia Airlines is the most prestigious global Malaysian brand. We are excited to be their business partner.

“This appointment is a testament of the teams’ understanding of the dynamic consumer journey, and applying the insights through effective use of real time data and technology. With our proprietary planning framework of Adaptive Marketing, the team helped in sharing breakthrough ideas to the client.”

Last year, Malaysia Airlines recruited ex-Procter & Gamble, Kellogg’s and easyJet marketer Paul Simmons as chief commercial officer, with global marketing boss Dean Dacko is to leave the company after a three-year spell.