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UMW Holdings Rebranding Campaign Exclusively on CNBC

Singapore, 25 February 2008 – CNBC, First in Business Worldwide, announced a deal to exclusively run the Beyond Boundaries campaign, a rebranding initiative for UMW Holding Bhd. (‘UMW’)

UMW is an international conglomerate that develops industries, manages partnerships and facilitates growth in the automotive, equipment, manufacturing and engineering, and oil and gas industries. The Beyond Boundaries rebranding strategy positions UMW for greater global expansion.

Beyond Boundaries plays a leading role in shaping the future of UMW industries globally. The core of their strategic direction is to inspire vibrant ideas, nurture potential, pioneering partnerships and deliver excellence in everything they do, which will contribute to the progress and well being of their stake holders.

Starting today, this integrated marketing campaign includes a program sponsorship, an online element (using both website and podcast portals) and an on air element.

UMW is sponsoring 12 weeks of "Managing Asia," a popular half hour business program, hosted by CNBC anchor Christine Tan, which looks inside the minds of top business leaders in the region. This campaign will be complemented with a sponsorship of Managing Asia’s Podcast and News Minute Video Podcast, which can be accessed via asiatv.cnbc.com. The campaign will also run a 13 week on air element.

Dr. Abdul Halim Harun, Group Managing Director & CEO of UMW said, “This rebranding exercise reflects our global growth, not only in fiscal terms but also in terms of our businesses. This exclusive sponsorship with CNBC is a key aspect in our integrated marketing campaign, to reinforce our new image and corporate positioning to their elite audiences, our stakeholders, across the region.

Toby Hayward, Senior Vice President, Advertising Sales, CNBC Asia Pacific said, “UMW’s campaign is a great example of the multi-platform integrated marketing packages that CNBC is able to tailor make for our clients. CNBC is a prime platform to showcase UMW’s new brand and corporate identity to our core audience members of senior and influential corporate and opinion leaders, to maximize the effectiveness of their campaign.”


About CNBC Asia Pacific
CNBC Asia Pacific is uniquely positioned to speak to viewers from across the region. Headquartered in Singapore, the network provides eight hours of live Asia-produced programming, which is complemented with coverage of live market action from Europe and the US. CNBC Asia Pacific's channels, which include CNBC Asia, CNBC-TV18 (India), CNBC Pakistan, Nikkei-CNBC (Japan) are available in more than 21 countries across the Asia Pacific region. CNBC also has a strategic alliance with China Business Network, a wholly owned subsidiary of the Shanghai Media Group, and a partnership with Digital Chosun, an entity of Chosun Daily Group of Companies, the premier multiplatform media conglomerate in Korea. The channels are distributed via satellite, cable and terrestrial broadcast networks, as well as broadband, on www.cnbc.com. CNBC content is also distributed on mobile platforms through selective markets.

For more information, please visit us at www.asia.cnbc.com.

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