Ketchum ICON is advising Malaysia Airlines through the disappearance of flight 370 and the international obsession with the airliners disappearance.

The ICON operation leads a global team for Ketchum operating behind the scenes for the embattled airline. Omnicom-owned Ketchum acquired Singapore-based ICON International Communications, its affiliate, in November.

The Malaysia Airlines jet disappeared during the night of March 8 with 239 passengers and has been the focus of an international search mostly focused on the Indian Ocean.

The Malaysian government and internal PR pros for the airline have served as spokespeople for the airline, facing criticism from victims' families, media, PR pros and the public for their management of the crisis.