dentsu Malaysia introduces Audrey Chong as its CEO, effective from 1 October 2023. This leadership transition occurs as Kien Eng Tan steps down, retiring from his CEO position he’s held since February 2021.
Chong’s vision for dentsu Malaysia encompasses growth and ongoing business transformation. She aims to drive integration across all practices, highlighting her commitment to bringing renewed dynamism to the firm. Reporting to Sanjay Bhasin, the CEO of dentsu Southeast Asia, Chong will now be a key player in the Southeast Asia leadership ensemble.
Expressing her confidence in dentsu’s strategies, Chong remarked, “I see a strong future in dentsu’s current trajectory. They’re innovating, introducing new products, and offering integrated services that the market demands.” She acknowledged dentsu’s recent market triumphs, asserting, “Dentsu is on the cusp of distinguishing itself from competitors, paving the way for novel growth and industry opportunities.”
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Chong’s journey to this role is rich with experience. Before embracing this new opportunity, she led as the CEO of Universal McCann Malaysia. This was a position she embraced for close to three years, starting in early 2021. Moreover, Chong climbed to the CEO spot at UM after a successful stint as the Chief Investment Officer at IPG Mediabrands, which spanned from 2018 to 2021, as showcased on her LinkedIn.
Discussing the selection of Chong for the pivotal CEO role, Bhasin conveyed, “Our goal was to onboard a leader familiar with market intricacies and challenges. We wanted someone who could capitalize on the foundations laid by Tan and his team.” He emphasized the importance of understanding the unique dynamics of the Malaysian market, especially when dealing with significant local entities.
Bhasin also highlighted the distinct attributes Chong brings to the table. “Audrey’s blend of competitive skills, her knack for infusing creativity through media, coupled with her affable persona, assures us she’s the right fit for the dentsu family,” he added.
In the wake of Chong’s move from IPG Mediabrands, the reins of interim management at UM will pass to Bala Pomaleh, the CEO of Mediabrands, and Rina Low, the Managing Director of UM. They are set to guide the team, ensuring the agency’s operations run smoothly and without disruption.
Audrey Chong’s appointment as the CEO of dentsu Malaysia heralds a promising phase for the company. With her vast experience and an innovative vision, the firm is poised to carve out a distinctive niche in the industry, building on its existing successes and forging new paths.
Based on news from Marketing Interactive.
