AirAsia brand co. names new creative director

AirAsia brand co. (Abc.) has appointed Regan Mathews as its new creative director. 

As creative director, Mathews will oversee all aspects of the AirAsia brand's creative strategy. He will also deliver brand experiences beyond AirAsia's airline and travel platform. 

In addition, Mathews' focus will be on creating innovative solutions that align with the company's vision of being an Asean creative incubator.

Don't miss: Going beyond the product: AirAsia's Rudy Khaw on the airline's multiple brand IG accounts

In his role, Mathews will also amplify AirAsia's core pillars of 'People, places and passion'. He is expected to lead the brand to new heights by leveraging innovative branding solutions that align Abc.'s visions with Asean's rich cultural diversity and communities. 

He will also be responsible for ensuring the AirAsia brand continues to strengthen emotional ties with its consumers.

“I’m honoured to join Abc. at such a transformative time, as the world looks to the Asean region for long-term creative leadership. Branding is more than just visuals - it's about building deep, meaningful connections through storytelling, fostering lasting communities, and creating networks that elevate brands for the future," said Mathews.

"I’m looking forward to working with our talented team and partners to craft innovative narratives that not only resonate with our consumers but also build lasting, impactful relationships in the industries that are shaping Asean’s future," he added.

Outside of Abc., Mathews is a creative director at Australian creative agency Pretty Soon and a recording artist at Future Classic.

The appointment comes as Abc. aims to become a leader in brand and creative development in the ASEAN region, leveraging its presence across aviation, aviation services, logistics and digital industries including fintech, travel and hospitality. 

"With a deep connection to our Asean roots, Mathews who is also of Filipino heritage, brings a powerful combination of creative vision and a passion for community-building. In line with our pillars of people, places, and passion, our goal is to tap onto Mathews' leadership to build lasting brand loyalty and foster meaningful connections across a diverse, well-rounded media ecosystem. This marks the beginning of a new era where we champion creativity and culture across Asean, turning communities into lifelong brand advocates," said Rudy Khaw, CEO of Abc. 

“Mathews brings a rare combination of artistry and a passion for communities, which will connect the AirAsia brand to the region in new and innovative ways. He will play a pivotal role in helping the AirAsia brand to differentiate themselves in highly competitive markets. This appointment marks the beginning of an exciting new chapter for AirAsia as we position ourselves to lead the creative revolution across Asean," added Khaw. 

Most recently, AirAsia created a new @AirAsia Instagram page which centres on its people and the region instead of the brand's products.

Not to be confused with the existing @FlyAirAsia Instagram account, the new page, created just a few weeks ago, debuted with a content series titled "People, places, passion" where the account featured creators who will show audiences a new side of Asean to explore.

In a conversation with MARKETING-INTERACTIVE, AirAsia brand co. (Abc) CEO Rudy Khaw said that AirAsia is "more than just an airline", adding that the account is for the AirAsia brand - what it champions, what it stands for, as well as exciting ventures and collaborations that may not necessarily tie to a specific AirAsia product many are familiar with such as its airline or platform AirAsia MOVE.

"It is really a page where the brand highlights people, places and passion of Asean alongside exciting initiatives that showcase our brand development into lifestyle as well as our 'Dare to dream' spirit", explained Khaw.

The decision to launch a new Instagram page comes as the brand saw a need to ensure that the brand could continue to engage its audiences beyond dollars and cents.

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