Axiata's Boost builds up in-house creative team with hire of Taufik Hidayat

Axiata Digital's fintech arm, Boost, has appointed former HABIB Group's creative head, Taufik Hidayat as its head of creative. In this newly created role, Taufik (pictured) told A+M that he is responsible for developing brand thematic campaigns that focus on IP building, along with designing and executing marketing communication materials that engage and entertain Boost's growing target audience to win hearts and minds.

Aside from leading the in-house creative team, Taufik will also be working with the branding and social media tea to develop brand IP and social content.  

As head of creative, Taufik said his vision for the company is to support the brand on the path of becoming a full spectrum and financial services app. This support will come in the form of creative designs and campaign ideas that focus on simplifying Boost's variety of services to amplify brand love. "Ultimately, we want to make Boost more engaging and entertaining to our consumers through strategic creative execution," he added. 

With more than a decade's worth of experience under his belt, Taufik is an experience senior art director with a history of working in the entertainment, advertising, and digital industry. Before Boost, Taufik helmed the creative group head role at HABIB Group for four months. HABIB Group is an entrepreneur-led organisation that specialises in luxury retail, finance and property. According to his LinkedIn, he was also Lazada's senior manager for creative head for more than two years. Aside from creative roles, Taufik has also helmed art director roles in service provider, GrowthOps for five months, and subscription video service, iflix for four years. 

He will be reporting to Boost's chief marketing officer, Diana Boo. Boo first joined Boost in July last year in a newly created role as executive director of marketing, reporting to CEO Sheyantha Abeykoon. She joined from Lazada Malaysia where she was CMO for two years and told A+M previously that there was "an interesting job offer which [she] wanted to try out". According to Boo at that time, the Malaysian and regional fintech space has been growing at a lightning pace over the past few years. Hence, it was an exciting industry to be in at the moment and there is so much the company can do to innovate and disrupt the status quo through an AI- and technology-backed finance ecosystem.

Boost, also previously known as Boost Holdings underwent a rebranding in August last year, after Axiata Digital's decision to unify all fintech services that span payment services, alternative lending, digital insurance, content services and merchant solutions under one roof. According to the brand, this extended the comprehensive reach for both consumers and businesses in the region. It was also another step forward for Axiata Digital in establishing itself as a Malaysian-based regional financial services powerhouse.

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