CelcomDigi appoints Kok Leong Choong in newly created role

CelcomDigi has appointed Kok Leong Choong as head of creativeX within the brand and marketing department.

CreativeX is a new unit within CelcomDigi’s brand and marketing department established to position the company for future growth and innovation, as part of its ambition to be a leading telco tech company. The unit will explore different tech-led with new AI operating models to position the brand for future, CelcomDigi told A+M. 

In his new role, Choong will report to CelcomDigi's head of brand and marketing services. Together with the creative teams, strategists and technologists, Choong is tasked to re-model the creative operating model process. 

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Prior to becoming head of creativex, Choong was head of brand, prepaid, postpaid and youth segment for two years. His previous roles include head of brand and marketing, consumer mobile and head of brand and marketing, enterprise and home at Celcom Axiata.

He was also regional marketing manager at CIMA, an accounting firm based in London, where he developed the company's overall strategy and communication plan and managed marketing and communication strategies for the APAC region. 

Before moving in-house, Kok held several positions in agencies such as Naga DDB Malaysia, TBWA\Malaysia, Publicis Malaysia and Ogilvy & Mather. 

In tandem, CelcomDigi transitioned Jan Lee Joe Jian to unit head, marketing and communications, prepaid and youth. She first joined CelcomDigi in August 2024 where she first held the role of senior brand specialist for six months. 

Choong's appointment follow the telco's new campaign to ring in the new year. Titled "Bejalai: Journey of Inspiration", the campaign sees the release of a film to inspire Malaysians to reconnect with their roots. 

The film drew inspiration from the traditional Iban custom of bejalai and explores the timeless rite of passes where Iban men set out on journeys to seek wisdom, wealth, or fame, before returning to their communities to inspire others. In it, the film features Malaysia’s Olympic medalist, Watson Nyambek, known as The Flying Dayak, who shares his own remarkable journey of bejalai, one that led him to win multiple Olympic medals.

"As we continue to connect over 20 million customers, we strive to inspire Malaysians to pursue their individual paths to greater heights by equipping the local communities especially youth with essential digital skills and safe Internet habits to thrive in a fast-evolving digital economy," CelcomDigi said in a statement. 

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