dentsu MY names new CEO as Kien Eng Tan retires

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dentsu Malaysia has named Audrey Chong as its new CEO (pictured right) effective 1 October 2023 as Kien Eng Tan (pictured left) retires after having served as CEO since February 2021.

In her new role, Chong will be responsible for growing and continuing dentsu Malaysia’s business transformation journey whilst driving integration across practices. She will report to Sanjay Bhasin, CEO, dentsu Southeast Asia and will be part of the SEA leadership team.

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“I strongly believe in the dentsu strategy and the direction they are moving in, with new products, integrated servicing, and innovation to meet the market’s needs,” said Chong.

“They have strong momentum off the back of some significant market wins, and I believe dentsu is poised to break away from the pack and build new growth and industry opportunities,” she added.

Prior to her new role, Chong was previously the CEO of Universal McCann Malaysia, a role she held for nearly three years now after joining in early 2021.

Chong was also promoted to the role of CEO of UM after being the chief investment officer at IPG Mediabrands for just over three years, from 2018 to 2021, as stated on her LinkedIn page.

“I really wanted a hands-on practitioner who understood the market challenges and nuances; someone who could build upon the wins and momentum Tan and his team have created which have mostly been large local giants requiring deep understanding of the dynamic Malaysian market,” said Bhasin.

Bhasin also explained that Chong’s competitive skillset, experience driving creativity through media and warm personality will prove to make her a great addition to the team.

Following Chong's recent departure at IPG Mediabrands, the interim management of UM will now fall in the hands of CEO of Mediabrands, Bala Pomaleh and managing director of UM, Rina Low. They will lead the team and ensure seamless operations for the agency.

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