Initiative Malaysia MD Kristine Ong joins Astro

Initiative Malaysia MD Kristine Ong (pictured) is joining Astro as VP of Astro Media Solutions, after more than four years with the agency. A+M has reached out to Ong, IPG Mediabrands and Astro for a comment.

Among the list of accounts that Ong oversaw during her time at Initiative include OLDTOWN White Coffee, Maybank, Google, and Maxis. Before Initiative, she was with Mindshare for more than nine years, last helming the role of senior partner. Ong first joined Mindshare in 2006, according to her LinkedIn. She also worked at Starcom Worldwide for close to eight years, holding positions such as GM, international media director - Malaysia Airlines, and regional media director, APAC - Kelloggs. Ong has also worked at Leo Burnett and Ogilvy.

In a previous interview with A+M, Ong said the toughest thing about being a female boss is the challenge of constantly reinventing herself. "Our business has undergone so many changes so the speed at which we pivot ourselves and the business has to accelerate. Male or female, the scene is getting more competitive and we need to have a clear vision of where we’re going," she said.

Despite the challenge, Ong said she never compromises on the values and principles that saw her through her advertising career. "The advertising business demands a lot from its people but never compromise, no matter how tough it gets. Stay true to your values and principles and be genuine," Ong added. She also said that one has to believe in what she or he does as that is the very conviction that will drive one forward.