Leading the charge: The Clan’s Sandra Heung on challenging invisible expectations

The advertising industry is a rapidly shifting realm where emerging trends, technologies, and creative ideas come together to reshape how brands communicate with their audiences. As the landscape evolves, it’s crucial for those driving it to stay ahead of the curve— embracing change, exploring new possibilities, and challenging the status quo. 

While female leaders are steadily rising to the top, there's still much work to be done to accelerate gender equality and ensure that every voice has an opportunity to be heard. This International Women's Day, A+M celebrates the voices of women who are making waves in Malaysia's creative and advertising landscape, breaking barriers and paving the way for the future generation of leaders.

Hear from Sandra Heung, general manager of The Clan, on what she has to say: 

Don't miss: Leading the charge: Grey’s Irene Wong on her aspirations and balancing motherhood

A+M: How do you define leadership, and how do you believe women bring a unique perspective to leadership roles? 

Heung: Leadership is not about authority; it's about responsibility. A true leader creates an environment where people feel safe, valued, and inspired to contribute their best. Leadership is about service, and about lifting others so they can thrive. 

Women bring a unique perspective to leadership because they lead with empathy, intuition, and resilience. We naturally prioritise connection, understanding, and inclusivity. In advertising, success hinges on truly knowing people. This includes knowing what moves them, inspires them, and what they fear. This is an incredible strength.

When you lead with empathy, you don’t just create better teams. You create better work that resonates with the world.

A+M: What were some of the most significant challenges you've faced as a woman in the industry, and how did you overcome them? 

Heung: One of the biggest challenges is the invisible expectations we have to face. The industry often demands women to be strong, but not "too strong". Assertive, but not "difficult". Ambitious, but also nurturing. It’s an exhausting tightrope. I overcame this by refusing to shrink myself to fit into someone else’s expectations. Clarity of purpose is everything. When you know why you do what you do, you stop chasing validation and start leading with conviction. I surrounded myself with people who believed in my vision, and I am constantly working on building and growing a culture where everyone, regardless of gender, feels empowered to challenge the norm.

A+M: What is one bold step you are hoping to take, to 'accelerate action' in the industry? 

Heung: The boldest step we can take is to rewrite the playbook on leadership in advertising. We don’t need more “leaders at the top” dictating direction. We need leaders at every level who feel empowered to challenge the status quo. I want to foster a culture where mentorship is not a privilege, but a responsibility. Where we actively lift others as we climb to ensure that the next generation, especially women, don’t have to fight the same battles we did.

The real way to 'accelerate action' isn’t just through big, industry-shaking moves. It’s through small, daily acts of courage that collectively change the system.

A+M: What advice would you give to women starting their careers in the industry who want to make a meaningful impact and stand out? 

Heung: Your value is not in how well you fit in— it’s in how boldly you stand out. This industry thrives on ideas, and the best ones come from those who dare to see the world differently. Find your "why". If you know what drives you, you'll never be lost. Be relentlessly curious. Don’t just follow trends, question them. Understand why people think, feel, and behave the way they do. Own your space and speak up, because you deserve to be heard. Lift as you rise, because success isn’t about being the only woman in the room, it’s about making room for more and most importantly, never wait for permission to lead. If you see something that needs changing, step up to change it. That’s leadership. 

Join us this coming 21 May for #Content360, an extravaganza centered around three core thematic pillars: Challenging the norm; Conquering Media Fragmentation; and Unlocking Imagination. Immerse yourself in learning to curate content with creativity, critical thinking, and confidence with us at Content360!   

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International Women’s Day: What 'accelerate action' means to MY marketing leaders