Meet the CEOs: UM's Audrey Chong

Audrey Chong's first entry into the workplace at the age of 18 was not in an advertising agency, but in a plane as a flight attendant with Singapore Airlines. Job-hopping across various industries, Chong (pictured), who is now Universal McCann Malaysia's CEO, was exposed to connecting with people from diverse backgrounds from a young age. 

Her first brush in advertising was at a small local agency in Malaysia as a copywriter. Having many friends who were in the creative industry, Chong found herself loving the buzz and excitement of it all. Fast forward years later, having joined UM as the CEO, Chong made it a practice to always seek diverse opinions to achieve a balanced perspective on things.

What career would Chong have pursued if she wasn't in advertising? What's her management style like? Let's find out!

A+M: What was your first job?

Chong: My first job right out of school saw me move at a tender age of 18 to Singapore, as a flight attendant with Singapore Airlines. This gave me a great opportunity to travel the world and meet people across all walks of life. Three years of a jet-setting life was fantastic before I went to university.

But before that, I’ve had a host of other part-time jobs. Receptionist at a shopping mall, and lots of sales jobs selling a host of things ranging from perfumes to flowers, and even German knives.

The common thread in all these jobs is the human element. I’ve met such a diverse crowd of people, both within Malaysia and across continents. Each experience has given me better insights to connect with people in different ways.

A+M: What was your first role in advertising?

Chong: I had a short stint as a copywriter at a small local agency doing lots of BTL and operating out of Klang. It couldn’t quite pay the bills, so I moved on to a marketing role as product manager for Pureen’s nursing accessories. Imagine moving female-centric products to local businessmen back in the 90s. Needless to say, it was no walk in the park!

A+M: What was your first impression of advertising?

Chong: I had a pretty good knowledge of the industry, having many friends who were mainly creative folk. I loved the buzz and excitement of it all. Everything moved at such a fast pace, and it really allows you to be exposed to various industries and thoughts.

A+M: Who was the mentor who influenced you the most and how?

Chong: I’ve had many great mentors over the years. If I had to narrow it down, for me it was Sharmini Nagulan. She was one of the most dynamic leaders of the industry, and I was so inspired by her composure and thinking. Articulate, and quick on her feet as she rattled off facts and figures; I was in awe seeing her in action.

Maths was never my forte, but I also have this inner determination to go all out to overcome things that are hard to achieve. I knew that she was a solid example of the kind of leader I wanted to grow into, and she truly helped shape me into the person I am today.

A+M: What's the harshest criticism you've received and how did you cope with it?

Chong: Wow, this is a hard one. You can’t be in this industry without having faced a barrage of criticism over the years. I usually take these as an opportunity to reflect on myself and look upon it from a logical and impartial standpoint.

One that really got to me though was when an ex-boss whom I respected told me I was too emotional and that I let emotions affect my actions. That’s something I’ve never forgotten over the years, and since then, I would always check myself to see if my thoughts and actions were based on an emotional reaction. It’s still a work in progress. But again conversely, you can’t be totally devoid of emotions, as losing that means you have no passion or drive. It’s all about keeping composure above all else.

A+M: Describe your own management style now as a leader.

Chong: I have a very open management-style which surprises some. To me, seeking diverse opinions from the most senior to the most junior person in the room ensures I look at things from a balanced perspective. I live by certain guiding principles, and that means doing the right thing even if it might be uncomfortable or a less popular decision. Things aren’t always so clear cut, so you do need to live and deal with grey areas.

Saying that, openness might not be so easy for everyone to handle. Some might take advantage, and others might doubt the sincerity.

What’s important as a leader is to not just pay lip service, but really walk the talk in everything you do.

A+M: What's one thing you wished employees understood about being a leader?

Chong: That we have difficult decisions to make, and things need to be weighed from a wide perspective for the good of the organisation as a whole.

A+M: What do you do during your free time?

Chong: Free time seems to be a thing of the past. In pre-pandemic days I would have gone hiking, but that has since stopped. Mainly because of the start-stop lockdowns and my own inertia. I do watch a lot of content online as I’m sure most do, but what I wish I could do more of is read and write. Writing especially is a form of stress release for me. I enjoy writing all sort of things like stories and even poetry.

A+M: Where do you find your inspiration?

Chong: I love to read. And actively seek stories of people who lead lives that are vastly different from mine to try to get into their heads. It could be anything from slice of life books, autobiographies, or fiction. Any human stories that give you different points of view. That sort of thing inspires me to do better.

A+M: If not in advertising, where would you be?

Chong: I would have been a psychologist, as I initially studied that in university, but changed fields after my sophomore year. It was a practical decision. Or perhaps I got a little lazy as to be a psychologist in the US where I studied, you would have to go to medical school. Meaning I would have only finished at the age of 30! Whatever the case, it still shaped my thinking with the field I’m in today.

A+M: What advice do you have for someone looking to start a career in the industry?

Chong: Don’t be afraid to do the time. It’s the long game, and there’s lots to experience along the way. Use the time to hone your thinking, and keep growing and learning continually, as it can only benefit you as a person.

A+M: What issue would you like to see the industry change in 2022?

Chong: Margin pressures continue to be an issue for both advertisers and agencies. Advertisers may force agencies and media owners to lower fees and prices, but this does eventually backfire in terms of talent quality on the business. Continued over time, this erodes the value we create in the market, and fosters a climate of lack of respect. We have spoken at length about the need for a major reboot in the industry with renumeration being based on resource and performance.

Related article:
Mediabrands MY names CEO of UM and Ensemble