Ogilvy Malaysia strengthens digital offering with 2 senior hires

Ogilvy Malaysia has appointed Alicia Yap (pictured left) as executive group director and Moheeta Tamrakar (pictured right) as director of experience and social, to further strengthen its digital capabilities.

In her new role in the Kuala Lumpur office, Yap’s focus will be to nurture agency-wide client relationships across the engagement lifecycle, while driving creativity and brand-building that amplify value and impact. Tamrakar will lead the digital offensive line-up and complement Ogilvy’s agile solutions across multiple channels and touchpoints, to empower clients through data-infused digital experiences.

According to the agency, Yap has been with the network for over 20 years. She spent 10 years in the Shanghai office accelerating her knowledge, building a portfolio of major brands across the FMCG, finance, logistics, hospitality, and technology sectors, gaining experience in integrated marketing, advertising communications, engagement and e-customer relationship marketing. Prior to joining Ogilvy, Yap was at Naga DDB in Malaysia and Mather Advertising in Vietnam. She moved to OgilvyOne Singapore where her primary focus was supporting global multinational accounts. 

Meanwhile, Tamrakar joins Ogilvy from AirAsia where she infused data into communications while managing reputation management for brands within the Group. With experience in different facets of communications such as digital analytics, crisis management, direct response marketing, social CRM and martech, Tamrakar’s career in digital marketing started in New York City with the Red Rooster Group, followed by ID media (an Interpublic Group agency). She then joined IPG Mediabrands in Malaysia before heading up data and analytics at Reprise Digital. A+M has reached out to Ogilvy for more information.

Nizwani Shahar, chief executive of Ogilvy Malaysia, said: “Despite Malaysia’s fragile trajectory towards growth in 2021, Ogilvy continues to position commerce, agile content and data-driven marketing at the centre of our offerings to our clients.” She added that Yap and Tamrakar "fit perfectly" to help brands capitalise on the tremendous opportunities to reinforce their value and purpose and to unlock new possibilities within their markets. The reason being, both their creative lens and digital experience would give Ogilvy's clients an immediate edge to navigate and to further distinguish themselves amidst the growing complexities in the marketplace.

Earlier this year, Colgate-Palmolive expanded its remit with Ogilvy Malaysia in January this year to cover strategic and creative communications, digital, and social media duties throughout 2021 across all its business. Meanwhile on a global level, Ogilvy was appointed by Hyatt as its lead agency for its guest loyalty programme, World of Hyatt. The agency will support the development and expression of World of Hyatt’s member communications, promotions, and programme enhancements. 

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