TBWA\ Malaysia appoints new chief creative officer

TBWA\Malaysia has appointed Yee Wai Khuen as its new chief creative officer. Effective 1 April 2023, Yee will be redefining the creative department’s role in crafting disruptive solutions for the agency’s portfolio of brands and driving the global vision for TBWA\Malaysia’s global creative product. 

Yee will be taking over from Gigi Lee, TBWA\Malaysia’s former chief creative officer, who stepped down from the role in December 2022, retiring from agency life to pursue personal projects. 

Yee was most recently regional executive creative director at CARSOME, where he was focused on brand development and responsible for all creative output for the car e-commerce platform in the Southeast Asia region. Most notably, the brand’s work with football star Eric Cantona on its The Trusted Way to Buy a Car brand platform, helped establish CARSOME as Southeast Asia's largest user car ecosystem. 

Yee has not only worked across multiple categories and markets, but he also boasts holistic expertise across traditional, design, digital, social, and tech platforms. His portfolio includes brands such as Tencent, Mercedes Benz, Toyota, Malaysia Airlines, CIMB, Singtel, Celcom Axiata, Tiger Beer, Guinness, Nestle, Colgate, Danone, Abbott, Pizza Hut Delivery and Mattel. 

“I can’t wait to get started at TBWA. The agency’s focus on total brand experience aligns perfectly with my own beliefs in where the industry needs to progress," Yee said. “Creative ideas alone are no longer enough. The synergy between science, technology, and creativity to address real world challenges. We need to go beyond simple solutions, never settle for less for extraordinary outcomes.” 

CEO of TBWA\ Malaysia, Yee Hui Tsin said that building creative excellence is critical for the company's continued success, especially as the team continues on its collective mission to orchestrate disruptive solutions for greater business impact. “That is why we are excited for Yee to join us, as he brings with him extensive experience across diverse environments and channels, which enables him to offer a holistic perspective on how creativity can push the limits. I cannot wait to see the disruptive work that he will do with us," he added. 

In July last year, TBWA\ Asia named its new chief creative officer, Perry Essig. Essig commented: “With the lines blurring between digital and real life, brands have evolved in how and where they’re showing up, immersing themselves further into our lives through the experiences they are creating. That’s what makes this role so exciting. I look forward to working with TBWA’s creative force across the region and globe to create needle-moving experiences for our clients.”

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