Trapper Group strengthens leadership in Malaysia

Malaysian media agency Trapper Group has appointed Agnes Yee as group chief operating officer, Gitanjali Sriram as group chief strategy officer and Kenneth Wong as chief digital officer. 

In her new role, Yee will oversee and optimise client growth, streamline business operational effectiveness and integrate Trapper Group's offerings to new and existing clients. She will also focus on growing and continuing the group's transformation journey. Prior to her appointment, Yee has worked with global and local brands such as Apple, McDonald's, Daimler, Celcom and Perodua. She brings with her 25 years of industry experience. 

"I look forward to joining Trapper Group as I see the exciting plans for current clients and prospective clients, its growth plans infusing product offerings, and its constant desire for betterment. The agency knows that complacency is the enemy of progress! That got me excited to join a revolutionary agency with a vision of embarking on helping SMEs around the world with its AI-based offering called Adwork.io which is partnered up with Nielsen. Exciting times ahead," said Yee (pictured left).

Sriram (pictured centre) will be responsible for the group's brand strategic team and enhance the group's offerings. She will also integrate a holistic approach to brand planning and media communications. Sriram brings over 30 years of global marketing and communications experience to Trapper Group. She was most recently the head of marketing and communications at Taco Bell Malaysia and was the chief operating officer at Publicis Group Malaysia. In her previous roles, Sriram had worked with brands such as Malaysian Airlines, Petronas and Proton.

"I love the drive and warmth shown by the co-founders of the group. They have been managing Trapper Group for 23 years and continue to push the boundaries with a degree of passion and vision that I am keen to support. I am excited to be on this journey with Trapper Group because I believe they have the vision, spirit, and experience to be mavens of the industry," said Sriram.

In tandem, Wong has moved up to helm the position of group chief digital officer for.  At Trapper Group, Wong (pictured right) was responsible for developing programmatic technology solutions. In his new role, he will lead Trapper Interactive and work closely with key local and regional team, according to his LinkedIn description. 

All three leaders will report directly to Sivanathan Krishnan, chairman and co-founder of Trapper Group of Companies. 

"I was not only looking at leaders but I wanted people who will also share their vast experiences in nurturing future leaders. All three individuals have shown true intelligence, calmness, caring with quiet strength, warmth, high maturity, and confidence, and most importantly, are structured team players. Our vision and narrative for the future of Trapper Group is to lead the industry with our proprietary media tools that give our clients a competitive advantage in an uncertain and evolving landscape," said Krishnan. 

Don't miss: Nielsen and Trapper Group subsidiary Reddoor Asia create automated media buying platform 

This news comes after Trapper Group announced that it is collaborating with Nielsen Malaysia via its Reddoor Asia subsidiary. The collaboration will see the creation of a proprietary platform called adwork.io. 

The platform aims to provide real-time data outputs and help SME advertisers make data-driven decisions for their advertising campaigns from the confines of their offices or homes. The platform also aims at addressing the overall misconception in the industry, that digital properties are the only way to advertise a company's brands or services.

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