Kien Eng Tan will be retiring on October 19, leading to the selection of Audrey Chong as the upcoming CEO of Dentsu Malaysia, effective from October 1, 2023.
In her new role as CEO at Dentsu Malaysia, Chong’s responsibilities will encompass fostering growth, continuing business transformation, and facilitating integration across practices. She will report to Sanjay Bhasin, CEO of Dentsu Southeast Asia, and become part of the Southeast Asia leadership team.
Chong recently stepped down as the CEO of Universal McCann (UM) Malaysia. With over 25 years of experience spanning media, creative, strategy, digital marketing, and a profound understanding of the Malaysian market, Chong is a seasoned professional. Before her role at UM, she held significant positions, including Chief Investment Officer at IPG Mediabrands and roles at M&C Saatchi Malaysia, DiGi Telecommunications, PHD Media, and Starcom.
Chong takes over from Kien Eng Tan, who assumed the CEO role in February 2021. Tan has been recognized for guiding the agency through its post-pandemic recovery phase and securing key account victories like Axiata, MHTC, and Oatside. With a wealth of experience, Tan has been involved in several award-winning campaigns for major brands, such as Petronas’ Merdeka Day and Samsung Galaxy’s S10: Space Launch. Prior to joining Dentsu, Tan served as CEO of Publicis Groupe Malaysia and Leo Burnett Malaysia.
Sanjay Bhasin, CEO of Dentsu Southeast Asia, emphasized the importance of finding a hands-on practitioner who comprehends market complexities and can build on the momentum set by Kien and his team. Bhasin praised Chong’s solid media agency accomplishments, creative prowess, and competitive skillset, which he believes will elevate the business to new heights. He also expressed gratitude to Tan for his dedication and passion during his time at Dentsu Malaysia.
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