Audrey Chong appointed dentsu Malaysia CEO

Dentsu Malaysia is pleased to announce the appointment of Audrey Chong as its new CEO effective 1 October 2023. Audrey will be taking over from Kien Eng Tan who will retire on 19 October after having served as CEO since February 2021.  

Previously CEO, Universal McCann Malaysia, Audrey brings 25 years of industry experience across media, creative, strategy and digital marketing with in-depth understanding and expertise of the Malaysian market. Having been on both client and agency side, Audrey has first-hand experience of the challenges marketeers face and how agencies can best serve their needs in the current marketing ecosystem.

Audrey joins dentsu Malaysia at an exciting time as the agency is gaining traction and positive market momentum. She will be responsible for growing and continuing the business transformation journey whilst driving integration across practices. Her perspective on building an agency model that delivers on clients’ needs will see new opportunities and growth. She will report to Sanjay Bhasin, CEO, dentsu Southeast Asia and will be part of the SEA leadership team

“I look forward to joining dentsu Malaysia and foresee exciting times ahead. I strongly believe in  dentsu strategy and the direction they are moving in, with new products, integrated servicing and innovation to meet the market’s needs. They have strong momentum off the back of some significant market wins and I believe dentsu is poised to break away from the pack and build new growth and industry opportunities,” said Audrey. 

Sanjay Bhasin, CEO, dentsu Southeast Asia commented: “I really wanted a hands on practitioner who understood the market challenges and nuances; someone who could build upon the wins and momentum Kien and his team have created which have mostly been large local giants requiring deep understanding of the dynamic Malaysian market. Audrey’s reputation speaks for itself. She’s built a solid media agency now ranked number one in RECMA. Couple that with her experience building Ensemble and driving creativity through media she has a competitive skillset that will drive the business to new heights. She’s also a warm, intelligent, caring person who will make a great addition to our strong local Malaysian agency and our Southeast Asia leadership team. 

Kien Eng Tan was appointed CEO, dentsu Malaysia in February 2021 and has seen the agency through post-pandemic recovery and return to a growth trajectory with his team winning new clients including AXIATA, MHTC and Oatside. He’s had a clear vision for the business, implementing a simplified more integrated network offering to maximise growth opportunities in the Malaysian market. He has continued to raise the profile of the business and has set the foundation for meaningful growth for 2024 and beyond.

Kien Eng Tan said “I’ve had an incredible journey with dentsu Malaysia and I’m happy to have spent my time here in the last few years of my agency career. I am filled with gratitude for the opportunity I have had to lead such a talented and creative team and I am confident that the spirit of innovation and passion for creativity will continue to thrive. The industry is fast changing, and I eagerly look forward to seeing great campaigns under the guidance of our new leadership."

Sanjay added: “I’d like to thank Kien for his dedication and passion over the past 2.5 years and wish him a long, happy retirement.”