TBWA\MALAYSIA doubles down on creative-led disruption with new Creative Chief

TBWA\Malaysia has appointed Yee Wai Khuen as its new chief creative officer, further deepening its commitment to delivering total brand experience solutions to its clients.

Effective 1 April 2023, Yee will be entrusted with redefining the creative department’s role in crafting disruptive solutions for the agency’s portfolio of brands, and driving the global vision for TBWA’s global creative product.

Commenting on the appointment, chief executive officer Yee Hui Tsin said: “As we continue our collective mission to orchestrate disruptive solutions for greater business impact, building creative excellence is critical for our continued success.

“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.”

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 used car ecosystem.

“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.”

A multi-award-winning veteran with two decades under his belt, Yee has not only worked across multiple categories and markets, 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.

Yee takes 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.

Commenting on Lee’s exit, CEO Yee HuiTsin: “We are grateful for Gigi’s contributions to the growth of our agency, our people, and our clients.

It’s been a privilege to have worked with someone of her calibre. She will be deeply missed and we wish her nothing but the best as she explores her next chapter.”

Lee joined the agency in 2016, to spearhead creative efforts in making great ideas happen. Her many accomplishments include establishing the Kuala Lumpur operations as the Centre of Excellence for Design in Asia under the DxD brand. Since its launch in 2020, DxD has contributed to 20% of total agency revenue, leading to an overall 16% growth in business for the company.

“For six years, I’ve been a proud mama pirate. I’ve had the honour and pleasure to work with an amazing crew, both locally and regionally, bringing many campaigns to life. I’m going to miss the adrenaline rush, the teamwork, the tears, laughter, and celebrations,” said Lee.

“TBWA\Malaysia is in good hands moving forward. Yee comes with vast experience and an awesome creative reputation. Not only is he a good mentor, he’s a great leader as well. Yee, the creative helm is yours. Keep the flag flying high.”

TBWA\Malaysia has made a name for itself through its purposeful approach with Disruption thinking, while cultivating a culture for diversity and talent development. Key clients include U Mobile, Abbot Nutrition, Tune Protect, Nissan Malaysia, CAANZ, Nutella, Marigold, Lazada, McCafé, and Netflix.

Notable recent highlights include Gold in Brand Strategy for Abbott’s Similac Intelli Pro at Marketing Excellence Awards Malaysia 2022 and the inclusion of Nazirah Ashari, strategy director and head of 65dB in Campaign Asia-Pacific’s Women to Watch 2022 list – one of only two Malaysians featured.