By The Malketeer
In the buzzing corridors of Malaysian marketing, a familiar name is once again making waves—Amit Sutha.
With a career that’s taken him from the bright lights of New York to the heart of Asia, Amit’s return to lead Publicis Groupe Malaysia feels less like a comeback and more like a reawakening.
“It’s both a return and a reinvention,” he shares in an exclusive with Marketing Magazine.
“Malaysia has always punched above its weight—what drew me back was the chance to shape something contextual, relevant, and enduring.”
And that’s exactly what he’s setting out to do.
The Power of One, Reimagined
Publicis Groupe’s global model thrives on integration—melding creativity, media, data, tech, and commerce into one seamless offering.
But Amit insists that integration here isn’t just about charts and structures.
“It’s a mindset,” he says.
At Publicis Malaysia, this mindset has translated into the Connected Experience—a unified platform productising everything from connected commerce to connected influence and creativity.
“Integration is only meaningful if it feels seamless inside and delivers value outside,” he explains.
At the heart of this evolution are the people.
“We’re building pathways for talent to evolve—where deep expertise and new skills coexist.”
Top Priorities: Campur Minds, Creator Commerce & Client Growth
Over the next 18 months, Amit has three bold priorities.
First, deepen integration and accelerate “Power of One” solutions across client work—particularly in the emerging creator and influencer economy.
Second, invest in talent transformation.
“We’re building “Campur Minds”— multi-skilled individuals who blend creativity, data and tech. It’s no longer just a concept. It’s becoming a daily practice.”
And third, drive financial agility without losing focus.
“We need to grow smart, deliver impact, and help clients navigate a constantly shifting economic landscape.”
What Makes Malaysia Special?
Amit beams with pride when asked about Publicis Malaysia’s strengths.
“People often overlook our firepower in digital, performance, and production,” he says.
With capabilities scaled across Digitas, Epsilon/Lotame, and Prodigious, Malaysia’s team is far more than just creative muscle.
“We’ve got strategic brains, a tech backbone, and heart. Real pride and ownership goes into every output.”
What Clients Really Want
In today’s always-on ecosystem, client impact is no longer just about CPMs or slick campaigns.
“It’s about moving the needle—on business, on brand, and on culture,” Amit explains.
Success, he says, is measured across four lenses: effectiveness, experience, efficiency, and equity.
“Deliver across all four, and you’re not just visible—you’re valuable.”
Breaking Silos, Building Bridges
Uniting creative, media, strategy, and CRM teams is no easy task.
But Amit’s approach is refreshingly human.
“Great ideas don’t wear departmental badges,” he says.
“We’ve introduced shared OKRs and cross-capability training to break down silos.”
His cultural philosophy is embedded in the “Campur Mindset”— a nod to Malaysia’s rich, and diverse spirit.
“Culture isn’t built through memos. It’s built by solving real problems together—and having fun doing it.”
Future Talent, Future Fit
Amit wants the next generation to feel connected, courageous, and ready.
“Young talent wants more than a paycheck—they want meaning,” he shares.
“We’re learning from them too. They’ve changed the rules, and that keeps us evolving.”
Mentorship and open-door leadership are central to this shift.
“It’s about creating spaces to grow, fail fast, and find unexpected success.”
From Campaigns to Co-Creation
The traditional agency-client dynamic has shifted.
“Today, it’s team-team,” says Amit.
“Clients don’t just need agencies to think for them—they need partners who think with them.”
He adds, “Best partnerships are rooted in trust and shared ambition. That’s when the magic happens.”
Debunking Myths, Embracing AI
Agency life, Amit says, isn’t just about making brilliant ads.
“It’s problem-solving. Creativity isn’t a department—it’s a way of thinking.”
And with AI rising, Publicis Malaysia is adapting fast.
“AI is our co-pilot. It helps scale, optimise and move faster—but the soul of creativity still belongs to humans.”
Their mantra: HI meets AI.
Human Insight. Human Ideas. Human Impact.
“That’s how we shape relevance in the age of machines.”
Content with Cultural Soul
As someone who has built content studios across continents, Amit understands what truly moves audiences.
“Malaysia’s multicultural richness is our edge. The best content here doesn’t just translate language—it translates emotion and humour.”
And speed matters.
“Brands can’t wait three months for one big film. We’re building agile content engines that think culturally and move laterally—from TikTok to TV.”
Leadership, Life and the Bamboo Flute
After years in global leadership roles, what’s been Amit’s biggest lesson?
“That clarity matters as much as charisma. People don’t follow titles—they follow leaders who see and enable them.”
To his younger self, he would say: “Don’t rush to sound smart. Stay curious. And rest—it’s not laziness.”
Beyond the boardroom, his grounding comes from family, tennis, and the soothing melodies of a bamboo flute.
“They help me slow down, stay sharp, and see the world with fresh eyes.”
Connected. Enabling. Unafraid.
Those are the three words Amit uses to describe his leadership.
“Connected—because I build bridges. Enabling—because leadership is about unlocking others. Unafraid—because change is messy, but necessary.”
It’s a leadership style Malaysia’s marketing ecosystem needs now more than ever.
And with Amit Sutha at the helm, Publicis Groupe Malaysia is not just shaping campaigns.
It’s building a movement.
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