Malaysia Advertisers Association Ushers in Renewal with Fresh Leadership and Vision

The Malaysia Advertisers Association (MAA) is ushering in a new era of renewal, marked by fresh leadership appointments and a collective vision to strengthen the role of advertisers in Malaysia’s evolving business landscape.

As part of this renewal, Hassan Alsagoff, Regional Head of Loyalty & Marketing at Grab, has been elected Vice President for the 2025–2026 term. He is joined by new council members Abdul Sani Abdul Murad, Group Chief Marketing Officer at RHB, and Diana Boo, Chief Marketing Officer at Boost.

In his capacity as Vice President, Hassan will also continue to lead the Tech Partners committee under the Engage pillar, strengthening collaboration between advertisers and technology platforms. Since joining Grab in 2019, he has advanced to a regional role overseeing loyalty and marketing, with expertise in digital innovation and customer engagement. This dual vantage point positions him to help MAA connect advertisers with emerging platforms and solutions.

“For a long time, MAA was shaped mainly by FMCG voices, but the industry has changed. With technology companies now contributing significantly to advertising expenditure, which reached about RM 6.1 billion in 2024, it’s important their perspectives are part of the conversation. I’m committed to helping MAA build stronger bridges between advertisers and technology platforms while preparing the next generation of marketers for what’s ahead,” says Hassan.

With decades of experience in marketing, Abdul Sani brings industry insights that complement the diverse expertise within the MAA Council. His participation contributes to broader representation across sectors within Malaysia’s advertising community. “The advertising industry is at a critical juncture where diverse voices need to be heard. I hope to bring a different perspective to the table and contribute to building a more inclusive and impactful MAA,” he says.

“Having spent years across different facets of marketing, I believe every industry brings unique insights that can strengthen how we connect with audiences. I look forward to contributing these experiences towards MAA’s efforts in building a more relevant and responsible advertising landscape.”

Diana has driven Boost’s growth as a leading fintech brand and homegrown digital bank, introducing innovative and embedded digital banking solutions that resonate with Malaysia’s fast-growing cashless economy. Her appointment highlights the rising influence of digital-first companies in advertising and the importance of their perspectives within the association.

“It’s important that digital-first companies are part of the conversation as advertising continues to evolve. I’m excited to join the Council and work with industry peers to ensure that innovation and inclusivity go hand in hand,” says Diana.

MAA President Claudian Navin Stanislaus welcomed the new appointments as a timely renewal of the Council’s leadership and direction: “Hassan, Sani and Diana each bring unique perspectives that reflect the industry’s diversity and momentum. Their leadership will be vital as we work together to ensure the MAA continues to be relevant, as the voice of an industry that’s in perpetual transformation.

MAA had also explored the possibility of hosting an insight-sharing event in collaboration with global tech partners, aimed at delivering customised data and findings to benefit marketers.

However, with large-scale layoffs in the tech sector and growing event fatigue within the marketing industry, the plan was shelved. In response, the association is pivoting toward producing digital content that delivers insights in accessible formats, keeping members informed without adding to their workload.

Another area of focus is engaging smaller technology players, many of whom face greater challenges in gaining visibility and building connections within the industry. MAA is exploring ways to bridge this gap through new initiatives that will give these companies greater access to networks and opportunities, ensuring their perspectives are also represented in shaping the future of advertising.