Malaysian telco Maxis has named Andrew Yeoh as its new Head of Brand & Marketing, effective 1 December. He formally succeeds Wong Tse San, who held the role since February 2024 after leading Maxis’ brand and enterprise marcomms.
Prior to Maxis, Andrew served as the Group Head of Marketing at TIME dotCom for more than four years. During his tenure, Andrew led several standout initiatives, most notably the launch of the ‘Kabel Besar’ creative platform and a major brand refresh in October 2022. Andrew also won CMO of the Year at the prestigious Malaysian CMO Awards 2023 for Best In Telco Marketing. Under his leadership, TIME also won Malaysia’s only D&AD Pencil in 2023, and several APPIES awards.
Yeoh joins at a strategic moment, as Maxis is ramping up efforts to fortify its nationwide 5G rollout. His appointment follows a four-year tenure as group head of marketing at another telecom firm, and a career that spans global brand and agency work — from time at Procter & Gamble, planning roles at RAPP, and international stints with Interbrand and Isobar in Melbourne — before returning to Malaysia to lead marketing and innovation at IKEA.
The change at the top comes after Maxis revamped its agency partnerships mid-2025, appointing Universal McCann (UM) as its new media agency. UM — along with its social-media arm, UM Studios — now handles media strategy, planning, buying, data and analytics, as well as social media planning and communications across Maxis’ brand portfolio.
This leadership handover also aligns with the company’s freshly minted brand promise: “Tomorrow begins today”. Introduced earlier this year, the new positioning reflects Maxis’s ambition to be more than just a connectivity provider, instead presenting itself as an enabler of individuals’ aspirations — whether launching a business, building a passion, or fostering relationships.
With Yeoh at the helm of brand and marketing, and a new agency ecosystem in place, Maxis appears poised to sharpen its brand narrative and accelerate its growth trajectory in Malaysia’s increasingly competitive telco landscape.
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