Rudy Khaw exits as CEO of AirAsia Brand Co.

In a move that will send ripples across Malaysia’s marketing and branding community, Rudy Khaw has departed from his role at AirAsia Brand Co.

Though the company has yet to release an official statement, the news has sparked speculation about what the transition could mean for both Rudy’s next chapter and the future direction of the AirAsia master brand.

Rudy’s journey with AirAsia is nothing short of remarkable….

He joined the airline group in 2007 as a junior Brand Executive, equipped with ambition, grit, and a willingness to experiment.  In 2016, he assumed overall responsibility for the group’s branding efforts, playing a central role in defining AirAsia’s identity as a global, culturally relevant brand.

He was Regional Head of Branding, then Group Head of Brand, then Chief Brand Officer of AirAsia and airasia Superapp, where he successfully led several strategic branding initiatives that resulted in significant revenue growth.

In May 2023, he was appointed CEO of AirAsia Brand Co., an entity dedicated to further expanding the brand’s global reach, making him one of the group’s youngest CEOs. His 18-year journey from novice to top executive showcases his innovative thinking, strong leadership, and relentless drive for growth.

Rudy has spearheaded numerous award-winning brand campaigns, significantly boosting AirAsia’s global visibility, including through collaborations with high-profile personalities and organisations like Taylor Swift, David Foster, Roberto Carlos, Park Ji-Sung, MotoGP, UFC, Queens Park Rangers, (RED), and 88rising—with a focus on demonstrating AirAsia’s dynamic brand spirit.

As a result of his efforts, even during the Covid-19 pandemic period, AirAsia saw an 18% increase in brand value and reached over a US$1 billion valuation. Khaw’s creative vision and partnership with AirAsia CEO Tony Fernandes have been instrumental in transforming AirAsia from a small ASEAN low-cost carrier into Skytrax’s ‘World’s best low-cost airline’ for 16 consecutive years. He’s also led the brand to win the Platinum Putra Brand Award in 2023 and Gold for 10 consecutive years.

Under his watch, AirAsia Brand Co adopted AI tools – not to displace human insight – but to amplify idea generation, accelerate iteration, and streamline creative workflows.

“My concern with AI is whether it ends up creating more clutter for consumption due to everyone ‘creating’ but I do think on the flipside, where it provides creatives even more opportunities to be better and push the boundaries.”

He says his creative style leans on gut feel and intuition, even as he values data for validation. In interviews, he has defended the importance of trusting the spark of an idea before metrics catch up.

Perhaps his lasting legacy lies in how he extended AirAsia beyond flying…

By elevating the brand into lifestyle, culture, and identity, he positioned AirAsia as more than an airline: a bold storyteller of ASEAN, a champion of dreams and an evolving content platform.

The “masterbrand” ambition under his stewardship bridged airline operations, licensing, IP ventures, regional content and brand storytelling.

Rudy’s exit marks the close of a defining chapter in Malaysian brand leadership.

For those who watched his rise – rooted in conviction, pushing boundaries, and building brand meaning – it’s a moment to reflect on how brand building in this era is increasingly a balance of intuition, culture and technology.

“I am proud of implementing AirAsia’s guiding philosophy – People, Places, and Passion (the 3Ps) – a simple framework shaping our brand, communications and culture. It captures everything AirAsia stands for: empowering dreams, connecting communities and turning a regional low-cost airline into a global lifestyle brand rooted in popular culture.”

Rudy is a valued member of Campaign 40 Under 40 list in 2024.

He informs MARKETING magazine that he has not decided on his next move yet, and we wish him well. Watch this space.