The man who made Yasmin Ahmad possible

One does not get more understated than Tan Sri Mohd Hassan Marican. 

Constantly low profiling himself, he was the former President and Chief Executive of Petronas and President of Khazanah Nasional Berhad. 

Coincidentally, he retired last Friday as independent and non-executive director of Singapore-listed Sembcorp Industries Ltd. 

… Whilst Yasmin was amazing at selling her ideas, it was the blessing of this man that eased her way along the hierarchy that is common in all astronomical organisations like Petronas. Tan Sri made the boardroom arguments obsolete by giving Yasmin the unspoken mandate on creative decisions…

The love affair Malaysian consumers have been having with the Petronas brand is unquestionably the creation of the late Yasmin Ahmad, Executive Creative Director at Leo Burnett and accomplished Malaysian film director, and her team.

Even though our beloved Yasmin has passed on almost 12 years ago, her work continues to live in the hearts and minds of Malaysians. 

Every Petronas marketing officer I have known since has been riding on the coat-tails of her work till this day. 

She is the subject of almost all public or industry talks done by them at events and conferences. 

Can’t blame them, her commercials are still stunning to any audience. 

Pitifully, they’re always looking for that next Yasmin-type commercial from their agency partners and haven’t got past the legacy of this great lady

Petronas is a shining example of a brave client, and I am referring specifically to Tan Sri Mohd Hassan Marican. 

Whilst Yasmin was amazing at selling her ideas, it was the blessing of this man that eased her way along the hierarchy that is common  in all astronomical organisations like Petronas.  

Tan Sri made the boardroom arguments obsolete by giving Yasmin the unspoken mandate on creative decisions. 

But Yasmin did more than that, she made the clients feel that they were the ones who made it all possible. 

This is the classic master stroke of her lovable style. 

Maybe that’s how great creative work is possible: make the boss your best friend and tango with the rest like they are sacrosanct. 

We miss you Min. 

And thank you Tan Sri. 


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The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

This is the only event where Live Presentations meets Live Judging.

Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!

Campaign entries must have run between June 2023 to May 2024

Submissions Deadline
30th June 2024

APPIES Festival – Judging & Presentations
11th – 12th July 2024 (Malaysia)

 

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