The man who made Yasmin Ahmad possible - MARKETING Magazine Asia


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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