I have been bombarded by calls to write and take sides in this matter, so let me be very clear: I am writing this as a neutral observer citing stuff from the public domain.

I am saying this because I believe my words mean a lot to many of our readers and I don’t want them concluding that I am partial to any party. It is what it is.

In April 2025, what began as a routine leadership election at Malaysia’s Association of Accredited Advertising Agents (4As) spiralled into a defining crisis of governance, accountability, and trust.

Five council resignations. One leaked memo. Two duelling narratives.

And an industry suddenly grappling with questions too big to ignore: Who truly governs? What does transparency mean in practice? And when is silence no longer an option?

This report captures a story that goes beyond the walls of an association boardroom. It is a story of leadership contested and leadership reclaimed.

Of seasoned professionals challenging irregularities not with noise, but with documentation.

Of ideals tested in the crucible of an industry we all care deeply about.

As editors, we rarely insert ourselves into the stories we publish.

But this one demands attention – not because of the personalities involved, but because of the precedent it sets for our industry.

When voices rise in dissent, they deserve more than hearsay – they deserve to be heard in full.

This issue isn’t just about the 4As. It’s about all of us. About how we elect, select, and respect leadership. About the structures we build, or let erode, when we think no one is watching.

Our hope is that this chapterised report will offer not only clarity but also courage: for every industry member to read, evaluate and act for themselves.

Respectfully,

Grateful winner of the Association of Accredited Advertising Agents (4As) Malaysia inaugural Chairman’s Award for making significant landmark contributions to Malaysia’s brand and marketing industry.

PART I

22 April 2025:

The Association of Accredited Advertising Agents Malaysia (4As) held its 17th Biennial General Meeting, with an election to determine its Council office bearers who will serve the not-for-profit industry body for two years.

Tan Kien Eng, Chairman of McCann Erickson Malaysia, was elected as the new President, whilst Mr Kristian Lee, Group Executive Director of Naga DDB Tribal, was elected as the new Vice President.

“I want Malaysians to know that the creative industry is an exciting, important, and powerful industry to be in. What this industry produces can change people’s behaviour, build the economy, shape our country, and even influence a better world,” said Kien.

“I strongly believe that the 4A’s has an even more vital role than ever before with regards to revitalizing, growing and protecting the industry that we love, and that the positive impact of the association must be felt by all our member agencies regardless of their size or scale,” added Kristian.

The election also saw the induction of Council members from the following companies:

Dentsu Malaysia
Ellipsis Asia
Monster Interactive
Oxygen Advertising
Shinajii

A further five members were appointed by the new President, or invited by the Council to fill vacancies, from the following companies:

DIA Brand Consultants
Vivaki Malaysia
Hakuhodo Malaysia
Mantra Communications
Star Reacher Advertising

These members were appointed or invited to join the Council after resignations from Grey Worldwide, Fishermen Integrated, M&C Saatchi Malaysia, Havas Malaysia, and TBWA Kuala Lumpur.

Editor: The same day, an industry news portal published this development with a click bait headline “4As Malaysia forms new council, 5 major agencies depart”, which added to the confusion and I believe also led to the need for further clarifications.

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“Leadership is a journey filled with decisions that test our values and commitment to authenticity. Recently, I made the heartfelt decision to resign from my position as a Council Member of the Malaysia 4As. This wasn’t a decision made lightly.

Serving in the association was a form of national service, a commitment to uplift our industry – one that I proudly serve.

However, due to recent events, I decided that aligning with Havas’s values and ensuring that my efforts are channeled where they can make the most impact became paramount.

While I cherish the collaborations and revolutions we sparked – especially alongside formidable female colleagues – I recognised the need to focus my energies where they resonate most deeply.”

Nizwani Shahar, CEO of Havas Malaysia posts her side of the story on LinkedIn on April 25.

PART II

28 May 2025…

Originally excerpted from an Internal Memo to all 4As members, which made its way into the public domain. Titled: Why we resigned from the 4As Council – a call for accountability and reform.

Five senior leaders from the Malaysian advertising industry – each a re-elected member of the 4As Malaysia Council – have formally resigned from their Council positions.

The resigning Council Members include:

Irene Wong, Grey
Joyce Gan, Fishermen Integrated
Nizwani Shahar, Havas
Yee Hui Tsin, TBWA

Each agency remains an active and committed member of the 4As.

“We did not resign from the 4As. We resigned from the Council after exhausting internal avenues for reform,” said the group in a joint statement. “This was not an act of protest based on loss, but a decision of principle.”

Core issues raised

The resigning members highlighted multiple governance breakdowns over the last term, including:

Unfair Candidate Briefings: A new requirement for presidential candidates to deliver a speech at the Biennial General Meeting was communicated in advance to the only two external candidates. Sitting Council members were not formally informed, resulting in a clear disadvantage on election day. “This is not about the speech. It’s about equal preparation,” the statement clarified.
CEO Appointment Without Council Approval: The Acting President and Senior Advisor unilaterally decided not to renew the contract of the former CEO, Khairudin Rahim, without prior Council consultation. Subsequently, a new CEO was appointed without Council discussion or vote—an act they state breaches Clause 17(b) of the 4As Constitution.
Constitutional Irregularities: The position of “Senior Advisor,” does not exist within the 4As Constitution, raising further concerns about unchecked roles and influence in Council matters.

Call for governance reform

The group has put forward specific proposals to the newly elected Council:

Mandatory disclosure of proxy vote counts and clearer proxy rules.
Transparent candidate briefings with published election requirements.
Deliberation on the role and constitutional basis of the “Senior Advisor.”
Consideration of term limits for President and Vice President roles.
Rotational leadership for major award programmes.
Mandatory DEI training for all Council members and leadership.

“This is not about gender. This is about fairness, integrity, and protecting the future of the 4As,” said the joint statement. “It is our hope that our decision brings attention to needed reforms and encourages more members to speak up and participate.”

These leaders emphasized their ongoing support for 4As events, awards, and industry development initiatives.

“This is a defining moment. The next two years can be defined by transformation—or by more of the same. We call on all members to help shape a more inclusive, transparent, and future-focused 4As.”

Irene Wong (Grey), Joyce Gan (Fishermen Integrated), Nizwani Shahar (Havas), Yee Hui Tsin (TBWA).

PART III

29 May 2025….

Andrew Lee, CEO of the Malaysian 4As, responds to the concerns raised in a joint statement released to MARKETING Weekender.

Following a recent memo circulated to 4As council members from ex-Council members, the 4As wishes to address the following key issues:

1. Claim of unfair candidate briefings.

It was minuted in the Minutes of Meeting dated March 3, 2025, prior to the Biennial General Meeting (BGM) on March 27, 2025 that “Given the admission of five or six new members, the Chairman of the meeting, Dato Johnny Mun suggested that each candidate for the Presidency and Vice Presidency be allowed to introduce themselves at the BGM meeting. He proposed allotting five minutes for each nominee to discuss their qualifications and vision, providing members with a clearer understanding of their suitability for the role. This would allow the members to make a more informed decision by giving each nominee a brief moment to present themselves.”

It was also recorded in the same meeting minutes that Pn. Nizwani Shahar (Havas Malaysia Sdn Bhd) was present, whilst Ms. Irene Wong (Grey Worldwide Sdn Bhd), Ms. Nisha Devina Roy (M&C Saatchi (M) Sdn Bhd) and Ms. Yee Hui Tsin (TBWA Kuala Lumpur Sdn. Bhd) attended the meeting virtually.

The Secretariat and its secretaries always stress the importance of giving equal notice to everyone. Therefore, the secretaries informed the two candidates (i.e. Mr. Tan Kien Eng and Mr. Kristian Lee) who were not privy to the March 3, 2025 meeting about the opportunity to address the attendees before the election.

2. Claim of CEO Appointment without Council approval.

It is important to understand how decisions are made in an official meeting:

A council member, including the President or Vice President, can propose a motion.
The motion is then discussed by the council.
Should there be any disagreement, the motion is put to a vote. The motion is passed if it receives a majority of votes.

In the matter relating to our ex-CEO, Encik Khairudin Rahim, the then Acting President proposed not to extend Encik Khairudin’s contract in the April 2024 council meeting. The council had a discussion, and there was no disagreement. The motion not to extend Encik Khairudin’s contract was subsequently approved by the council.

In the matter concerning our current CEO, Mr. Andrew Lee, the then Acting President proposed appointing Andrew as the new CEO of 4As Malaysia in the May 2024 council meeting. This was necessary given that Encik Khairudin had refused to continue his service despite being paid until June 30, 2024. Again, there was no disagreement. The motion to appoint Andrew as the new CEO of 4As Malaysia was approved by the council. These details are clearly reflected in meeting minutes dated April 1st, 2024 and May 6th, 2024.

3. Claim of constitutional irregularities regarding the 4As “Senior Advisor” position.

The Senior Advisor role is not a fixed position. It was introduced by Mr. Andrew Lee during his tenure as President of the 4As Malaysia in 2017, as Andrew felt he himself could benefit from the counsel of senior leaders.

Since then, Andrew has appointed a Senior Advisor at the start of each presidential term. And our new President, Mr. Tan Kien Eng has also appointed a Senior Advisor. This role is not included in the constitution, as it carries no additional authority or voting rights. The Senior Advisor has the same status as a council member and only advises the President. It is up to the President to decide whether to act on the advice given.

4. Recommended changes to the Constitution and the election protocols.

On the suggestion to make it mandatory to reveal who a proxy votes for, it should be noted that the 4As has had a long held practice of confidential voting. Therefore, a proxy cannot disclose who they are voting for.

In all the above matters, the Association’s Constitution has been upheld and adhered to.

As for the additional suggestions, the Council appreciates the input and will take them into consideration. Should any amendments to the constitution if necessary, they will be proposed and reviewed in due course.

Furthermore, constructive dialogue during Council meetings have always been encouraged. The sharing of views and raising of concerns early in the decision-making process allows us to work more effectively together. While it is natural to have differing perspectives, it’s important that we strive to discuss and resolve matters collaboratively before decisions are finalised.

It is our hope that candidates, regardless of election outcomes, will continue to contribute actively as Council members. Passion, commitment, and the desire to make a difference are not limited to any one role. Leadership and influence often come from consistent involvement and the ability to engage others in shared goals. Staying engaged is a powerful way to champion meaningful change and help shape the future of our industry.

Andrew Lee, CEO, 4As.

PART IV

30 May 2025…

In light of the recent media statement by Mr. Andrew Lee, CEO of the Association of Accredited Advertising Agents Malaysia (4As), we, the undersigned former Council Members who resigned on 28 March 2025, wish to set the record straight and correct several misrepresentations made to the public.

Our resignation was not a reactionary gesture, but a principled response to a sustained breakdown in governance, transparency, and due process. Below, we present a factual, chronological rebuttal — supported by meeting minutes, correspondence, and constitutional clauses — to clarify our position.

1. On Equal Candidate Briefings Ahead of BGM

Claim: All candidates for President and Vice President were given equal opportunity to present themselves before elections.

Fact: While the idea was minuted at the Council meeting on 3 March 2025 — with Dato’ Johnny Mun proposing five-minute presentations per candidate to the BGM floor — there was no formal structure or enforcement ensuring that all candidates had equal opportunity or exposure. All Council members who were nominees were dialling in virtually and when the recommendation was tabled, this was not translated to the ones not attending the meeting in person. If the two external Council members were advised individually, the same should have been done for all nominees. There is no equal platform.

2. On the Departure of Former CEO, Mr. Khairudin Rahim & Council Alignment On The Matter

Claim: Encik Khairudin refused to continue his service despite being paid until 30 June 2024 and the Acting President discussed with the Council on the matter during the April 2024 Council Meeting. Motion not to extend Encik Khairudin’s contract was subsequently approved by the Council.

Fact: Encik Khairudin’s contract, set to expire on 30 June 2024, was unilaterally terminated without Council input on 4 March 2024. This violates Clause 17(b) of the 4As Constitution, which requires Council approval for employment matters. Records on file indicate that Encik Khairudin did not want to overstay his welcome upon being informed by the Acting President and the Senior Advisor his contract will not be extended when it ends 30 June 2024.

He applied for and was officially granted an earlier exit for April 30, with pay up to June 30, by the Acting President. It is factually wrong to say ‘Khairudin had refused to continue his service’.

Khairudin Rahim, Former CEO of 4As Malaysia, added: “At the AGM held on 26 March 2024, I realised I had been misled. Council Members present only found out about my exit when the Acting President announced this news at the AGM. I realised they were not involved nor consulted.”

Furthermore, the claim that Council members were aligned is factually incorrect. Following the surprise announcement at the 26 March 2023 AGM, there are recorded documents citing the Council’s disapproval of the Acting President and Senior Advisor making a unilateral decision without Council approval, thereby breaching Clause 17(b) of the 4As Constitution.

3. On the Role and Appointment of Senior Advisor

Claim: The President had proposed the Senior Advisor role at the beginning of his term to the Council and this was agreed by all parties.

Fact: There is no record of any such proposal in the minutes of Council meetings throughout the President’s tenure for his 2nd and 3rd terms. This was neither discussed nor deliberated.

If the role was intended as official, it should have been recorded, and it was not. In comparison, when Tan Sri Vincent Lee was honoured as 4As Life President in 2012, this was tabled at a Council Meeting and thereafter presented to all 4As Members for approval at an Annual General Meeting. We invite members to refer to Minutes of Meeting from 2023-2025 to note that no discussion was tabled for Dato Johnny Mun to be appointed as Senior Advisor.

4. On the Appointment of the Current CEO, Mr. Andrew Lee

Claim: Mr. Andrew Lee’s appointment as CEO followed due process and Council awareness.

Fact: At no point during the recent term was there a formal proposal minuted to appoint Mr. Andrew Lee as CEO. The role was not tabled for Council deliberation, nor was any resolution passed. There is no evidence of an official hiring process, Council vote, or mandate given.

While Lee had previously served the 4As as its president from April 2017 to September 2023 for three consecutive terms, his transition into the CEO role was informal, unratified, and undocumented — until it was retroactively accepted after it had already taken place. Once again, a unilateral decision without Council approval was made, thereby breaching Clause 17(b) of the 4As Constitution.

To benchmark precedence, Encik Khairudin was invited in 2015 by Dato Johnny Mun, the then President of 4As, to meet with the Council for an interview to ensure he is befitting the role of CEO. The decision to appoint Encik Khairudin thereafter was voted in by the Council and announced to 4As members.

This lack of transparency contradicts the Association’s own constitutional governance and professional standards expected of all agency leadership appointments.

5. On Proxy Voting Procedures

Claim: We requested proxy holders disclose their votes, thereby breaching confidentiality.

Fact: No such request was ever made. We advocated only for proxy givers to indicate their voting intention on the form — a common best practice to ensure election transparency, not to compromise confidentiality. This would have upheld the spirit of democratic integrity within the association. We are recommending that this is tabled during the next AGM/EGM so that the elections and Constitution can be revised accordingly.

Call To Action: Restoring Trust In Our Industry Body

This is not merely about Council politics. It reflects a deeper systemic breakdown that threatens the credibility of the 4As as a professional and democratic body. The Association’s strength has always come from its integrity — not its hierarchy.

We therefore propose the following:

Independent Governance Audit

Commission a third-party legal and governance body to review all constitutional breaches since 2023.

Recommend changes to the Constitution and the election protocols.

Implement clearer, more secure protocols where proxy givers are empowered to state their preferences transparently. Especially on making it mandatory for those who choose to appoint a proxy, to specify who and the agency they wish to vote for instead of delegating this decision outright to the proxy holder. To announce how many proxy votes on voting day.

Reaffirm Council Oversight

Reinforce clauses ensuring Council, not individual office bearers, holds power over appointments and constitutional matters. Draft a Governance Charter that limits overreach and reinstates the Council’s role as a check-and-balance system.

Deliberate the need (or not) for the fixed role of “Senior Advisor”

If deemed needed to clearly state what the role is as compared to the role of a President, Vice President and a Council member.

Deliberate the need (or not) for a maximum 2 continuous terms for President and Vice President.

What is the gap period before being eligible to be a candidate again for these positions.

Deliberate the value (or not) of rotating “Organizing Chairpersons”

Applicable to all major 4As annual competitions amongst Council members, including but not limited to the Putra Brand/Aria Awards, Kancil Awards, Effie Awards.

With integrity,

Irene Wong (Grey), Joyce Gan (Fishermen Integrated), Nizwani Shahar (Havas), Yee Hui Tsin (TBWA).