Kuala Lumpur, Malaysia – Media agency Trapper Group has appointed Erwin Goh, former business director at dentsu X, to assume the role of general manager for its media brand arm, SEED.
SEED, which was previously known as a content-centric company, is now a full-service agency that offers integrated thinking and media solutions to its clients. It will be a creative-led media agency, closely working with clients and agency partners to deliver business results on campaigns.
With the appointment, Goh will be focusing on building a team to grow SEED’s clients’ business. He will also be developing digital-ready marketing and media solutions that will solve clients’ business challenges and impact revenue. This is in line with its sister brand, Trapper’s DNA of being ‘The Growth Engineers’.
Prior to joining Trapper’s SEED, Goh had more than 14 years of experience in the industry across integrated media solutions for various local, regional, and global clients. He has previously worked with brands such as AirAsia, Honda, and Heineken, as well as The Walt Disney Studios, among others.
“I’m looking forward to being part of the growth team in Trapper Group, to propel client’s business despite these trying times. We need to constantly challenge the status quo, quickly adapt and be on the lookout for new opportunities. I’m more than honored to help build SEED’s capability to be the new market challenger,” said Goh.
Meanwhile, Sue-Anne Lim, the CEO of Trapper, commented that Goh comes with a proven track record in developing client and inter-agency partner relationships, as well as growing brands and businesses.
“We are very excited to reintroduce SEED to the market as a creative-led media agency. Pandemic or not, we are constantly looking for ‘sprinters’ who are helpful, humble, and hungry. Erwin will add substantial value to SEED and steer the brand towards greater revenue share, alongside Trapper,” she said.
Trapper’s Chairman and Co-founder Sivanathan Krishnan said that hiring Goh fits exactly into the group’s future-forward goal as he has the right professional attributes in operations, communication, business experience, and leadership abilities to successfully execute on the SEED’s strategy and deliver financial performance.
“SEED is a young communications agency within the group, founded with very high ambitions. Its strength lies in the fact that it is a challenger brand with deep digital expertise that is focused on delivering value for clients. It will not be handcuffed to tried and tested methods, instead employ an innovative and experimental approach to solving problems,” said Krishnan.
Earlier this year, Trapper unveiled a company-wide brand transformation, which is the first time ever since its founding in 2001. This move marks 2021 as the group’s important 20th-year milestone.
