Malaysia Advertisers Association unveils new leadership roster for new year term

Kuala Lumpur, Malaysia – The Malaysia Advertisers Association (MAA) has announced new leadership appointments for the 2025–2026 term, reflecting its efforts to broaden representation and strengthen its role within the country’s advertising ecosystem.

Hassan Alsagoff, regional head of loyalty & marketing at Grab, has been elected vice president. He joins new council members Abdul Sani Abdul Murad, group chief marketing officer at RHB, and Diana Boo, chief marketing officer at Boost. The new additions represent a wider mix of sectors as the association seeks to align with evolving market dynamics and the increasing influence of technology-driven companies in advertising.

Alsagoff will continue to lead the Tech Partners committee under the Engage pillar, working on closer collaboration between advertisers and technology platforms. He has held regional responsibilities at Grab since 2019, building experience in digital innovation and customer engagement.

In a statement on his appointment, Alsagoff said: “For a long time, MAA was shaped mainly by FMCG voices, but the industry has changed. With technology companies now contributing significantly to advertising expenditure, which reached about RM 6.1 billion in 2024, it’s important their perspectives are part of the conversation. My appointment as Vice President reflects this shift, and I’m committed to helping MAA build stronger bridges between advertisers and technology platforms while preparing the next generation of marketers for what’s ahead.”

Abdul Sani’s inclusion adds further senior-level marketing expertise from the banking sector. He commented: “The advertising industry is at a critical juncture where diverse voices need to be heard. I hope to bring a different perspective to the table and contribute to building a more inclusive and impactful MAA.”

He also added: “Having spent years across different facets of marketing, I believe every industry brings unique insights that can strengthen how we connect with audiences. I look forward to contributing these experiences towards MAA’s efforts in building a more relevant and responsible advertising landscape.”

Boo’s appointment underscores the rising presence of digital-first companies within Malaysia’s advertising industry. She has helped drive Boost’s expansion as a fintech and digital banking brand.

“It’s important that digital-first companies are part of the conversation as advertising continues to evolve. I’m excited to join the Council and work with industry peers to ensure that innovation and inclusivity go hand in hand,” Boo said.

MAA President Claudian Navin Stanislaus described the appointments as reflective of the industry’s changing needs.

“Hassan, Sani and Diana each bring unique perspectives that reflect the industry’s diversity and momentum. Their leadership will be vital as we work together to ensure the MAA continues to be relevant, as the voice of an industry that’s in perpetual transformation.

“For us, leadership is not about clinging to the past while politely nodding at the future. It is about handing the reins with trust, and the reassurance that experience will always be there to support… but never to hold back.

“Too often, energy is wasted holding the room still, while the world outside is spinning. It must instead be channelled into empowering new voices to lead, so the association stays true to our members, the industry, and the nation.”

Alongside the leadership renewal, MAA is shifting its delivery of industry insights from physical events to digital platforms. The association previously explored co-hosting an insight-sharing event with global tech partners but opted against proceeding due to event fatigue in the marketing sector and large-scale restructuring in the technology industry. It will instead focus on digital content to improve accessibility for members.

MAA is also looking to engage smaller technology players and strengthen collaboration with academic institutions to better prepare graduates for the marketing profession.

“We believe this shift will benefit all marketers, especially smaller players who often face greater challenges in gaining visibility and access. By focusing on digital content and new initiatives, MAA can provide more inclusive support and ensure that every voice has a place in shaping the industry,” Alsagoff said.

The leadership changes and increased emphasis on digital platforms mark a strategic repositioning for the association as it seeks to better represent a diversifying advertising landscape.