Kuala Lumpur, Malaysia – Public relations and integrated communications agency Citrine has announced the return of its founder, Ivlynn Yap Cheng Theng, to take on the role of group executive chairman, ushering in a new era of innovation and growth.
The strategic appointment marks a new chapter for the agency, fueled by Ivlynn’s visionary leadership and a shared commitment to propelling Citrine to greater heights. Her return to Citrine signifies a renewed focus on fostering a culture of commitment, collaboration, and continuous improvement.
Ivylynn brings with her over 30 years of experience as a seasoned industry professional. She is renowned for her sharp strategic thinking, practical approach, and unwavering commitment to client success.
Her extensive experience and proven track record within the communications industry will be instrumental in shaping the agency’s future trajectory by offering a broader scope of integrated communication services while cementing the agency’s renowned expertise in crisis communication and reputation management.
The agency acknowledges the importance of effective environmental, social, and governance (ESG) communication strategies. Under Ivlynn’s leadership, Citrine is committed to providing communication support and advisory services to companies as they navigate and promote their ESG initiatives, leveraging Ivlynn’s crisis communication expertise and governance experience.
Prior to her homecoming, Ivylynn served as the head of the corporate communication department at Perbadanan Insurans Deposit Malaysia (PIDM) from April 2021 to March 2024.
Her 3-year tenure at PIDM instilled in her a deep understanding and appreciation of compliance, risk assessment, and good corporate governance principles and practices. Combining this with her ongoing pursuit of a Master of Science in Economic Crime Management at HELP University positions her well to support clients with their ESG communication strategies.
“We observe that ESG standards and regulations are increasingly becoming a permanent fixture in how organisations run and operate their businesses. In most cases, companies are noted to lack robust strategic communications plans and crisis preparedness strategies that align with their ESG practices. At Citrine, we offer tailored communication and advisory services to empower companies to uphold transparency and cultivate authentic sustainability practices. Our goal is to ensure that companies effectively navigate the complexities of ESG while fostering genuine connections with their stakeholders,” Ivylynn explained.
On empowering talent and igniting innovation, Ivylynn emphasised the significance of collaboration in achieving Citrine’s ambitious goals. She envisions fostering a dynamic environment where diverse perspectives are valued and creative ideas are nurtured.
As she takes on the leadership role in the agency, Citrine will actively invest in its team’s professional development, ensuring they possess the skills and knowledge to navigate the complexities of the modern communications landscape.
Citrine has carved a prominent niche in the communication landscape, and its extensive network of affiliate agencies, strategically positioned across seven locations—Singapore, Indonesia, the Philippines, Australia, Thailand, India, and the UAE—enables it to provide comprehensive communication solutions on a global scale.
Commenting on her appointment, Ivylynn said, “I’m incredibly honoured to rejoin Citrine at this pivotal moment. The agency has a remarkable foundation built on a commitment to providing practical solutions and meeting client expectations. I’m energised to collaborate with our talented team to propel Citrine to even greater heights. Together, we will leverage the power of strategic communication to empower our clients to thrive in an ever-evolving communications landscape.”
She added, “Citrine has always embraced a global mindset. Our network of affiliate agencies allows us to offer our clients a truly international perspective. Looking ahead, we plan to strategically expand our network, reaching new markets and forging stronger partnerships across the globe.”