Based in Singapore, Pang will oversee the company’s regional strategy, commercial execution and expansion efforts across Southeast Asia. Her appointment comes as Milieu Insight continues to build out its leadership bench in key markets.

Pang brings more than two decades of experience in consumer insights and market research. Over the course of her career, she has held senior leadership roles at global research and consulting firms, where she led regional teams and strengthened quantitative and strategic research capabilities. She has also advised brands in the finance, hospitality and consumer goods sectors across Asia.

At Milieu Insight, Pang will be responsible for Southeast Asia’s commercial performance and market expansion. The company said she will also act as a link between clients and its product, platform and delivery teams, translating market needs into new solutions.

Commenting on the appointment, Sundip Chahal, group CEO of Milieu Insight, said, “Cindy’s appointment marks an exciting milestone for Milieu Insight as we strengthen our ongoing commitment to Southeast Asia. She brings the kind of leadership we need at this stage of our growth.”

He added, “With a sharp commercial mind, a genuine passion for insights, and the regional expertise to nurture client relationships, I am confident that together, we will steer our market presence to the next level.”

Pang’s appointment follows the recent addition of Gaurang Kotak as Chief Operating Officer and forms part of Milieu Insight’s broader effort to reinforce its executive team. The company said the expanded leadership structure is intended to support sustained growth across Southeast Asia, alongside its UK and US markets, as it enters its next phase of development.

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The new commercial is more than just an announcement—it’s a bold statement of intent. It highlights SMBC Indonesia’s mission to empower all Indonesians, from entrepreneurs and businesses to individuals striving for a brighter future.

Directed by Seven Sunday’s RLV, the film uses symbolic imagery to vividly capture the evolution of SMBC Indonesia, ensuring the message resonates on a deeper, more emotional level.

“This project was about more than just a rebrand. It was about evolution, about carrying forward the trust and legacy of BTPN while introducing a new era of possibility. Every shot was crafted to symbolise progress, resilience, and the limitless potential its customers possess,” RLV said. 

With the launch of SMBC Indonesia, the brand entered a new phase, redefining its role as a modern financial institution. The rebrand marks a significant step toward the future.

Afeeq Nadzrin, executive producer at Seven Sunday Films, commented,  “The transition from BTPN to SMBC Indonesia is a defining moment. Our goal was to blend storytelling with innovation, delivering a piece that not only informs but inspires.”

“As SMBC Indonesia embarks on this new chapter with advanced financial solutions and a renewed focus on empowering communities, the bank is ready to support the country in navigating the ever-evolving economic landscape. The campaign is a bold declaration that SMBC Indonesia is here to shape the future,” added Nadzrin.

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Co-directed by Paul Moore and Zacharia Lorenz, the campaign positions the Realme C75 as the ideal companion for on-the-go individuals working in physically demanding or field-based roles. The commercial underscores the phone’s worry-free waterproof, drop-proof, and shatter-proof features, built to withstand even the most amusing mishaps.

The ad, filmed in Ho Chi Minh City, Vietnam, used Phantom high-speed cameras and motion control rigs to capture every action-packed moment. Slow-motion shots brought the characters’ humorous reactions to life. Produced by Vantage Pictures, the campaign offered a cost-effective solution for the diverse locations needed to tell its vignette-style stories.

Speaking about the campaign, co-directors Moore and Lorenz said, “We put the C75 through the wringer! It handled anything from being run over by a motorbike to diving into a boiling hotpot or spinning around in a washing machine! ”

Executive producer James Duong added, “Vietnam has become the next advertising production hub of APAC with full-scale production at a fraction of the costs in many countries. Our production team in Ho Chi Minh City proved to be a very efficient choice for the diverse locations needed to convey these stories. We were able to shoot the whole 60-second spot in just two days with numerous location moves and set builds.”

For the film’s music, the campaign enlisted Two AM Music to create a sound that perfectly matched its vibrant and energetic tone.

“From the first briefing, we knew Paul and Zach meant business when it came to the music. The vocals had to lead the film’s message, so we all agreed to push for something addictively sticky. They gave us lots of creative freedom, so we went wild with vocal effects and deliveries,” said Oliver Stutz, audio director at Two AM Music.

The campaign is currently airing in key markets including China, Indonesia, Vietnam, India, Mexico, Egypt, and Brazil.

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The new appointees are Ryan Sandilands, the first commercial director of APL; Rob Nolan, the new head of marketing and data operations function, and Stacey Knox, the new executive member of the marketing team.

Sandilands brings his 20 years of experience in the sports and entertainment industry to the agency. He previously led commercial growth and strategic planning for companies such as Cirque du Soleil, Women’s Tennis Association, and City Football Group, as well as AEG. Sandilands will now be responsible for supercharging the commercial and operational capabilities of APL and club commercial teams.

Meanwhile, Nolan comes with 20 years of global marketing experience, working with companies such as Kayo Sports, News Corp, and iflix. He previously built data capability with data agency Digital Alchemy to fuel growth, done in collaboration with various telcos, such as Virgin Mobile, Vodafone, and O2. Nolan will now lead the marketing and data operations function of APL, and will attempt to engage football fans on a one-to-one basis. 

Along with Sandilands and Nolan, Knox also joins the APL marketing team. She will be responsible for transforming the agency’s operational capability to ready the execution of APL’s direct-to-consumer strategy. Knox brings with her over two decades of experience in global marketing organizations and agencies, previously working with Coca-Cola, News Limited, and Inchcape, as well as a coach and mentor to industry bodies and not-for-profit organizations.

According to Ant Hearne, the chief commercial officer of APL, “This team is here to innovate and supercharge the commercial and marketing capabilities of the APL, as we realize our reinvention as a leading football entertainment company. We’re seeing the most entertaining football on the pitch and it’s our job to take that directly to fans with a world-class fan experience and content offering.”

The agency has also announced other new hires, namely Danny Townsend, the new managing director, and Michael Tange, the new digital director, as well as Tracey Scott, the new deputy commissioner in the APL leadership group.

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