Tag: Universal McCann

In an industry flooded with noise, UM is that rare signal: clear, confident, and powered by what it calls its secret weapon—heart. Whether they’re launching bold ideas into new markets or helping legacy brands find fresh relevance, UM operates on a philosophy that’s as human as it is high-impact: breakthrough work begins with breakthrough people.

With roots deep in insight and eyes fixed firmly on innovation, UM crafts campaigns that don’t just reach people, but resonate. This is especially important when talking about in the Asia-Pacific context, including Malaysia–a region that thrives in the balance between cultural diversity and continued advancement in the digital economy.

For our latest Agency Leadership Decoded series, MARKETECH APAC recently spoke with Sue-Anne Lim, chief executive officer at UM Malaysia, to unpack the guiding philosophies, cultural shifts, and strategic milestones that have shaped UM’s next chapter—one that’s rewriting the rules of what it means to lead an agency in a post-pandemic, AI-charged world.

Leadership built on trust, seasons, and clarity

Lim’s approach to leadership isn’t just tactical—it’s deeply philosophical. She describes authenticity as the foundation of her leadership style, especially in high-pressure environments like media and advertising.

“In a high-pressured environment like ours, trust isn’t a luxury, it’s a necessity,” Lim shares. “Authentic relationships create safe spaces. And only in safe spaces can people make mistakes, learn, and grow. This creates the kind of culture that fuels personal accountability and team resilience.”

She further explains her guiding principle: the 4 Seasons. “I believe in what I call the ‘4 Seasons Principle,’ which gives people and challenges time to evolve. Every season brings about change—be it in dynamics, outlook, or energy. Leadership is about withstanding that cycle, giving space for growth and changes, and staying the course while aligning everyone to a shared ambition.”

But for Lim, strong leadership also requires strategic courage. “You will not please everyone, and that’s okay. What matters is clarity of purpose. If we are clear about who we are, what we value, and the business outcomes we want to drive, people will either align, or they’ll move on. That too is progress.”

Building a culture of heartworkers

At UM, cultural identity is more than an HR initiative—it’s the backbone of the agency’s success. Lim spearheaded the introduction of Heartworker as the agency’s cultural DNA. It’s a term that encapsulates more than effort—it signals intent, care, and commitment.

“We created ‘Heartworker’ as our identity. It’s not a label; it’s a standard,” she explains. “In this high-stakes, multi-stakeholder business, you don’t survive by talent alone. You survive because you care enough to go the extra mile—for the work, the client, and each other.”

In addition to cultural alignment, Lim places high value on personal connection. “I spend time with every team member to give and receive feedback,” she says. “To remind them that the best place to work is the one where you decide to make a difference.”

This people-first philosophy is paired with a strong sense of ambition. UM Malaysia’s internal rallying cry is Breakthrough—a vision for both clients and employees. “Whether it’s helping brands move beyond stagnation or enabling our people to achieve something life-changing that they couldn’t anywhere else,” Lim says, “we want UM to be the place where real progress happens.”

From trust-building to operational reinvention

Stepping into her role as CEO came with expected challenges—but Lim tackled them with empathy and intent. “The toughest part of stepping into a new leadership role is earning trust. This goes both ways. People don’t know your intent, and you don’t yet know their rhythm. Chemistry is not a given; it must be built.”

To address this, she met with everyone at every level of the agency. “I made it a priority to meet everyone—from our most junior staff to my right-hand team—so that we can co-author our way forward.”

One of her first moves was redefining UM’s identity with the Heartworker ethos, then aligning it to a modernized operating model. “We have the tools,” Lim notes, “we just needed to make sure we’re using them like a world-class kitchen, serving consistently excellent work.”

She also led a strategic reset to prepare UM for future growth. “This reset required us to detail where growth will come from in the next three years. We know the spaces to play in, and we have a gameplan to diversify our capabilities to match these new revenue streams.”

Real milestones, real progress

Under Lim’s leadership, UM Malaysia has achieved results that are both measurable and meaningful. In just six months, the agency reached a remarkable 87% conversion rate—a clear indicator of client trust and internal alignment.

“That’s a testament to client trust and team tenacity,” Lim emphasizes. “It’s not something we take for granted, and we know we must keep earning it every day.”

But growth at UM is also about legacy-building. One of the agency’s proudest accomplishments is the launch of PRISM, a proprietary media school created in-house. “It’s built on a dual philosophy: half old-school media discipline, half future-facing innovation,” she explains. “Run by seasoned media professionals and digital futurists, PRISM is our way of building talent for tomorrow, while respecting the fundamentals that still matter today.”

Redefining leadership in the age of disruption

Asked what advice she would offer the next generation of advertising leaders, Lim pulls no punches.

“Don’t say, ‘It’s just business.’ Because once you do, you’ve given yourself permission to disconnect from doing what is right,” she says. “Leadership isn’t about ego or authority, it’s about accountability. Be the one who stays back to fix the problem. Be the one who takes responsibility when it’s messy. That’s how trust is built. That’s how culture is shaped.”

Lim adds that agility, self-awareness, and hands-on problem-solving are no longer optional. “Advertising is not what it used to be. The pace of disruption is monthly, and the demands are shifting constantly. Future leaders must embody agility, embrace lifelong learning, and have the courage to do what is difficult.”

She leaves with a final call to action: “Be very focused on creating value. And when in trouble, roll up your sleeves. Nothing builds credibility more than leading by example.”

***

With its fearless embrace of culture, clarity, and care, Universal McCann Malaysia—under Sue-Anne Lim’s leadership—isn’t just responding to disruption. It’s defining what breakthrough looks like in the modern marketing era. And it’s doing so with heart, every step of the way.

Geopolitical concerns dominate the news, but in the Asia-Pacific region, a more subtle yet significant shift is taking place: Consumers are taking control. Driven by a desire for authentic and reliable information, consumers across APAC are actively reshaping their relationships with brands and media, moving away from traditional sources they no longer fully trust.

The 2024 Edelman Trust Barometer underscores this trend, revealing that 64% of APAC residents believe journalists and reporters are deliberately misleading – a higher level of distrust than they hold for government or business leaders (59%). This proactive stance is particularly evident in Malaysia, where a remarkable 75% of the population distrusts media sources, signaling a region-wide demand for transparency and genuine connection.

In response, some institutions are trying to rebuild credibility. Singapore’s largest media network, SPH Media Trust, set up a dedicated fact-checking service aimed at combatting misinformation and positioning itself as a trusted source of truth. However, these efforts to reinforce institutional trust face an uphill battle as consumers increasingly seek alternative sources. This declining trust in traditional media is driving people to more personalized media havens: Channels that are digestible, personality-driven, and emotionally resonant. People are increasingly choosing opinionated commentary over impartial reporting, turning to creators that they feel understand them.

One of the clearest examples of this shift is the rise of comedy as a cultural barometer. In Malaysia, Nigel Ng, the stand-up behind the viral Uncle Roger persona, has expanded his comedic empire globally with a new sitcom in development at ABC Signature. Fellow Malaysian comedian Kavin Jay, known for his unapologetic humour and cultural commentary, had a Netflix special that ranked among IndieWire’s top 10 comedy specials.

In India, comedians like Varun Grover and Vir Das continue to tackle taboo and political topics through humour, drawing strong Gen Z and Millennial audiences seeking authenticity and boldness in commentary. In China, the relationship between feminist comedian Yang Li and brands that mainly target men resembles a public stress test for the limits of expression.

During the “Double-Eleven” shopping festival, Yang Li’s satirical remarks on a livestream sparked backlash from male audiences. The topic “Has Yang Li gone too far?” garnered over 2 million views on Zhihu, China’s Quora-like platform, with over 1,500 user posts. This highlighted the volatile intersection between creator voices and public opinion.

This craving for authenticity extends well beyond comedy into the continued success of podcasts. Across the region, and particularly in Australia, long-form audio is thriving. Daily news briefings like ‘The Quicky’ and ‘The Briefing’ by Mamamia, are redefining accessible current affairs. Sports and pop culture podcasts led by personalities like Hamish & Andy and John Graham attract massive listenership by combining entertainment with a trusted perspective. The pattern is clear: Consumers are moving from institutional commentary to conversational intimacy.

This preference for authenticity is also reshaping how people evaluate platforms themselves. Australia’s relationship with tech companies has become increasingly complex. In 2024, the country introduced a landmark ban on social media access for children under 16 to prevent exposure to toxic content, with Prime Minister Anthony Albanese declaring: “Social media is doing harm to our kids and I’m calling time on it.” In parallel, the government mandated that digital platforms pay for credible journalism, a strong defence of editorial independence. Still, creator-led credibility continues to rise, with 31% of Australians now citing celebrities and influencers as their primary news sources.

Yet, analogue media’s quiet resurgence should not be overlooked. In tightly regulated environments like China, state-run newspapers remain among the most trusted sources. In Japan, Nikkei is actively modernising its positioning, targeting younger readers with campaigns that promote its journalism as a tool for career growth. In December 2024, e-Nikkei became the first digital news outlet in Japan to surpass 1 million paid subscribers, a 13% year-over-year increase. This signals a renewed appetite for premium, trusted content.

All of this unfolds against a backdrop of intensifying digital deception. Across APAC, fraud incidents involving deepfake images or videos rose by 1,530% between 2022 and 2023, making it increasingly difficult to distinguish reality from fabrication. In this environment, trust is fragile, and signals of legitimacy are more important than ever. A recent Twilio survey found that 70% of APAC consumers are more likely to trust a brand’s communication if it includes a verification badge, and 57% say that branded text messages improve trustworthiness.

Ultimately, as the media landscape fractures, power is shifting toward tailored media ecosystems that feel more human and emotionally safe. For brands, this moment demands a fundamental shift in strategy: To move beyond traditional advertising and embrace personality-led insights, long-form storytelling, and content that resonates deeply, not just broadly.

In a post-trust environment, it is not just about truth; it is about relevance and resonance. Brands must become active participants in the conversations that matter to their audiences, collaborating with trusted creators and investing in platforms that prioritise authenticity and transparency. The future belongs to brands that can navigate this fragmented landscape with agility, empathy, and a genuine commitment to building trust.

This thought leadership piece is written by Aditya Kilpady, Regional Strategy Director, UM APAC

The insight is published as part of MARKETECH APAC’s thought leadership series under What’s NEXT in Marketing 2025, a multi-platform industry initiative which features marketing and industry leaders in APAC sharing their marketing insights and predictions for 2025 and beyond.

Australia – UM Australia has announced the appointment of Lisa McMillan as managing director, government, responsible for leading the agency’s work across the Australian Federal Government and ACT Government accounts. 

McMillan’s remit includes strategic leadership of UM’s Government practice, overseeing the Federal and ACT Government accounts and guiding a national team of over 80 specialists in policy-driven media communications and public sector engagement.

With more than 20 years experience, McMillan is a seasoned leader in media, marketing and communications strategy. She has served as a trusted advisor to major organisations navigating complex regulatory and public interest environments.

She is currently the chief client officer at M+C Saatchi Group’s Bohemia and previously held senior roles at Starcom and Spark Foundry, working with global and national brands including Procter & Gamble, Mondelez, Mars Wrigley, and Brown-Forman. 

Throughout her career, she has consistently driven impact through strategic communication connecting with diverse communities and stakeholder groups.

Anathea Ruys, CEO at UM Australia, said McMillan’s appointment reflects the agency’s commitment to deepening its partnership with government clients and continuing to deliver impactful, community-focused media solutions. Lisa brings a unique blend of strategic leadership, commercial nous and a deep understanding of navigating complex organisational structures.”

She added, “She’s led teams through fast-paced and high-pressure environments, and is passionate about media’s role in shaping informed, inclusive communities. We’re delighted to have someone of her calibre lead UM’s Government work.”

Meanwhile, McMillan said she is honoured to lead UM’s Government practice, partnering with the Australian and ACT Governments on communication strategies that inform, engage and serve the public.

“It’s a privilege to work with clients who shape public policy and deliver essential services to Australians every day. The media landscape changes so rapidly, and government communication needs to balance attention, responsiveness and integrity within that challenging environment,” she said.

McMillan added, “I’m excited to lead UM’s talented team as we deliver data-informed, people-centric media solutions that support national priorities and public trust. I’m looking forward to delivering meaningful outcomes for our government partners.”

Based in Sydney, McMillan commences in the role on June 30th and reports directly to Anathea Ruys. She replaces Brett Elliott, who left earlier this year.

Kuala Lumpur, Malaysia – Universal McCann (UM) has been appointed as the media agency of record (AOR) in Malaysia for energy drink brand TCP Red Bull Malaysia. The appointment began in March 2025, and is set to run until February 2027. 

UM’s remit includes all media duties such as strategy, planning, buying, research, and data and analytics for TCP Red Bull across Malaysia. This news comes following a competitive pitch review. 

Sue-Anne Lim, chief executive officer at Universal McCann Malaysia, said, “TCP Red Bull Malaysia isn’t just a brand; it’s an icon that embodies the relentless pursuit of innovation, peak performance, and boundless creativity. We are beyond excited to fuel TCP Red Bull Malaysia’s journey with our transformational ‘Full Colour Media’ capabilities, which embraces the differences, uniqueness, and nuance of brands.”

She added, “This partnership marks an electrifying new chapter for TCP Red Bull media strategy in Malaysia, as we aim to amplify its vibrant and adventurous spirit, making an indelible mark on the cultural landscape.”

Meanwhile, Adelene Tay, head of marketing at TCP Red Bull Malaysia, commented, “Red Bull is synonymous with pushing boundaries, embracing bold ideas, and constantly seeking new frontiers. In UM, we’ve found a media partner that not only matches our ambition but also brings a game-changing blend of strategic thinking, sharp insights, and innovative solutions to the table to help us continue to captivate and energise our consumers. Together, we’re looking to propel the TCP Red Bull Malaysia brand to even greater heights.”

This mandate appointment follows UM’s recently launched Full Colour Media, whose approach is designed to lead a renaissance of media in the intelligence era, as it recognises that, in order to truly drive growth and efficacy, and to combat the threat of blandness, brands first need to find their unique, complex and nuanced patterns.

Kuala Lumpur, Malaysia – IPG Mediabrands’ media agency Universal McCann (UM) has launched ‘BrandSync360’, a proprietary brand performance tracker designed to address the evolving needs of modern marketing.

With ‘BrandSync360’, the platform empowers brands with the tools to monitor, measure, and optimise their communication activities with unprecedented precision and clarity, bridging the gap left by traditional brand health trackers that struggle to keep pace with today’s dynamic marketing landscape.

Sue-Anne Lim, chief executive officer at Universal McCann Malaysia said, “In a world where consumer behaviour is constantly evolving, brands need tools that can keep pace, with real-time insights for them to make informed decisions and stay ahead of the competition. Traditional brand health trackers often fall short, lacking the agility and comprehensive data needed to effectively guide strategic planning and campaign optimisation.”

She added, “BrandSync360 fills this critical gap, providing a continuous stream of actionable data that enables brands to understand brand health in real-time, to gain a deeper, more nuanced understanding of what impacts brand perception and resonance. This allows for precise optimisation of marketing spend, maximising ROI and achieving better campaign outcomes.”

‘BrandSync360’ also offers continuous, near real-time brand performance tracking for immediate campaign monitoring and adjustments, providing monthly reporting with expanded audience segmentation and behavioural insights for a holistic view of brand performance. Near real-time dashboards provide easy access to critical data, empowering quick decision-making. The robust data provided serves as a solid base for future advanced analytics, enabling deeper investment insights.

Sue-Anne adds, “BrandSync360 is the first step to enhanced strategic planning. A strong foundation of data can be handy for predictive analytics to inform future marketing strategies and investments, improving communication efficiency by streamlining processes and achieving better results through data-informed adjustments.”

“This is more than just a tracking tool; it’s a strategic partner for brands striving for data-driven excellence. By providing continuous, comprehensive, and actionable insights, we can empower brands to not only understand their current performance but also proactively shape their future success,” she concluded

BrandSync360 launches with a client event and demonstration on 25 March this year.

Kuala Lumpur, Malaysia – Local bottled water manufacturer Spritzer has appointed Universal McCann as its media agency of record. The mandate officially commences on February this year.

UM’s remit will encompass all media duties including strategy, planning, buying, research, and data and analytics for Spritzer. The news comes following a competitive pitch review which commenced in November 2024.

Sue-Anne Lim, chief executive officer at Universal McCann said, “Spritzer is a trailblazer in the Malaysian bottled water industry, with a strong commitment to innovation, sustainability, and delivering delicious hydration solutions.”

She added, “Likewise, UM has always been at the forefront of where opposites meet – analytics and creativity, data and content, science and art – able to deliver with a full spectrum of services in between. We are excited to marry our expertise to support Spritzer as a brand leader in this market and have great things in mind for this partnership.”

Meanwhile, Shiao Chan, head of marketing at Spritzer, commented, “UM has exceptional creative thinking and innovation at its very heart. They understood the task at hand, and demonstrated a keen understanding of our brand to develop a strong strategy that clearly demonstrates growth and business impact.”

She added, “This left and right brain thinking on how media and creative comes together, hand in glove, is what we were looking for. We look forward to building on this collaboration to help us propel our brand into its next chapter of growth.”

Kuala Lumpur, Malaysia – In conjunction with World Happiness Day last March 20, Munchy’s Cream-O has developed a campaign with Universal McCann (UM), the global media agency network of IPG Mediabrands, celebrating the occasion with joy. 

The Munchy’s Cream-O Happiness Box campaign, as part of the Munchy’s Cream-O Choco Happiness ONz Movement, aims to connect with individuals at Ramadan bazaars around the Klang Valley to plant seeds of happiness to all Malaysians.

Over the campaign period, Munchy’s Cream-O will be stationed at selected Ramadan bazaars, including the now iconic Stadium Shah Alam Bazaar that is a popular spot for Ramadan fare. 

Upon registration at the Munchy’s Cream-O booth, individuals have a unique opportunity to nominate a loved one to receive a special Happiness Box of Munchy’s Cream-O goodies, delivered through a special collaboration with foodpanda.

Talking about the campaign, Rina Low, managing director of UM Malaysia, said, “Ramadan is a time of shared bonds between family and friends. It is also a time to acknowledge the special connections in your life, to spread kindness, love and happiness. In coming up with the Happiness Box, we thought, what better symbol of happiness than chocolate, that instantly lifts the spirit.” 

“The campaign also elevates the happiness quotient by connecting with the selfless act of giving to another, rather than receiving, and we are incredibly happy to collaborate with foodpanda as a delivery partner,” she added.

Meanwhile, Karen Ong, senior marketing director at URMunchy’s, commented, “Munchy’s Cream-O is on a mission to plant the seed of happiness everywhere we go, so happiness can grow bigger and better. UM has found a creative way of translating this idea with purpose, and we are extremely excited for Munchy’s Cream-O to connect with Malaysians in this personalised way. 500 Munchy’s Cream-O Happiness Boxes will be delivered over a five-day period from today onwards and we hope this delivery of joy energises the mood of everyone this Ramadan.”

Kuala Lumpur, Malaysia – Universal McCann (UM) in Malaysia has named Sue-Anne Lim as its new chief executive officer. Her appointment officially takes effect on January 1, 2024; and officially replaces the interim management following Audrey Chong’s departure from the agency.

Sue-Anne has a total of 20 years’ experience in designing growth strategy for business and brand transformation, having worked with established MNC and GLC brands, with experience spanning multiple verticals. 

She has first-hand experience in post-merger cultural integration and raising business value for acquisition, and previously held roles at Trapper, Clear KL (part of M&C Saatchi Global Network), and Dentsu Aegis Network.

Speaking on her new role, she said, “I am excited to join UM and be part of this incredibly dynamic team. I’m here to build a solid business and a brand that people love, trust and respect, while ensuring that UM fulfils its pledge to be future-ready for our people, communities, and clients. It’s crucial for us to stay in tune with current trends, as they not only shape how people work, live, and engage, but also defines what matters most to them now and for the future.”

She added, “UM aims to be a trusted marketing partner that helps clients predict and create innovative strategies to not only protect existing business value, but also discover new opportunities. We cannot avoid economic and industry headwind, but we can prepare ourselves and our clients for it, and together, we will thrive towards the future, despite all uncertainties.”

Meanwhile, Bala Pomaleh, chief executive officer of IPG Mediabrands Malaysia said, “Sue-Anne is a welcome addition to the Mediabrands executive leadership team. Her strong capabilities in leading clients into growth spaces, strategic branding and marketing, and keen experience across data, tech and business transformation hold her in good stead as we look to build on UM’s future growth momentum. She is uniquely suited for this role given her ability to unite talents and deep relationships in the industry, and we look forward to her driving more success for the UM brand.”

Lastly, Kasper Aakerlund, President of UM APAC, commented, “I am pleased to welcome Sue-Anne to the UM network. She is an accomplished executive with a proven track record of success. I am confident she will help propel UM Malaysia to even greater heights as we navigate an ever-evolving landscape for our clients.”

Kuala Lumpur, Malaysia –  Dentsu Malaysia has announced the appointment of Audrey Chong as its new CEO effective October 1, 2023. Chong will be taking over from Kien Eng Tan who will be retiring after having served as CEO since February 2021.

Previously having been the CEO of Universal McCann Malaysia, Chong brings 25 years of industry experience across media, creative, strategy and digital marketing with in-depth understanding and expertise of the Malaysian market. 

In her role, she will be responsible for growing and continuing the business transformation journey whilst driving integration across practices. Her perspective on building an agency model that delivers on clients’ needs will see new opportunities and growth.

Speaking on her own appointment, Chong said, “I look forward to joining dentsu Malaysia and foresee exciting times ahead. I strongly believe in dentsu’s strategy and the direction they are moving in, with new products, integrated servicing, and innovation to meet the market’s needs. They have strong momentum off the back of some significant market wins, and I believe Dentsu is poised to break away from the pack and build new growth and industry opportunities. 

Sanjay Bhasin, CEO of dentsu Southeast Asia commented, “I really wanted a hands-on practitioner who understood the market challenges and nuances; someone who could build upon the wins and momentum Kien and his team have created which have mostly been large local giants requiring deep understanding of the dynamic Malaysian market. Audrey’s reputation speaks for itself. She’s built a solid media agency now ranked number one in RECMA. She has a competitive skill set that will drive the business to new heights and is also a warm, intelligent, caring person who will make a great addition to our strong local Malaysian agency and our Southeast Asia leadership team.”

Meanwhile, Kien Eng Tan, outgoing CEO of dentsu Malaysia, said, “I’ve had an incredible journey with dentsu Malaysia and I’m happy to have spent my time here in the last few years of my agency career. I am filled with gratitude for the opportunity I have had to lead such a talented and creative team and I am confident that the spirit of innovation and passion for creativity will continue to thrive. The industry is fast changing, and I eagerly look forward to seeing great campaigns under the guidance of our new leadership.”

Kuala Lumpur, Malaysia – Audrey Chong is set to leave her position as chief executive officer of UM Malaysia, and from Mediabrands in all. According to IPG Mediabrands, Chong aims to pursue opportunities outside the group.

The agency also noted that interim management of UM Malaysia will now fall in the hands of CEO of Mediabrands Bala Pomaleh and managing director of UM Rina Low who will lead the team and ensure seamless operations, closely supported by Bala.

Pomaleh said, “We would like to thank Audrey for being a key member of the Mediabrands family for over five years and wish her much success with what’s next. The process of hiring a new CEO is already underway, and it is important we find the right fit for the job in terms of leadership and innovation. We have some very exciting candidates in the pipeline which will be announced in due course.”

Chong served as UM Malaysia’s CEO from February 2021, and was also previously the chief investment officer of IPG Mediabrands from 2018 to 2021. Prior to that, she was the head of marketing communications at Digi Telecommunications and the senior group account director at M&C Saatchi Malaysia.