Malaysia – Yasir Yusoff, former creative director of Kuala Lumpur-based digital marketing and customer experience (CX) agency Entropia Global, has joined the Malaysia arm of global communications group, Publicis Groupe, as its new creative director.
Yusoff’s appointment is a comeback, having joined the Publicis Malaysia team in the same position in 2018.
Speaking to MARKETECH APAC, Yusoff said, “The move back to Publicis was a no-brainer for me. I missed the great creative culture, the opportunities, and the brands.”
Yusoff brings with him a decade of directorial experience. Prior to his position at Entropia and Publicis, he also headed the creative department of local advertising and events agency Friends Advertising & Communications.
Publicis’ Executive Creative Director Emir Shafri believes in Yusoff’s deep experience in the consumer brand category, specifically his knack for understanding consumers as people and not just as data points.
“He knows that beyond ‘digital-first’, or ‘end-to-end customer experience-first’, you’ve got to think people first. He understands the nuanced difference between a person growing up in the East Coast coastal towns, the Sabahan cities or even among the posh cafés of Bangsar, which is so important for a beloved Malaysian household name like NESCAFÉ,” said Shafri.
On Yusoff’s appointment, Shafri also commented, “We’re happy to welcome Yasir back to the Publicis Groupe family. With his combination of category experience, talent, curiosity, and humility, Yasir loves seeking out to understand [how diverse] Malaysians live and breathe, beyond just what the data points tell him. And it shows in the stories he tells.”
Meanwhile, the new creative director commented, “I’m ecstatic to join Publicis Groupe again. To have the opportunity to work on a massive brand is a privilege. I have a talented team and the support of the network at my disposal. My goal is to continuously elevate the quality of creative work that we bring to the table – whether it’s for our client, or for the NESCAFÉ brand as a whole.”