Industry experts: (from left) Ryusuke, Lee and Mun. Lee brings a wealth of experience to his new position, having previously served as the president of 4As for three terms (six years) and the group managing director of Havas Malaysia.
KUALA LUMPUR: Andrew Lee, the recently appointed chief executive officer of the Association of Accredited Advertising Agents Malaysia (4As), is wasting no time in his endeavour to steer the association towards a more business-oriented direction.
In an interview with StarBiz, Lee emphasised that 4As is more than just a regulatory body as it is committed to actively assist its member agencies in advancing and cultivating robust connections within the business sphere.
Lee articulated his vision for his new role, stating: “As the new CEO of 4As, my primary objective is to foster a symbiotic relationship with the business community and our agency members. We aspire to cultivate a more business-friendly image and move away from being solely perceived as a regulatory entity.”
Furthermore, Lee expressed his intention to collaborate closely with various government bodies such as Matrade, Malaysia Digital Economy Corp and the Communications and Multimedia Content Forum of Malaysia.
He highlighted the association’s openness to partnering with other government-related agencies, provided it contributes to fortifying the advertising industry and creating a conducive business environment for its member agencies.
“The 4As also wants industry professionals to join the association. We are on an aggressive membership drive. Joining 4As Malaysia is an investment in your success. As a member, you’re not just part of an organisation – you’re part of a dedicated team working tirelessly to advance your interests.
“From industry guidance and talent development to championing creativity and advocating in government, 4As empowers you to flourish in the ever-evolving advertising arena and shape the future of advertising,” he added.
In his new role, Lee, would among others, lead the charge in implementing and executing strategies approved by the 4As president and its council.
His responsibilities will revolve around aligning these plans with the association’s five key objectives, which include providing industry leadership, elevating standards, nurturing talent, promoting creativity and serving as a trusted adviser to the government.
The first objective is to set clear frameworks for best practices in the industry and to encourage the highest standards of creativity, ethics and business. The second involves the cultivation of a creative economy and raising the quality of work.
4As organises and promotes various awards, coaches and member agencies. The association is also an active founding member of self-regulatory organisations and a founding member of VoxComm, an international agency association.
The third objective involves the association helping member agencies up-skill their talent pool. In this regard, it partners with top institutes, practitioners and specialists for customised educational and participatory programmes as clients trust agencies that invest in their staff.
The fourth objective revolves around 4As’ engagement in public relations and marketing activities to showcase winning ideas created by member agencies that exceed key performance indicators and helped transform an advertiser’s business.
Lastly, 4As’ objective involves working with the government and gives its objective inputs to influence public policy, regulations and resist any unwise decisions affecting advertising.
Lee brings a wealth of experience to his new position, having previously served as the president of 4As for three terms (six years) and the group managing director of Havas Malaysia.
His tenure at the helm of Havas Malaysia has equipped him with invaluable insights into the advertising industry, making him well-suited to drive 4As forward. He took over the reins from Khairudin Rahim, who stepped down as 4As CEO on April 30.
4As acting president Ryusuke Oda
Commenting on Lee’s appointment, 4As acting president Ryusuke Oda said: “ Lee’s track record of leadership and his deep understanding of the advertising landscape uniquely qualify him for this role.
“We are thrilled to have him on board as our CEO and we look forward to the innovative initiatives he will spearhead. Furthermore, the association is confident he will further strengthen the branding and marketing activities in the advertising space.”
Ad veteran Datuk Johnny Mun, who is also the senior adviser of 4As, emphasised the importance of Lee’s appointment in furthering the association’s mission.
“His dedication to advancing the interests of the advertising community is evident in his longstanding commitment to 4As. His leadership will undoubtedly bolster our efforts in shaping the future of advertising in Malaysia,” he said.
The 4As, formed in 1971, is the Malaysian industry’s foremost body that represents and promotes the “value” of advertising agencies in the marketing communications industry among advertisers, media, suppliers, government and the public.
The organisation encompasses more than 50 homegrown and international member agencies that are key players in the advertising industry.
The association helps grow its member businesses and develop individual careers through professional development services, industry awards, advocacy and support.
