Hassan: The industry has changed, with technology companies now contributing significantly to advertising expenditure.
PETALING JAYA: The Malaysia Advertisers Association (MAA) is writing its next chapter as it continues its mission of strengthening the role of advertisers within an evolving national business landscape.
In what it describes as a “new era of renewal”, the association has announced a set of new leadership appointments and a sharpened collective vision for the future.
Hassan Alsagoff, regional head of loyalty and marketing at Grab, has been elected as MAA’s vice-president for the 2025 to 2026 term, along with newly appointed council members Abdul Sani Abdul Murad, group chief marketing officer at RHB, and Diana Boo, chief marketing officer at Boost.
With expertise in digital innovation and customer engagement, Hassan joined Grab in 2019 and soon advanced to a regional role overseeing loyalty and marketing.
In addition to his new vice-president role, he will continue to lead the association’s Tech Partners committee, which is focused on fostering collaboration between advertisers and technology platforms.
The recent appointments are in line with MAA’s aim to bring more representation and diverse perspectives to its leadership, as well as its reinvigorated focus on collaboration, inclusivity, and future readiness for the industry.
“For a long time, MAA was shaped mainly by FMCG (fast-moving consumer goods) voices, but the industry has changed. With technology companies now contributing significantly to advertising expenditure, which reached about RM6.1bil in 2024, it’s important their perspectives are part of the conversation,” said Hassan.
He noted that his appointment reflects the wider industry shift, and affirmed his commitment to enabling MAA form bridges between advertisers and technology platforms while equipping the next generation of marketers as they enter a rapidly changing sector.
Abdul Sani, who brings with him decades of experience in marketing, agreed that a range of perspectives are needed at the table to create a more inclusive and impactful MAA.
“The advertising industry is at a critical juncture where diverse voices need to be heard.
“Having spent years across different facets of marketing, I believe every industry brings unique insights that can strengthen how we connect with audiences.
“I look forward to contributing these experiences towards MAA’s efforts in building a more relevant and responsible advertising landscape.”
Boo: It’s important that digital-first companies are part of the conversation as advertising continues to evolve.
Meanwhile, Boo’s appointment highlights the rising influence of digital-first companies in the advertising ecosystem.
Having led Boost’s growth as a fintech brand and digital bank, she boasts extensive experience in the realm of embedded digital banking solutions, which has become highly relevant in Malaysia’s increasingly cashless economy.
“It’s important that digital-first companies are part of the conversation as advertising continues to evolve.
“I’m excited to join the council and work with industry peers to ensure that innovation and inclusivity go hand in hand,” Boo said.
For MAA president Claudian Navin Stanislaus, the new appointments represent a welcomed and timely refresh of the association’s council and direction.
“Hassan, Abdul Sani and Diana each bring unique perspectives that reflect the industry’s diversity and momentum.
“Their leadership will be vital as we work together to ensure the MAA continues to be relevant as the voice of an industry that’s in perpetual transformation,” Claudian said.
On top of the leadership appointments, the association is also making a pivot away from marketing industry events and towards producing digital content as a result of “growing event fatigue” in the sector.
In lieu of hosting insight-sharing events with global tech partners to deliver customised data and findings to marketers, it will focus on creating digital content that can provide members informative insights without adding to their workload.
Additionally, the association said it is exploring new initiatives to engage smaller technology companies and give them more opportunities to gain visibility and build connections within the industry.
Moving forward, MAA is also strengthening its links with institutes of higher learning, in recognition of the need to shape the marketers of tomorrow by combining academic knowledge with dynamic real-world insights.
Earlier this year, the association held its “Trailblazers: The Ad-venture Challenge”, an event that brought together university students and experienced advertising professionals in a fast-paced competition to inspire creativity, collaboration, and problem-solving.
With widened representation on the council, modernised digital platforms, and initiatives that empower industry players and future talent, the association’s renewed direction reaffirms its role as a unifying voice for advertisers and driving force for good in the advertising field.
“We believe this shift will benefit all marketers, especially smaller players who often face greater challenges in gaining visibility and access,” said Hassan.
“By focusing on digital content and new initiatives, MAA can provide more inclusive support and ensure that every voice has a place in shaping the industry.”
