40 Under 40 2024: Moiz Bilwani, Dentsu

Moiz Bilwani

Partner, head of Dentsu X
Dentsu
Malaysia

Moiz Bilwani’s career began in the finance sector, where a stint in investment banking left him yearning for a more dynamic environment. His shift to media came by chance, but it quickly became apparent that he had found his true calling. His initial role at OMD Pakistan set the stage for his rapid ascent, culminating in a leadership role at Publicis Malaysia where he transformed client portfolios and spearheaded high-impact procurement-led pitches.

In 2022, Bilwani joined Dentsu Malaysia as an APAC client partner for Heineken, where he played a pivotal role in modernising the brand’s media strategy across 14 markets. His initiatives, including creating a digital learning agenda and an innovation framework which  contributed to work on award-winning campaigns and was later adopted globally. His efforts helped improve client satisfaction TRR scores, which rose 22% regionally.

This remarkable turnaround resulted in Bilwani’s promotion to lead Dentsu X in the market. He inherited an agency that was grappling with low client satisfaction and high staff attrition. His strategic overhaul, which included restructuring the team and revamping client partnerships, managed to reduce attrition rates from 75% to 21%. Under his leadership, Dentsu X achieved a 22% increase in YOY revenue and secured numerous accolades.

Bilwani’s commitment to DEI is equally impressive. He has championed initiatives like the graduate trainee programme to support local talent and revised recruitment processes to foster a more inclusive environment. His advocacy extends to LGBTQ+ rights by way of internal resources and support, internal seminars, and advocating for fair policies. This issue is personal to him especially given his upbringing in conservative Pakistan.

Bilwani’s impact goes beyond his agency. He has played a role in developing industry standards, such as pitch guidelines for the Malaysian Specialist Association, which standardises the quality of pitches in Malaysia. He has also contributed  to the Malaysian Communication & Multimedia Commission where he spearheaded the revamp of liquor-marketing guidelines.