Edwin Leong, previously group creative director at Grey Malaysia for five years, has taken over as JWT group executive creative director, replacing Soon Cheng Sun. Another two JWT creatives have also left and have been replaced by two of Leong's colleagues from Grey.
Andy Soong, who was creative group head at Grey, is now JWT's associate creative director, and Hasnah Samidin, a senior copywriter at Grey, is now JWT's creative group head.
Leong said JWT's strength was in its strategic thinking and brand management skills although this had been lacking in recent creative work.
"What is really crucial for JWT is that we build a creative culture here, said Leong.
"We want to make sure that the creative work lives up to and exceeds the strategic thinking."
It was also crucial that JWT's five creative teams work on above- and below-the-line campaigns.
"We're looking to take a holistic approach so that means all JWT creatives need to work through-the-line, said Leong.
"The creative idea needs to hold all executional formats, he added.
Having creative teams working through-the-line is better, said Leong, adding that there are some agencies in Malaysia that have encountered difficulties in coming up with truly integrated campaigns because the above- and below-the-line creative teams work in separate divisions.
The shakeout at JWT, comes in the wake of two account loses last month.
Ikea, which is planning to increase its marketing initiatives next year in preparation for a new store opening, took JWT off its account in September and replaced it with TBWA-ISC.
Red Bull, another client planning a major marketing assault, dropped JWT in September after the agency refused to present creative work in a competitive pitch.
JWT has 72 staff and billings of US$24 million.
Its other clients include Ford, Double A Paper, Standard Chartered Bank, Shell, Kraft and Pfizer.
Prior to Grey, Leong was a copywriter at Bates Malaysia for six years.
He is also joint-chairman of the Creative Council of Malaysia and has been a jury member at local creative award show, the Kancil Awards, for four years.
