Soon's appointment, the agency's first ECD for 11 years, is part of a concerted effort to reinvigorate growth at the agency, which has levelled off in the past two years. "Spencer Azizul's name is clearly established and known, but it lacked excitement. Hence, the decision to rebalance the agency by strengthening the creative arm," said executive director Michael Tang.
Soon said one of his goals was to help the agency increase its international award wins. He will oversee all the agency's accounts with creative director Ravi Shail, with particular focus on Tenaga Nasional, Petronas, Dagangan, Tourism Malaysia as well as winning new briefs.
Spencer has also launched a PR offer to stimulate growth, recruiting Rasila Hamzah, ex-head of corporate affairs and communication at UMW and Bank Simpanan Nasional. "PR should be an integral component for any successful campaign," Hamzah said. "My measurement of success will be when 90 per cent of our clients use PR as part of their communication strategy."
