Rifaie new chief at Publicis Malaysia

Rifaie will begin his new role at Publicis in January, after a five-year association with Bates. His appointment marks a reunion with Publicis COO Matthew Godfrey, former COO at BatesAsia.

At Publicis, viewed as relatively reliant on globally-aligned clients, Rifaie will focus on local business. "One of the opportunities is certainly to build local business," he said. Rifaie's experience at Bates, where he focused on local clients, is expected to stand him in good stead in the new role. "When WPP bought over Bates it impacted Bates badly," said Rifaie, pointing to such client losses as BAT, Wella and Roche in Malaysia. "It was a point of rebuilding. Now, opportunity knocks."

Rifaie's arrival follows the announcement of Chua's departure from Publicis earlier this year. He said the Malaysia agency environment had grown challenging over recent years, given sober growth in the advertising market.

"The economic opportunity is behind us," said Rifaie. "It has become more competitive, but fortunately I have lived through three different eras of advertising. Now everything is attached to ROI — it is less about above-the-line and more about reaching out to consumers."

The appointment comes as Publicis prepares for the departure of the Malaysian Airlines business, which it has been holding 'in transit' since September of this year. Previously with Leo Burnett, the pitch for the account is expected to conclude by the end of November.