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IPG Mediabrands Malaysia appoints New Straits Times writer as director of advocacy

Melissa SandhuIPG Mediabrands Malaysia has appointed former journalist Melissa Sandhu as the media agency’s first director of advocacy.

Her job title appears to be something of a first for a media agency in Asia, and the role is a newly created position.

Sandhu joins the agency from New Straits Times, where she was a writer and contributor for the Life & Times section.

She said of her role: “I leverage the dynamics of social to build brand advocates; including strategic evaluations and their contributions towards business outcomes.”

She brings experience across a range of sectors to the job, having worked at government-owned firm Prasarana as SVP of group communications and strategy marketing and as a team leader at banking group Citi.

IPG Mediabrands is a media network in transition following a number of key people moves in APAC, not least in Malaysia.

The new CEO of Mediabrands in Kuala Lumpur is Bala Pomaleh, who joined from Carat in March, soon after the departure of long-serving boss Prashant Kumar. A number of executives have since followed Kumar from Mediabrands to his startup consultancy Entropia.

Other news faces at Mediabrands Malaysia include Darren Yuen who left Carat to take over as MD of BPN in May.

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