Winds of Change: Malaysia Advertisers Association Ushers in Renewal with Fresh Leadership and Vision

The Malaysia Advertisers Association (MAA) is ushering in a new era of renewal, marked by fresh leadership appointments and a collective vision to strengthen the role of advertisers in Malaysia’s evolving business landscape.

As part of this renewal, Hassan Alsagoff, Regional Head of Loyalty & Marketing at Grab, has been elected Vice President for the 2025–2026 term. He is joined by new council members Abdul Sani Abdul Murad, Group Chief Marketing Officer at RHB, and Diana Boo, Chief Marketing Officer at Boost. Their appointments reflect MAA’s commitment to broaden representation and bring diverse perspectives to the association’s leadership, signalling a reinvigorated focus on collaboration, inclusivity, and future readiness for the industry.

In his capacity as Vice President, Alsagoff will also continue to lead the Tech Partners committee under the Engage pillar, strengthening collaboration between advertisers and technology platforms. Since joining Grab in 2019, he has advanced to a regional role overseeing loyalty and marketing, with expertise in digital innovation and customer engagement. This dual vantage point positions him to help MAA connect advertisers with emerging platforms and solutions.

“For a long time, MAA was shaped mainly by FMCG voices, but the industry has changed. With technology companies now contributing significantly to advertising expenditure, which reached about RM 6.1 billion in 2024, it’s important their perspectives are part of the conversation. My appointment as Vice President reflects this shift, and I’m committed to helping MAA build stronger bridges between advertisers and technology platforms while preparing the next generation of marketers for what’s ahead,” said Alsagoff.

With decades of experience in marketing, Abdul Sani brings industry insights that complement the diverse expertise within the MAA Council. His participation contributes to broader representation across sectors within Malaysia’s advertising community.

“The advertising industry is at a critical juncture where diverse voices need to be heard. I hope to bring a different perspective to the table and contribute to building a more inclusive and impactful MAA,” Abdul Sani said.

“Having spent years across different facets of marketing, I believe every industry brings unique insights that can strengthen how we connect with audiences. I look forward to contributing these experiences towards MAA’s efforts in building a more relevant and responsible advertising landscape.”

Boo has driven Boost’s growth as a leading fintech brand and homegrown digital bank, introducing innovative and embedded digital banking solutions that resonate with Malaysia’s fast-growing cashless economy. Her appointment highlights the rising influence of digital-first companies in advertising and the importance of their perspectives within the association.

“It’s important that digital-first companies are part of the conversation as advertising continues to evolve. I’m excited to join the Council and work with industry peers to ensure that innovation and inclusivity go hand in hand,” Boo said.

MAA President Claudian Navin Stanislaus welcomed the new appointments as a timely renewal of the Council’s leadership and direction: “Hassan, Sani and Diana each bring unique perspectives that reflect the industry’s diversity and momentum. Their leadership will be vital as we work together to ensure the MAA continues to be relevant, as the voice of an industry that’s in perpetual transformation.“For us, leadership is not about clinging to the past while politely nodding at the future. It is about handing the reins with trust, and the reassurance that experience will always be there to support… but never to hold back.

“Too often, energy is wasted holding the room still, while the world outside is spinning. It must instead be channelled into empowering new voices to lead, so the association stays true to our members, the industry, and the nation.”

Pivot to Digital Content Amid Event Fatigue

MAA had also explored the possibility of hosting an insight-sharing event in collaboration with global tech partners, aimed at delivering customised data and findings to benefit marketers. However, with large-scale layoffs in the tech sector and growing event fatigue within the marketing industry, the plan was shelved. In response, the association is pivoting toward producing digital content that delivers insights in accessible formats, keeping members informed without adding to their workload.

Another area of focus is engaging smaller technology players, many of whom face greater challenges in gaining visibility and building connections within the industry. MAA is exploring ways to bridge this gap through new initiatives that will give these companies greater access to networks and opportunities, ensuring their perspectives are also represented in shaping the future of advertising.

In addition, MAA is strengthening its links with institutes of higher learning, recognising the importance of complementing academic knowledge with real-world insights to better prepare the next generation of marketers for the workforce.

“We believe this shift will benefit all marketers, especially smaller players who often face greater challenges in gaining visibility and access. By focusing on digital content and new initiatives, MAA can provide more inclusive support and ensure that every voice has a place in shaping the industry,” Alsagoff said.

The combination of fresh leadership, a refreshed digital presence, and a sharpened mission signals a new chapter for MAA. By broadening representation on the Council, modernising its platforms, and focusing on initiatives that support both industry players and future talent, the association is reaffirming its role as a unifying voice for advertisers and a driving force for positive change in Malaysia’s advertising landscape.

For more information on the association’s initiatives, visit malaysiaadvertisers.com.my.