KUALA LUMPUR (Dec 4): Saatchi & Saatchi Malaysia general manager Adrian Sng has been promoted to managing director, two years after joining the agency in 2012.

In his new role commencing immediately, Sng will focus on steering the future growth and sustainable expansion of Saatchi & Saatchi Malaysia, as well as continue to work with executive creative director Sathi Anand to nurture an agency culture that produces great work and attracts and retains the right talent.

“The biggest challenge for leadership in our industry today is keeping the agency relevant,” said Sng in a statement today.

“To succeed as an agency, we need to create work that is relevant to the increasingly fragmented media landscape, as well as be in tune with the rapid speed of consumer culture.

“In addition, what wins business is, the big idea driven by strong consumer insights that gets products off the shelves for clients,” he added.

"Gone are the days where advertising agencies can sit back when it comes to sales. We are here to solve business challenges in creative ways. Being relevant is about being accountable and taking that extra step to go beyond just communications," said Sng.

Under his leadership, the agency has racked up an impressive record of new business wins (nine brands in 2013 and four in 2014, including KDU and Paramount Corp Bhd together with organic wins on Bank Simpanan Nasional), won at the Effies, Marketing Interactive’s Marketing Excellence and The Kancil awards and the agency has grown by 20%.

Saatchi & Saatchi's global network has 130 offices in 70 countries and over 6,000 employees.