Euro RSCG reshuffles management in Malaysia

“Increasingly we are seeing important growth opportunities between Singapore and Malaysia and strategically it makes sense for us to empower these markets to generate cross-border growth that we can then leverage throughout Southeast Asia,” said Matthew Fanshawe, managing director, Euro RSCG Asia-Pacific. "Realigning our management structure in KL is our way of getting battle ready, as we prepare to pursue aggressive growth targets."

Crombie, who joined Euro RSCG last month as the CEO of Singapore, brings a wealth of experience managing business operations in the two markets, having overseen Singapore and Malaysia during his time as the managing director at FCB. In his newly expanded role, Crombie will leverage the best and brightest in both markets for strategic growth. 

At the same time, former client services director Lee is being promoted as managing director and will focus on new growth opportunities in KL as well as overseeing core clients such as Carlsberg. Lee brings nearly two decades of experience to the role, and has worked with agencies such as Naga DDB, Ogilvy and event and entertainment agency Absolute Entertainment. 

Commenting on Lee's promotion, Fanshawe said, “Andrew is a great talent, he's passionate about our clients and is always hungry for more. I'm confident with the support from Drew (Crombie) and Lee Kien, he can take us to the next level in KL.” 

As Lee takes the reigns in KL, Choy also steps up to focus on growing major network brands in Southeast Asia, such as Reckitt Benckiser – one of the agency's largest clients. Charged with expanding business opportunities throughout the sub-region, she will continue to work closely with Lee and Crombie on cross-border growth opportunities for existing clients. 

Prior to this move, she was the managing director in Malaysia, where she and Lee worked closely together to grow the agency's business, including growth on key accounts such as Carlsberg, Ambank, Reckitt Benckiser, Unza, Genting and Yeo’s.

The new management structure is effective immediately.