Leo Burnett appoints Hilda Sadang as planning director in Malaysia

Sadang brings with her diverse work experience stretching across Singapore, Hong Kong and China, including working on the P&G account with D’arcy.

She started her planning career at Ogilvy Shanghai where she worked as the associate planning director on the Coca-Cola, Gillette and KFC accounts.

She went on to join Lowe Shanghai as planning director on Unilever with a primary focus on Rexona in China. She later took on the role of market development planner for Rexona's re-launch in various markets including Japan and India. Sadang also accumulated experience on other Unilever brands in China including OMO and Zhong Hua while working on local pitches.

With most of her experience rooted in the fundamentals of brand development ranging from consumer research, ethnography studies, category building, new product launches and brand equity campaigns, Sadang has also done consumer studies capturing the dynamics of change in China including role models for youth, blue collar men, what drives people online and generations 60-90.