Be Strategic bolsters client strategy team with new hire

Malaysian influence and reputation firm Be Strategic has picked Kamini Rajendran (pictured) as associate account director - client strategy. In her new role, she will lead a team of client strategists to raise client service quality, develop new business sectors and provide integrated communication solutions. She will report to chief strategist Ashvin Anamalai.Rajendran was most recently on the communications team for the property arm of a large Malaysian conglomerate, and prior to that, worked with multinational and regional agencies where she led communication campaigns in the property, automotive, health and technology and financial communications.According to Rajendran, the agency focuses on "quality thinking and flawless execution", which reflects her work ethos. "The work that is being done is strategic and high impact – really what I enjoy and see myself doing, making this an easy decision for me to transition back to the agency side," she said.Anamalai added that Rajendran is a "timely addition" to its rapidly growing team. "She comes with a wealth of knowledge and experience supporting the growth of major local and international brands in Malaysia. With her at the helm, I’m confident our team will be able to create effective business-focused outcomes for our clients and partners," he said.In May this year, the agency appointed Dan Iskandar to the newly created role of creative strategist, who oversees creative content and influence programmes for clients, integrating both online and offline channels. Meanwhile, industrial and automotive lubricants company Castrol Malaysia picked Be Strategic in July this year to manage and execute its PR campaigns for 2018.