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C27 makes 3 senior hires, eyes 10 new roles

C27 makes 3 senior hires, eyes 10 new roles

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C27 has made three new senior hires, one of them being Farez Khan, former marketing and PR specialist at Fred Perry Malaysia. Khan joins the team as group account director. It has also named Janice Wee, former group account director at Leo Burnett, to the role of project director and Loh Sue Lynn, former associate creative director of FOREFRONT International, to the same role at C27.

When asked how these hires will value add to the company, CEO Fazil Fuad told A+M that the entire company was built by the youth. "Started from me starting this company when I was 20 years old, we were the first in APAC to ever win the Netflix account. We did well as innovators and industry provocateurs but much to be desired when it comes to our business fundamentals," Fazil said. He added that beefing up the team with stellar experienced individuals will propel C27 into a world-class collective.

At the same time, C27 is also hiring 10 new roles across content, strategy, and UX design. Fazil explained that in the age of the Internet, everything can be learnt in time. Hence, the primary trait C27 seeks is "an unquenchable sense of curiosity". It is also on the lookout for people who understand the science behind creative effectiveness and knows how to balance intuition and analytics.

Fazil touts the team to be digital natives at heart, adding that it is extremely comfortable in telling clients that the agency is "a digital pure play". C27 has three core teams - content, experience, and strategy - and Fazil stressed that it is not a 360 one-stop house.

"We rely a lot on analytics, from marketing performance to project management, to maximise productivity and impact on our work," he said. Some of the clients it has brought on board over the past year include Sony Pictures, Maybank, Malaysian Book of Records, Clarins, Decathlon, and Pilih Peluang.

"We plan to reimagine the type of impact creatives can bring to this economy. Is marketing/advertising the end all be all?" Fazil said. According to him, C27 recently incubated a startup called MoneyMatch which was recently granted a digital banking licence. "I'm pretty sure nobody expected a company filled with artists, dreamers, and creators to be part of a grand disruption like that. We are living in a renaissance period for creativity; we created a bank," he said.

Aside from this, other efforts by C27 this year include refocusing on business fundamentals, staff happiness, creative operations, workflow automation, optimising towards a hybrid workplace. "We did a lot of R&D in integrating cloud computing technologies to aid reporting and measurement of impact, extensively reducing our dependency on labour. For example, no monthly reports but automated dashboards and hopefully no late nights," Fazil said.

He explained that the agency believes the role of technology is critical for the team to focus on more cerebral, complex tasks while leaving the rest to technology. "So far we are on track for our objective to reach three billion people with our work by 2025," he said.

Two years ago, C27 received an undisclosed amount of investment from communications network Foetus International. Fazil said previously that the funds will be used as working capital for the agency to make key hires, develop existing internal functions, research and development, as well as product development.

Related articles:
C27 bags funding from Foetus International, to focus on key hires and R&D
Naga DDB Tribal and C27 get "Curious" about creating data-centric platforms

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