Cheil Malaysia installs top creative lead to steer next growth phase

Cheil Malaysia has appointed Andy Poon as creative director, in a move aimed at strengthening the agency’s creative leadership and expanding its business portfolio.

Poon, who joined in March, reports directly to Derek Cheong, client services director. The role is part of the agency's broader push to elevate its creative output while driving new business opportunities across its client base, which includes brands such as Samsung and Dusit Hospitality.

Bringing a hybrid background across both agency and client-side roles, Poon is expected to deliver work that balances creative ambition with business impact. at Cheil Malaysia. His experience spans integrated campaigns, branding, and content strategy, with a focus on translating ideas into commercially effective outcomes.

Prior to joining Cheil, Poon served as creative group lead at face mask brand Neutrovis, where he headed the brand department and scaled the team by eightfold. During his tenure, he led integrated creative work across multiple business units, including personal care, home care and health products, while collaborating with regional teams across China, Thailand and Vietnam.

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Earlier in his career, Poon built his creative foundation at agencies including Dentsu, Publicis, Ogilvy and Ensemble Worldwide where he worked on brands such as Similac, Pizza Hut, Listerine, Kotex, Huggies, Tiger, Guinness and Nestlé Maggi. Beyond advertising, Poon brings a multidisciplinary perspective shaped by his interests in performance and storytelling. He recently hosted “The Volume Lab”, a 12-episode music podcast on 988 Chinese Radio Station, exploring non-mainstream music and subcultures.

Speaking to A+M, Derek Cheong said Poon's appointment reflects the agency’s ambitions to grow its creative capabilities. "Andy’s appointment marks an exciting step forward for Cheil. His strong creative vision and hybrid experience across agency and client environments make him a valuable addition as we continue to grow our portfolio and push the boundaries of our creative work."

Commenting on his new role, Poon shared that he is looking forward to contributing to the agency’s next chapter. "I’m excited to join Cheil at such a dynamic time. I look forward to collaborating with the team and helping shape the agency into a vibrant creative playground where bold ideas thrive and great work is made."

Regionally, Cheil has seen several leadership movements across its network. In 2025, Cheil Indonesia appointed Fajar NF as executive creative director, where he leads the agency’s creative direction, overseeing its portfolio and driving more innovative, impactful work. The office also brought on Jackie Jeong as director for retail and campaign, Tiger Chang Hyun Kim as brand experience account director, and Young Min Ha as head of retail for Samsung Mobile.

Meanwhile, in neighbouring Singapore, Cheil Singapore’s managing director Anand Vathiyar stepped down in 2025 after five years in the role. He was previously the founder, managing director and executive creative at Up & Up for over 16 years. Towards the end of 2025, the agency appointed Paolo Agulto as executive creative director and Shea Warnes as chief strategy officer.

Be part of #Content360 Malaysia, 13 May 2026, where creativity and community collide. Explore how AI-powered imagination, culturally resonant storytelling, and platform-savvy strategies are shaping the future of content. Gain practical insights, discover new tactics, and learn how the region’s top creators and brands are crafting campaigns that truly resonate.

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