HYP Global taps ex-VML creative director as new managing partner

Brand consultancy HYP Global has named Abby Tai (pictured) as its new managing partner for creative, strengthening its core leadership team as it looks to further evolve into a design-led, culturally sharp creative consultancy focused on building brands that stand out across regional and global markets.

Tai will step into the role effective April 2026, and joins HYP’s core leadership and shareholder group. In her new position, she will oversee the agency’s creative direction across above-the-line and below-the-line work, complementing fellow managing partner Tuck Loong Chui’s focus on digital creative innovation spanning UI and UX.

The appointment marks a strategic move for HYP as it looks to expand its creative leadership bench and deepen its integrated offering.

According to the agency, Tai’s addition is not just about filling a leadership gap but about broadening its creative perspective. The move signals a deliberate expansion of its creative vision, with Tai bringing a strong brand-building background in communications, while Chui continues to drive digital innovation.

Don't miss: HYP Global strengthens founding bench with ex-Leo Malaysia creative group head

Together, the leadership pairing is expected to deliver a more holistic offering. HYP said the structure would ensure the agency delivers “truly 360 solutions” that sharpens its competitive edge. More importantly, the agency framed Tai’s appointment as a shift in creative culture and leadership thinking.

“More than a new role, this is about impact. Abby adds a distinct point of view, one that challenges sameness, elevates creative standards, and brings a more progressive, taste-led creative lens to the business,” co-founder Hasbidin Hassan told A+M, adding that her inclusion reflected HYP’s commitment to building “a more diverse, modern creative leadership that reflects where the industry is heading.”

Commenting further on her appointment, Hasbidin said Tai brings a kind of leadership which challenges the norm. "Where ideas matter more than titles, and where everyone has a voice at the table. That’s the kind of creative culture we believe in, and Abby is going to help us build it."

Abby Tai brings with her experience across multiple industries including telco, FMCG, QSR, finance, beauty and fashion. This cross-category exposure has shaped her into a creative leader known for blending high-concept thinking with commercial effectiveness.

Her work spans brand transformation, integrated campaigns and digital storytelling, with past roles at agencies including Naga DDB Tribal, Dentsu Creative, Wunderman Thompson, Bonsey Jaden and Leo Burnett. She was most recently a creative director at VML Malaysia.

Over the years, she has led campaigns for brands such as KFC, Maxis, Prudential, Cetaphil and KitKat, including launching KFC’s first brand campaign in five years and repositioning FMCG brands such as Calbee.

Fellow managing partner Chui, said Tai’s appointment would strengthen HYP’s creative capability and broaden its strategic lens. "Her experience across multiple industries brings a broader perspective that will support the growth of our portfolio. She combines strong creative thinking with strategic clarity, and we believe this will add value in shaping work that is both impactful and effective for our clients."

Meanwhile, Abby Tai shared that joining HYP represented both a continuation and a reset in her career journey. “Joining HYP is a natural culmination of my journey so far, but it’s also an incredible clean slate,” she said. “I’m excited for the opportunity to build something on our own terms, to define our own standards and actually live by them.”

She added: “For me, it’s about moving beyond the predictable to shape a new wave of creative culture; one that feels kinetic, unconstrained, and genuinely alive. We aren’t just creating for today’s world; we’re building the momentum for whatever comes next.”

In other recent agency movements, Havas Malaysia has just unveiled a series of senior appointments last week, as the agency looks to deepen expertise and further integrate its "Village" model across creative, CX, and health. New additions include Ie-Tsen Cheng who joins as business director, Keith Ho who was appointed senior planning director, and Allen Liew who has been promoted to creative technologist, Havas CX.

Late last year, Ogilvy Group Malaysia also announced key leadership changes, with Irene Wong (formerly CEO of Grey Malaysia), stepping into the role of CEO of Ogilvy Group Malaysia. Graham Drew (previously Grey Malaysia’s chief creative officer) takes on the position of CCO for the group. The appointments are part of the group's strategic move to harness the combined strengths of Ogilvy and Grey in Malaysia, after WPP moved Grey under Ogilvy, shifting its reporting structure out from AKQA group.

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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