Invictus Blue strengthens Alchemy79 leadership with three senior hires

Invictus Blue has bolstered its creative leadership with three senior appointments for Alchemy79, its social and creative division.

Irene Kuan (pictured centre) has been named general manager, Thang Wei Heng (pictured left) as executive creative director, and Chew Jia Ying (pictured right) as brand strategy director.

In her role as general manager, Kuan will steer Alchemy79’s next phase of growth and transformation. A commercially driven leader known for scaling businesses, she will focus on building sustainable operational systems, strengthening client partnerships, and fostering a high-performance culture across the agency.

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Prior to joining Alchemy79, Kuan was a business director at Leo Burnett Malaysia. Other agencies she's worked at include McCann Worldgroup, Havas, Lowe & Parnters and Naga DDB Malaysia. Kuan's appointment signals a move towards a more structured and future-ready organisation designed for long-term growth. She reports to Jo Yau, group CEO of Invictus Blue.

Meanwhile, Heng joins as executive creative director. Known for culturally driven storytelling, he will lead the agency’s creative direction, sharpening its creative ambition while expanding its perspective beyond social-led work. Heng previously served an 11-year stint at Grey Group, starting as art director in 2014 before climbing up the ranks to deputy executive creative director in 2022. Before his time at Grey Group, Heng was an art director at Leo Burnett. He also reports to Yau.

Rounding out the leadership trio, Chew steps in as brand strategy director, strengthening Alchemy79’s strategic capabilities. A strategist recognised for translating human insight into clear creative direction, she will help shape brand narratives and integrated frameworks that guide both creative and client teams. Her previous roles include strategic planning director at Leo Burnett, senior integrated strategist at Ogilvy and strategy planner at Mega Advertising. She reports to Kuan. 

Speaking on her appointment, Kuan said she was excited to join the agency at a time when both Invictus Blue Group and Alchemy79 are entering a new phase of growth. "What stood out to me immediately was the shared belief that great work starts with understanding people deeply and moving quickly on those insights — something increasingly important in an industry that often struggles to keep pace with culture." 

“Over the coming year, my focus is on strengthening how we work as one integrated team and building the operational foundation that allows us to turn insight into decisive action for our clients. There’s a real opportunity for Alchemy79 to compete differently — with sharper thinking, faster execution, and the confidence to challenge legacy ways of working. I’m excited to help shape an agency built to prove that deeper human understanding, quicker decisions, and clearer direction can outperform size alone,” she added. 

Meanwhile, Heng described the move as a new chapter after years within international agency networks. "I’ve always been curious what happens when you step out of the castle gates and wander into the woods, will birds hum melodies, will woodland creatures become your companions, and will there be a candy-coloured cottage waiting beyond the thicket?"

“Joining Alchemy79 marks a new chapter for me, after building much of my career within international agency networks. This time, the journey feels especially energising with the accompaniment of my new ‘woodland companions’. Together, we’re excited to bring the colours and experiences from where we came from into what lies ahead," he said.

In tandem, Chew said that the industry’s current period of change presents opportunities for agile teams to rethink traditional approaches. "It feels like advertising is going through a bit of a reset right now. AI is changing how we work, while a lot of the big networks are busy restructuring and figuring out what comes next. Moments like this can feel very chaotic, but they’re also when underdogs get their chance."

“This is the time when smaller, hungrier teams can move faster and rethink the rules. That’s what excites me about joining IB and Alchemy79. It’s an opportunity to build brands with clearer thinking, braver choices, and work that people actually remember," she added. 

Commenting on the appointments, Yau said the hires reflect the agency’s next stage of growth.

“Alchemy79 has always been built on the belief that meaningful work starts with understanding people and culture deeply. As the industry evolves, we saw a clear opportunity to strengthen the agency with leaders who bring complementary strengths across business, creativity, and strategy," said Yau.

"Kuan, Heng and Chew each represent a critical pillar of where Alchemy79 is headed next — combining operational discipline, creative ambition, and human-centered strategic thinking. Together, they form a leadership team designed to help brands compete with greater clarity, agility, and impact," she added.

Earlier this year, the agency collaborated with Directors Think Tank on Maybank's Chinese New Year film "Blessings all around." The human-led festive narrative challenged conventional ideas of prosperity by placing relationships, traditions and shared moments at the centre of its storytelling. 

Alchemy79 sought to create a piece that resonates beyond the festive period and across cultures, leaning on universal human moments to extend its relevance beyond the Chinese community. The film centered on recognising on blessings and the idea that wealth can exist beyond material fortune. 

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