IPG Mediabrands Malaysia chief digital officer departs

Cindy Eliza Vaz (pictured) has departed IPG Mediabrands Malaysia, under the Omnicom Group, wrapping up a five-and-a-half-year stint with the network, most recently serving as chief digital officer.

Vaz first joined the group in 2021 as head of digital for Universal McCann Malaysia, where she oversaw the agency’s digital and performance portfolio. Her role included driving eCommerce growth strategies across client portfolios, while helping bridge capabilities across digital, planning and performance teams.

In 2023, she was elevated to chief digital officer at Mediabrands Malaysia, leading KINESSO locally. In the role, she oversaw teams spanning programmatic, performance and technology, with a focus on areas including analytics, AI, VR, martech and adtech.

Reflecting on her departure in an exclusive conversation with A+M, Vaz said her career has been defined less by titles and more by the lessons learned through constant evolution in a fast-changing industry.

“One of the biggest things I’ve learnt throughout my career is that growth rarely comes from comfort. Some of the most transformative moments in my career happened when I took on roles or challenges before I felt fully ready for them,” she said.

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She added that adaptability has become increasingly critical for younger talent navigating today’s digital ecosystem. According to her, success is less about knowing everything and more about the willingness to continuously learn, unlearn and evolve as platforms and technologies shift rapidly.

“Good leadership is not about having all the answers,” she said. “In digital, no single person can know everything anymore."

It is about building strong teams, creating trust, empowering people to think independently, and bringing different expertise together.

Vaz also emphasised mentorship and talent development as one of the most meaningful aspects of her career, noting that her proudest moments were seeing team members grow into leadership roles. She further highlighted resilience as a critical but often underestimated trait in agency life, where change, pressure and uncertainty are constant.

Looking ahead, Vaz shared that she will be taking a short break before stepping into her next chapter.

“That's something I honestly have not done properly in a very long time,” she said. “After many years of running at full speed, I want to recharge before stepping into the next chapter.”

She confirmed that her next role will continue to sit at the intersection of digital transformation, performance, technology and business leadership, areas she remains deeply passionate about. Beyond corporate leadership, she also expressed interest in mentoring, coaching and supporting the next generation of digital talent in Malaysia.

“Malaysia’s digital ecosystem has matured tremendously,” she said.

Digital today sits at the core of business growth, customer experience and transformation.

However, she noted that while AI adoption is accelerating, many organisations are still navigating how to move beyond experimentation into meaningful implementation. She also pointed to increasing market fragmentation and the need for closer integration across media, data, technology and commerce disciplines.

“I still believe one thing remains true,” she added. “Technology should enhance human experiences, not replace human understanding.”

Vaz previously held senior roles at Huawei, AmGeneral Insurance, Tune Hotels and AIG Malaysia.

Her exit comes amid other movements across the IPG Mediabrands network regionally. In March, IPG Mediabrands Greater China chief operating officer Penny Chow departed, while Jay Lee, executive creative director, MBCS Greater China also left the agency. Both Chow and Lee have been with IPG Mediabrands for nearly a decade. 

Back in December, during the formalisation of Omnicom's acquisition of IPG, IPG Mediabrands Malaysia's chief investment officer (CIO) Stephanie Foong, announced her departure after six years with the company. 

She joined IPG Mediabrands Malaysia from Mindshare, where she was the client leadership director for two and a half years. Foong was also previously at Starcom MediaVest Group Malaysia, Optimedia, Mediaedge:cia, Initiative Media, FCB Malaysia, OMD, Batey Ads and Royal Selangor International. 

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