M+C Saatchi Performance strengthens Malaysia leadership with new country director

M+C Saatchi Performance has named Dinesh Sandhu (pictured) as country director in Malaysia, reinforcing its commitment to one of Southeast Asia’s fastest-growing digital economies.

The move marks a new chapter for the agency, which has spent more than a decade building its presence in the market. With a strong local team already in place, the appointment is aimed at scaling the agency’s ability to deliver full-funnel, data-driven performance marketing for both existing and new clients.

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Sandhu is a well-recognised figure in Malaysia’s digital marketing industry and is expected to bring the strategic focus needed to drive the agency’s next stage of growth. His leadership will build on M+C Saatchi Performance’s foundations, which include steady business growth and a reputation for performance-focused campaigns across channels such as paid search, social, programmatic, commerce media, Connected TV and influencer marketing.

According to Sandhu's LinkedIn profile, he has been in the country director role for eight months since February 2025. Prior to this, he was the managing director of Bruce Clay APAC based in Singapore for two years. He also recently held the roles of strategy director at Eight25Media, MD ad TracyLocke, MD at DIA Brands, and spent a fair few years across the agencies such as TBWA, JWT, McCann, Agenda, Starcom IP, Havas Digital and Hakuhodo Communications Asia in both Singapore and Malaysia. 

Roshat Adnani, managing director for APAC at M+C Saatchi Performance, said the appointment reflects the agency’s long-term focus on Malaysia. “Malaysia is one of our most important markets in the region, and we are deeply committed to its long-term growth," he added. "We have built strong foundations over the years, and with Dinesh stepping in as country director, we are doubling down on our focus and ambition here. His leadership will help us deepen our client partnerships, expand opportunities, and drive the next phase of success for our Malaysia team."

For Sandhu, the role represents a significant career milestone. “This is a milestone career decision for me, and I have Roshat to thank for that. The firm’s mercurial growth trajectory is nothing short of phenomenal. Most importantly, our culture is the glue that brings our success story together: exceptional talent, strong work ethic, entrepreneurial guile and commercial acumen," he said.

"It’s an honour to be a part of the M+C Saatchi Performance tribe in APAC, and to build on the M+C Saatchi Group’s 20-year legacy in Malaysia as we take the business to the next level," added the new Malaysia country director. 

Part of the M+C Saatchi Group, the performance marketing agency was founded in 2006 and has since grown to more than 300 team members worldwide, with offices in London, New York, Singapore, Sydney, Kuala Lumpur, Bangalore, Delhi, Jakarta and Manila.

In January 2024, M+C Saatchi Performance named Roshat Adnani as its new APAC managing director, an announcement which came alongside key global leadership changes to the global performance marketing agency, to further drive its growth and innovation. The promotions, according to M+C Saatchi are aimed at strengthening the agency's position in the performance marketing industry.

And earlier in May, M+C Saatchi Group Malaysia unveiled a refreshed brand identity, introducing a new “+” motif across its office signage, social media profiles, email signatures and client materials. The symbol represents the fusion of global creativity and local cultural insight.

Its updated digital touchpoints, including a redesigned website landing page, now also carry the “Cultural power” banner to reflect the agency’s sharpened strategic focus. The refreshed look came alongside the rollout of “Cultural power”, a proprietary strategic approach aimed at uncovering the cultural truths that drive consumer behaviour.

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