Malaysia Airlines (MAB) has named Bryan Foong (pictured) its group chief strategy officer, effective 1 August. MAB's spokesperson confirmed the appointment to A+M.Foong will be in charge of translating the strategic vision for group CEO Izham Ismail and MAB's board of directors into strategic priorities and direction, MAB's spokesperson confirmed. He will also spearhead the planning of network and fleet in determining the future size and shape of Malaysia Aviation Group, MAB's parent company. This is in a bid to reflect the needs of consumers, the market and the competitive environment.Foong was previously with the airline from 2007 to 2012 when it was still known as Malaysia Airlines System before the rebranding in 2015, according to his LinkedIn. He last helmed the role of vice president, strategy and was responsible for new business development projects to enhance the overall value of the businesses within the airline's portfolio. He started off at the airline as a manager within the transformation management office team to support the implementation of business turnaround plans, his LinkedIn added.Prior to joining MAB for his latest role, Foong was the executive vice president, corporate strategy and business development at Themed Attractions Resorts and Hotels, a subsidiary of Khazanah Nasional, for more than four years. He was responsible for corporate and strategic planning, project conceptualisation and investment feasibility studies. Before that, he was the general manager, group strategy and corporate development at Sunway Group for close to three years.Recently, the Malaysian government brought on board Morgan Stanley for advice on how to revive the airline which has been struggling to stay afloat, Bloomberg reported. In the recent months, there have also been talks about the potential sale of MAB and even a merger with SIA speculated by analysts earlier this month. Despite the challenging times, MAB's brand health among Malaysians still remains high with a score of +32.3, according to YouGov.In June, it also witnessed a two percentage point year-on-year increase in customer satisfaction and 14 point increase in net promoter score, following improvements in cabin, boarding and check-in services, as well as website and mobile app experience. This comes as it posted a 2% yoy increase in revenue for the first quarter of its financial year ended 31 March 2019, as a result of increased available seat kilometres driven by an 8% increase in domestic and international capacity.The airline is currently on a hunt for a media representative to manage its media assets and its inflight magazine Going Places. The representative also needs to ensure that content published in the print and digital versions of Going Places is of high quality. According to the tender document seen by A+M, the appointment is for a period of three years with the option to extend for another. Meanwhile, it also called off a global pitch covering creative, social and media for its marketing hub in February, after it was first called in September last year. A+M understands the appointment initially covered global duties and was slated to be for a period of two years with the option to extend for another.
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