Maxis names new head of brand and marketing

Maxis has appointed Andrew Yeoh as its new head of brand and marketing, with Yeoh officially starting in the role on Monday, 1 December. The announcement was shared via his LinkedIn page earlier today.

A+M also learnt that he replaces Wong Tse San, who was the previous head of brand and marketing at Maxis. According to Wong’s LinkedIn, she had been in the role since February 2024, for close to two years. Prior to that, she was the company’s head of brand and enterprise marcomms for nearly four years. Before entering the client side, Wong was at Vizeum Malaysia and dentsu Aegis Network (Vizeum APAC). 

A+M has reached out to Maxis and Yeoh for further information.

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Andrew Yeoh was most recently the group head of marketing at TIME dotCom, a role which he spent over four years in. He wrapped up his stint at the telecommunications provider in June this year.

His career in marketing first began in IBM, before moving on to Procter & Gamble. Yeoh then made a shift to the agency side beginning as a strategic planner in RAPP, and subsequently worked at Interbrand and Isobar in Melbourne. He later moved back to Malaysia to join Naga DDB Tribal as head of strategy for two years, before taking on the role of head of marketing and innovation (shopping centre) at IKEA. 

Yeoh joins Maxis at a pivotal time as Malaysian telcos accelerate their push to strengthen nationwide 5G coverage. Earlier this year, Maxis also conducted a review of its agency partnership, selecting IPG Mediabrands’ Universal McCann (UM) as its new media agency, following a competitive pitch process. The media pitch, which reportedly began at the end of last year, concluded with the appointment finalised around mid-2025. 

At the time, Maxis confirmed with A+M, that Universal McCann (UM) was appointed for media duties, including strategy, planning, buying, research, and data and analytics, while their bespoke UM Studios unit will manage social media planning and communications.

Earlier this July, Maxis also unveiled a refreshed brand promise, “Tomorrow begins today”. Marking a renewed commitment to empower Malaysians to take charge of the present and shape their own futures. The company said that the brand promise reflects Maxis’ ambition to go beyond just providing connectivity, positioning itself as an enabler of everyday moments that matter, whether it’s launching a business, nurturing a passion project, or staying connected to loved ones.

As part of the rollout, Maxis also introduced a series of brand films highlighting its new brand promise, and how a customer's tomorrow can begin today with Maxis. The first film is inspired by a true story of a self-taught baker, who turns his love for baking into a thriving business, symbolising the power of seizing opportunity in the now. From engaging with his social media audience to purchasing baking equipment and setting up a physical store, Maxis positions itself as a constant enabler—supporting every moment of connection along the way.

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