Maxis' Tai Kam Leong to join Astro as sales and marketing chief

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Maxis' head of brand and marketing, Tai Kam Leong (pictured), is joining Astro as chief sales and marketing officer. He will join the team in late November with the sales and marketing teams reporting to him. He will in turn report to Euan Smith, who will officially take on the role of group CEO next February.

Tai joined Maxis in 2014 as head of home before being promoted to head of brand and marketing in 2017. Before that, he was MD at Rapp Singapore, chief strategy officer at DDB Group Singapore, and head of strategic planning at Naga DDB. Tai also worked at Leo Burnett Malaysia as strategic planner. A+M has reached out to Maxis for comment.

At Maxis, Tai and his team refreshed the identities for Maxis, Hotlink and Maxis Business in 2020 for the first time in nearly two decades. He also worked with the team to introduce a new brand purpose - Always be ahead.

During the pandemic, Tai and his team launched the #KitaSapotKita campaign, which led to a growth in new value segments via #Kauboleh in conjunction with the Jaringan Prihatin initiative, and the #BikinSampaiJadi positioning for Hotlink to serve value-seeker and youth segments.

At the same time, Tai and his team also rolled out flagship Maxis Business programmes in 2019 such as Spark, UsahaWira, Retransformation, and Right Cloud to create solution-based businesses streams for the enterprise market.

In a previous interview with A+M in 2019, Tai said new innovation such as AR, AI, and machine learning usually require smart and careful application instead of just fast adoption. While some see the need to jump on tech trends to stay ahead of the curve, Tai believes there is no need to "chase after" the latest technology and tools to find the "silver bullets" required.

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