Naga DDB Tribal appoints new head of social

Naga DDB Tribal has appointed Allison Jong as its new head of social. In conversation with A+M, she said her focus will be on building a strong foundation for her team to produce work that transcends social platforms while shaping broader cultural conversations. “Social has evolved beyond platforms; it’s where culture, community and creativity intersect in real time."

She emphasised empowering teams with the right systems and processes to enable creative freedom, which in turn allows them to experiment boldly, keep perspectives fresh, and push the boundaries of what brands can achieve. “Ultimately, this is to nurture strong, transparent relationships and active collaboration with clients. When trust and creative freedom meet strategic intent, that’s where real magic happens,” Jong added.

Jong, a creative lead and copywriter with over seven years of experience across advertising, marketing, and content strategy, will oversee the agency’s social media initiatives and drive creative storytelling for clients across multiple sectors. Born and raised in Borneo and now based in Kuala Lumpur, Jong has built her career blending creativity with strategy to deliver impactful campaigns and meaningful brand experiences. She will be reporting to Hajar Yusof, head of digital experience at the agency.

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She began her career in advertising as a writer at digital agency 16TWO, before moving to C27 as an editorial writer. Her regional experience includes a stint as media and digital marketing manager for Boost Juice Bars in Southeast Asia, and later as lead copywriter for We Are Social, working with clients such as Samsonite, Midea, and Netflix’s Bee & PuppyCat. She also co-founded the fashion brand House of Antara, where she led creative direction and brand storytelling.

Naga DDB Tribal emphasised that social media has evolved beyond a channel into a central ecosystem for brand engagement. Hajar said, “Today, every brand’s storefront lives online. Social is often the first and most frequent point of contact between a brand and its audience. When 80% of campaign assets are made for digital, social stops being a channel, it becomes the ecosystem where brand reputation, relevance, and results are built.”

Commenting on Jong's appointment, Farrah Harith-McPherson, chief growth officer at Naga DDB Tribal, added, “Allison has played pivotal roles for brands such as Acer, Korean Air and Xiaomi across multiple markets in the region. Her deep understanding of culture and platforms makes her the perfect fit for Naga DDB Tribal. As we continue to elevate our social product, she will play a key role in engineering cultural signals into our work and helping our clients move at the speed of culture, not behind it.”

"I am honoured and excited for the opportunity to be part of an ever-evolving space with Naga DDB Tribal. We both feel a strong desire to connect with the audience in a way that is deeply resonant and emotional. And that alignment excites me," Jong shared. 

Jong's appointment follows the departure of the agency's former head of social Allen Looi, who moved to Mutant Communications as regional head of social. At Mutant, Looi will oversee all things social across the agency’s five active markets—Singapore, Malaysia, Indonesia, Thailand and the Philippines—with Vietnam expected to join the fold next year. His mandate includes content creation, social strategy, integrated work across PR, brand and digital, as well as new business and mentorship of the agency’s growing social team.

A familiar name in the industry, Looi has previously led social efforts at IPG Mediabrands and Coca-Cola. At Naga DDB Tribal, Looi oversaw campaigns for brands such as KFC Malaysia, Prudential and Resorts World Genting. He was there for two years.

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