Subway Malaysia names new marketing director

Fast food restaurant franchise Subway has appointed Wai Seng Kong (pictured left) as its new marketing director. He will be based in Malaysia, according to a LinkedIn post by Kong. 

He wrote: “I’m happy to share that I’m starting a new position as marketing director at Subway.”

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Prior to this appointment, Kong helmed the marketing team of A&W Restaurants Malaysia for over two years. He also held the role of head of marketing at 4FINGERS Crispy Chicken from 2019 to 2020.

Prior to that, Kong spent just over five years at KFC which saw him rising up the ranks quickly after he was promoted from assistant marketing manager to senior marketing manager in just two years.

His entry into the fast-food industry comes after Kong spent four years at McCann Worldgroup in Malaysia, moving up from an intern in 2009 to become brand manager in 2013.

MARKETING-INTERACTIVE has reached out for more information.

The appointment comes as Subway continues its significant marketing efforts in the APAC region. Last year, Subway Singapore created its very own museum, the Subway Big Museum of Taste in Singapore. The museum was made up of experiential digital installations and interactive activities as part of its ongoing “What’s Your B.M.T.” campaign, which encourages guests in Singapore to explore and discover the meaning behind their own interpretation of B.M.T.

The museum ran from 10 to 30 August, and in line with the initiative Subway also unveiled two upgraded versions of its B.M.T., Double Cheese and B.M.T. Plus. The campaign also brought to life the Subway mascot, SubBro, in a larger-than-life 3D advertisement.

The museum featured nine interactive installations across four zones, and guests were be greeted by a giant seven metre long Italian B.M.T. sub at the entrance of the museum.

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