ExplorE Emerging Digital Trends!


Day 2, 23 June @ 9.40am

Digital Ecosystem - Long Term Brand Value

There are two sides that advocate for branding or for performance. “It’s all about numbers”, every marketing dollar should be tied to ROI – says one or “Building a lasting connection”, brand identity, reputation and loyalty are crucial for long-term success, says the other. Let’s get straight to it and hear both opinions.


Norshiha Tahir

Business Development Director


Norshiha Tahir, or more fondly known by her peers as Shiha, is no stranger to the advertising scene. With over 16 years of advertising experience under her belt, Shiha has been in both media and creative agencies which has armed her with the skillset and ability to do both media and content integration. She is both analytical and strategic as well as intuitive when it comes to content.


Shiha is never one to shy away from challenges and is constantly up for the next big challenge. Her passion has led her to work some of the biggest local and global clients like Astro, Malaysia Airlines, Tune Talk, F&N Creameries, DRB Hicom, winning a few prestigious awards in the process.


Shiha has recently joined MGID, an AdTech Global Advertising Platform to further spearhead growth for the business performance and presence in the market.


Sai Phaik Cheng

Head of Agency


She has over 20 years of experience in communication and marketing from 5 sides – creative advertising side Naga DDB & BBDO, client side in Nestlé Malaysia delving into CRM and Media, media owner side Velocity Asia where she was responsible to manage new in-store media in MyNews and other OOH assets, from the consulting side working with numerous clients on their marketing campaigns. She was engaged by Google to conduct Brand Ideation workshops under their Brand Hack module. Finally, from the media side where she was the Head of Strategy for Wavemaker MY and Mindshare Group before taking over the role of an Agency Lead.

Andrew Yeoh

Head of Marketing

TIME dotCom

Andrew currently oversees the marketing and digital transformation arm of TIME dotCom, a listed  Malaysian telco with investments in fixed broadband, cloud computing, data centre, connectivity and  cybersecurity solutions spanning the globe. He has close to 20 years’ experience across both the  client and agency spectrum, handling brands as diverse as IKEA, KFC, Uniqlo, BMW, and Disney both  locally and regionally. Prior to TIME, his experience includes marketing and strategy leadership roles  at IBM, P&G, Interbrand, Isobar, DDB and IKEA. He holds an MBA from the Melbourne Business  School. Recently, Andrew was recognised as one of the Top 25 Innovators in Asia Pacific for 2020,  according to the Innovator 25 Global Rankings

Irene Wong

Chief Executive Officer

Grey Singapore & Malaysia

Irene was appointed CEO of Grey Malaysia in 2015 and is widely recognized for rebuilding and reshaping the agency. Since then, the MY studio has been named Malaysia Agency of the Year in 2020 & 2021 by Campaign Brief Asia and won at all the major international award shows, such as, Cannes Lions, D&AD, One Show, Effie, Adfest, AdStars, and Spikes Asia. Under her stewardship, the business has continued to grow year-on-year, with a healthy and stable mix of local and multinational clients across industries, such as Telekom Malaysia, Ministry of Finance, The National COVID-19 Immunisation Programme, SEA Games 2017, P&G, Lenovo, Volvo, HSBC, Hong Leong Bank, Coway and giga! to name a few. In 2022 Grey Singapore joined Grey Malaysia to become one unit under the
leadership of Irene. This change follows several years of robust performance at Grey Malaysia.

Xin-Ci Chin

Head of Marketing


Xin-Ci Chin is the Head of Marketing at StoreHub, the omnichannel operating system that powers over 16,000 retail & restaurant SMEs across Southeast Asia. 


Prior to StoreHub, Xin-Ci cofounded Watch Over Me, a personal safety service used by over 300,000 women in 100+ countries, which was acquired by Carousell in 2016. Throughout her marketing career spanning over 13 years, she has also served as a strategic marketing advisor and digital marketing specialist, consulting for companies across a variety of industries. 


As StoreHub’s Head of Marketing, Xin-Ci leads a team of over 30 performance marketers, content creators and acquisition specialists focused on B2B marketing and consumer acquisition.

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