TIME group head of marketing departs

Andrew Yeoh (pictured) has stepped down as group head of marketing at TIME dotCom (TIME)

The marketer wrapped up his stint with the company last month after more than four years in the role.

In conversation with A+M. Yeoh said that the time felt right to pursue a new challenge after what he described as a "thrilling and impactful" chapter with the telco. 

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During his time at TIME, Yeoh spearheaded two major initiatives that remain career highlights: the creation of the 'Kabel besar' ('Big cable') creative platform and the brand's major refresh in October 2022. 

The 'Kabel besar' creative platform has anchored 19 campaigns to date, said Yeoh. Most recently, the brand released a festive Hari Raya film titled "Rumah terbuka kabel besar" ('Big cable's open house') under the platform. 

Meanwhile, the brand's major refresh was credited for playing a key role in boosting the company's market capitalisation by over RM3 billion. This, said Yeoh, is a case of marketing delivering real shareholder value. 

When asked what were some of his favourite campaigns with the brand, Yeoh said "you never forget your first", alluding to the 'Kabel besar' launch campaign in 2021. Yeoh also cited the multi Effie-award winning B2B campaign "Time's 3Cs of digitalisation" as one of his favourites. 

“Never take the privilege and blessing of doing good work for granted. If good work was easy, everybody would do it," said Yeoh. 

Currently, Yeoh is taking a short break to rest and recharge before diving into his next venture.

Other campaigns that were released under Yeoh's helm are "Tiada lagi drama pukul 7 dengan WiFi 7" ('No more 7 o'clock drama with WiFi 7') and "Your father's ad".

"Tiada lagi drama pukul 7 dengan WiFi 7" showcased the benefits of WiFi 7 by comparing it to resolving everyday Internet dramas while "Your father's ad" is a humour-filled campaign to celebrate Chinese New Year.

Last year, the brand appointed Lau Mun Yee as its head of branded content and social. In the newly created role, Lau will lead the social media team and develop compelling branded content strategies across various digital platforms covering consumer, SME, wholesale and enterprise businesses.

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