BBDO/Proximity names new head of digital

Her responsibilities include growing the agency’s digital offerings, developing new business, implementing digital strategies and leading Proximity's client service team.

With 12 years of work experience in advertising, marketing and communications, she worked on projects with Discovery Channel International (regional), P&G Olay (regional), Unilever, Cadbury Confectionery Malaysia and KFC Holdings Malaysia throughout her career in digital. She was most recently with IF Interactive (Isobar Malaysia).

Cheng began her career working for fashion brand Esprit (Malaysia) in 1999 as a visual merchandiser, and saw the opening of edc by Esprit, and its cosmetics line, Red Earth. She then moved on to other companies to build her repertoire of digital work.

Jennifer Chan, group chief executive officer at BBDO/Proximity Malaysia, noted that digital is increasingly a requisite in any brand campaign and it’s driven by fresh talent with an eye for out-of-the-box ideas.

“As such, we are thrilled to have Lynette on board. She is an experienced practitioner in Malaysia’s relatively young digital industry and I have no doubt that we will add value to BBDO/Proximity Malaysia and ultimately help our clients build their brand on an important consumer touch point,” she said.

Commenting on her appointment, Cheng said she is ready to bring the agency’s digital services to a new level, developing new relationships and dynamic projects.

“I am very excited to be part of BBDO/Proximity and look forward to working with the impressive portfolio of client brands,” she added.