Founder, Principal Partner & Managing Director
After more than a decade of working with multinational and local consultancies including The Boston Consulting Group (BCG) and Edelman, Andy decided it was time to set up his own practice. He founded Perspective Strategies in 2006 and the boutique agency quickly built a solid reputation for quality strategic counsel, eventually becoming one of the leading PR and Strategic Communications consultancies in Malaysia.
Andy adopts a hands-on approach to his work and the business. Besides managing the firm, he leads strategic client relationships and coach corporate spokespersons in their media and stakeholder engagements. He also speaks regularly at industry events and contributes thought leadership articles on PR, Leadership, Strategy, Sustainability and Communications. Recently, Andy was elected the President of the Public Relations Global Network (PRGN). He is the first Asian and Malaysian to be entrusted with the leadership role for the global network of more than 55 independently owned firms. He is also an Adjunct Professor in the School of Media and Communication, Taylor’s University and a past president of the Public Relations and Communications Association of Malaysia (PRCA Malaysia).
In his free time, Andy loves to relax with the latest movies and series on various streaming services. He is a loving husband and doting father to two energetic boys and enjoys weekends relaxing at home, food hunting or just watching a movie together with his family. Andy also loves to travel with his wife, meeting friends and sharing the best culinary experience from all over the world.
Soo Beng is one of Malaysia’s highly sought-after issues and crisis communications practitioners. He regularly coaches CEOs and industry spokespersons on media, issues, and crisis management. Prior to PR, Soo Beng was the Chief Reporter of the New Straits Times Press and Malay Mail. He was also the Vice-President and Director of Public Affairs for Burson-Marstellar’s Kuala Lumpur office.
Soo Beng has a great passion for collecting stamps. When he is not at work or playing badminton, he is usually on the hunt for more stamps to add to his collection. His greatest worry is that there will be no one to appreciate and inherit his vast collection.
Partner & Executive Director
May Lee chanced upon PR shortly after graduating and has not looked back since. She worked with local and international PR agencies before making the leap into corporate. She set up the Corporate Communications and Investor Relations divisions of two property giants during her time as an in-house communications professional. After 8 years, she decided to return to the fast-paced agency life and eventually joined the Perspective Strategies family as a Partner, where she leads ideas-driven initiative for top companies and brands in various industries.
Aside from her professional experience, May Lee is extremely passionate about contributing back to society. She has been providing strategic counsel and communications support on various public affairs and lobbying efforts in the areas of workplace discrimination and parental rights.
Some may cry “Impossible!” but May Lee deftly juggles her time as a wife and mother to three princesses and a successful businesswoman. Behind her warm grin is a core of steel that enables her to keep up her energy even under tremendous pressure. She believes in “living life to the fullest” – savouring every precious moment with her family, enjoying the company of her best buddies, and seeing as much of the world as possible in this lifetime!
Senior Director, Client Services
Melisa has over a decade’s experience in agency and corporate communications. She has worked with international agencies such as Ogilvy and H+K Strategies, leading a portfolio of local and multinational clients in diverse industries. Subsequently, Melisa joined Kenanga Investment Bank Berhad where she was responsible for the marketing and communication initiatives across the group’s entities. Prior to joining Perspective Strategies, she was the Head of Group Corporate Communications at QSR Brands, responsible for the communications function across Malaysia, Singapore and Brunei.
Melisa is a passionate, bubbly person and she brings that high energy to her work. So, it’s no surprise that to unwind and destress, she needs to do the exact opposite – sleep and zone out.
Director, Human Capital Perspectives
Sulynn is an inspiring executive coach and positive change strategist, prolific writer and compelling motivator-teacher that exudes positive energy. She believes that everyone has far more control over our happiness than we believe – we just need to focus on making the choices that give us the life we want. Her work is powered by a strong sense of calling and a voracious appetite for reading and learning. She is grateful to be able to pursue her passion for helping people flourish and design a life worth living. She is also a pioneer in the Master of Applied Positive Psychology alumni community and the founder of Asia Centre of Applied Positive Psychology.
Sulynn’s alter ego is a free-spirited Bohemian who loves nothing more than to see what unconventional life presents to her. She’s an avid photographer, who mainly uses her iPhone now; an aspiring musician who picked up the cello for fun but mostly just plays CDs; and an experimental cook looking for creative ways to make ingredients taste amazing.
Director, Business + Capital
Ban Loong is a chartered accountant with over 15 years of experience in providing assurance, tax and consulting services to local and multinational companies in Malaysia. He provides business consulting services in the areas of corporate restructuring, investor relations, mergers and acquisitions, financial due diligence and communications.
Who do you call when you need advice on property purchase and ownership? Ban Loong. Who do you call when you need advice on financial planning? Ban Loong. You get the drift.
Senior Manager, Human Resources and Administration
As the anchor of the ship, Annitha keeps the team sane by making sure the office runs smoothly and all paperwork is in order. In addition to her years of experience, Annitha has impeccable interpersonal skills and a killer sense of humour. Her sharp one-liners bring some much needed laughter to the consulting team, while her genuine friendship offers solid support when the going gets tough.
An avid runner and fitness buff, she completed a full marathon at the age of 50. She can out-run and out-burpee everyone else in the office. Nothing seems to challenge her, except technology. She’s notoriously unreachable after work because she can’t seem to figure out how the phone works then. You’ll have a higher chance of spotting her on a jogging track or dance floor somewhere.
Nature lover, swordsman
James is a veteran of the communications industry, having worked in publishing as well as in public relations over the past 10 years. With the Strategic Public Relations Group (SPRG), he managed clients from a broad range of industries including property development, entertainment, insurance, and the non-profit sector. Some of his clients include Marsh Insurance Brokers, the Pulau Banding Foundation (under the Emkay Group), Reef Check Malaysia, and the Petronas Merdeka Awards. In Edelman, James led accounts in the healthcare space such as GSK, Novartis, Wyeth Nutrition, Novo Nordisk, and Regency Specialist Hospital in promoting disease awareness, building relations with stakeholders, and utilising the latest digital and social channels for reaching out to consumers in the post-pandemic new normal. He also has experience in corporate communications as he worked in-house with creative agency Lion & Lion to effectively promote the company’s branding and positioning.
James divides his spare time between two hobbies – venturing into green spaces to take pictures of insects, or expanding his collection of playing cards, Monopoly sets, dragon figurines, and books that he will probably only read once in his lifetime. He also has a few years of swordplay experience (and a couple of swords) allowing him to critique the fight scenes in shows like Game of Thrones and The Witcher.
Senior Content Strategist
Chee Seng kicked off his career in advertising and has since gathered 25 years of experience as a writer, content strategist, speaker and trainer. His diverse expertise encompasses areas such as marketing communications, digital and social media, publications as well as PR, and has worked with local and multinational clients such as Yahoo Malaysia, UNICEF, Kuwait Finance House, MaGIC and Eastspring Investments, among others. He is also a record-holding viral writer, whose long-form content regularly reaches 4 to 5-figure shares.
Chee Seng loves nothing more than to laze on a sofa, switch off his brain and truly enjoy a movie. But he suffers from an occupational hazard — he can’t stop analysing how the script is written and how it could be improved!
Shen Feng’s expertise is in the fields of digital brand strategy, social media marketing and search engine optimisation (SEO). Having worked with over 70 SME brands and building more than 80 web and mobile applications, he is passionate about all things digital. Shen Feng has founded a few tech start-up and currently runs a 3-day “Digital X Branding” programme which guides SMEs in building their brand in the digital space.
While Shen Feng’s expertise in digital and IT, he’s also big on outdoor activities. He enjoys hiking and diving – and has successfully conquered Mt Kinabalu and completed his Advanced Open Water certification. On weekends, you can also find him food-hunting.
Hostess with the Mostest
Zurinna was a former journalist with the New Straits Times Press Group, attached to the Business Times. She is also a regular contributor to numerous international media titles, with stories ranging from corporate to financial news, to features on health, beauty, and travel. She is known as the “Halal Queen” by editors for her numerous by-lines about the Halal industry in Malaysia. She has also received the Media Appreciation Award from the Malaysian Franchise Association for her extensive coverage of issues related to the local franchise industry.
Zurinna enjoys cooking and entertaining people at home. Any reason is a good reason to host a makan party. Friends and family know how to make a beeline to her house to get a taste of friendly hospitality and some outstanding Laksa Johor. On weekends, she rides pillion on her husband’s cruiser, heading out to the rural areas to enjoy a bit of fresh air and the beautiful views of the mountains and waterfalls.
Music and travel lover
Jacinta has over 20 years of experience in public affairs, corporate communications, crisis communications, digital communications, and event management. She has worked with notable agencies such as Bulletin International and Ogilvy PR in Singapore, and with Bell Pottinger in Malaysia working with clients such as Hong Kong Disneyland, BMW Asia Pacific, Wharton Business School and Nestle Singapore to name a few. She has also worked in-house with Securities Commission of Malaysia, PEMANDU, Philip Morris, Intel Malaysia, and the Organising Committee of the Commonwealth Games in Malaysia 1998.
Jacinta’s passion is music, food and travel! She’ll never turn down an opportunity for an entertaining concert, a yummy meal and a trip to a far off city. Sometimes all at once!! She’s travelled to Singapore, Los Angeles and even Melbourne for that perfect blend of music, food and travel!
Brand Activation Lead
Marc comes with more than 25 years’ experience in the public relations arena, with a core focus in branding and strategic communications for consumer and lifestyle-focused activations.
A graduate of Chartered Institute of Marketing, Marc chanced upon the PR industry as his first career launch pad and proved his mettle as a steadfast PR practitioner in several multinational PR outfits such as Weber Shandwick and Edelman PR. He served a wide range of corporate, consumer, sports and lifestyle clients – notably Visa International, Fitness First, Louis Vuitton, Marlboro, Unilever Group and Fonterra. With a passion for events and a nose for news, Marc finds much gratification in the areas encompassing strategic planning, ideations, content writing and campaign activations.
Albeit in his 50s, Marc looks much younger than his age, which he attributes to good family genes and invaluable tips from his clients in the health and beauty fraternity. His other ‘secrets’ to his youthful looks include staying ‘young at heart’ and enjoying things that keeps him happy and fulfilled such as engaging in witty banter with friends, singing his heart out at karaoke sessions, watching sitcoms and keeping the flames of his ‘first love’ alive – drawing!
His wish? – “To leave a legacy: touching people’s lives and putting a smile on their faces!”
Senior Consultant & Strategy and Sustainability Lead
Jay Lyn kicked off her career with Perspective Strategies as an Associate and has since worked with statutory bodies, GLCs and major consumer brands. She took a three-year sabbatical from communications to work for a non-profit organisation – refining her skills in teaching, social media management and project management. She returned to agency life with fresh gusto and a fresh perspective in strategic communications, stakeholder management and creative execution
Warm, friendly and outgoing, Jay Lyn is your go-to adventure buddy! Whether it’s crocheting or dragon boat racing, she’s always up for a new adventure. When she isn’t planning her next escapade, you’d most likely find her in church, outdoors or practicing her impersonations.
Purr-sonal cat servant
Nurul Atiqah is a high-spirited public relations practitioner with experience working with consumer, retail, healthcare, and technology brands. She truly believes that effective PR will result in positive impact on the community and the country. Her experience in implementing traditional and social media campaigns enables her to develop holistic ideas and communication strategies.
A servant to EIGHT cats, there is never a dull day in Atiqah’s home where things can turn chaotic very quickly! But their unconditional love makes her a happy cat servant. When she needs to tune out from the world, Atiqah will listen to film scores such as Steve Jablonsky, Hans Zimmer, Joe Hisaishi and let her imagination run wild!
Michelle began her career as a TV producer and broadcast journalist, interviewing both international and local public figures. She later transitioned into an award-winning, multi-national PR firm as well as other PR boutique agencies which have given her a solid, holistic understanding of the communications realm. With more than a decade of experience across corporate and marketing communications, Michelle has built her expertise and credentials in various industries, ranging from finance, property, nutrition, beauty, art and culture, technology and insurance to education.
With a toddler in tow, Michelle is now more actively than before, in exploring different food, culture and sights every week, so that her daughter can experience as much as possible in her growing years! Whenever she finds some ‘me’ time, she will be scrolling over news portals to read about community-based stories as she views community transformation as vital for the socio-economic development of a nation.
Professional (at home) Rockstar
A strong believer that communication is what makes us human, Salma knew that her passion was in PR ever since she was in high school. Building her career in the field of PR and media intelligence, Salma has gained insights into the best of both worlds which gives her an edge in producing impactful work for clients.
On off days, Salma kicks back at home, playing her guitar or jamming on the drums. At other times, she’ll binge watch videos on YouTube in the name of “knowledge expansion”. Some of her top video topics are about space exploration, ways to battle climate change, social and economical developments of countries and how to make a knife from Jello.
Brandon graduated from UOW Malaysia KDU University College with a degree in Mass Comm (Hons) majoring in Corporate Communications. He found his passion for PR through public speaking competitions and other social initiatives while he was still a student. His natural curiosity drives him to always seek new views and possibilities, which supports his growth in the field of PR consulting.
Brandon volunteers at Global Shapers KL, an NGO that brings together passionate young leaders to create projects designed to impact local communities. He’s also a gaming geek, spending hours to dive deep into game mechanics to perfect his ‘art’. He especially loves the immersive experience of open-world games with a good story.
Amir brings with him a passion for creativity and the belief in change. He believes that truth encompasses layers of narratives and should be told in a way that captures the heart of those who hear it. Currently, he is involved in corporate reputation management, social media management and media relations.
Amir has always been fascinated with arts and creativity. He not only has a passion for writing, but also for music, cooking and public speaking. Having trained under some of the greatest debaters in Asia, Amir also has experience judging and moderating international debates.
K-Drama Lover, Country Music Lover
Myra holds a degree in Mass Comm and Media Studies (Hons) from Universiti Teknologi MARA, majoring in Public Relations. She brings a youthful energy and unique perspectives to the team. She is enthusiastically diving into the PR world, and is enjoying the fast-paced work environment.
Apart from work, Myra enjoys reading and outdoor activities. She finds that these activities broaden her horizons and helps her keep in touch with the world around her. She also loves brunches, binge-watching K-dramas and listening to BTS and Brett Young.
Appreciates the beauty of simplicity
Izyan joined Perspective Strategies as an Associate, eager to learn all the ropes of communications within the Public Relations industry. Her stint as a media planner in an international advertising agency grounded her with a deep understanding of the marketing strategy of her diverse clients, as well as a strong understanding of today’s media landscape. Ultimately, PR is what her heart truly desires and where her passion lies.
She appreciates the simpler things in life. Together with her beloved family, she loves exploring the intricacies of kampung houses as well as local Malay delicacies (the best ones are usually served in these warungs!). As a true-blue Gen Z, her other interests include watching dance videos, mukbangs and everything-beauty related – where else but on YouTube or TikTok!
At a crossroads between the dizzying number of avenues available to a fresh graduate, Nurul is excited to continue her journey down the path of public relations. Nurul recently completed her bachelor’s degree in Arts and Social Sciences. She is well versed in topics from international relations, history, anthropology, and philosophy, aiding her in exploring what story lies at the heart of community. Now, at Perspective Strategies, she uses her diverse skillset to navigate the constantly evolving world of corporate communications, crafting messages for the public with the utmost care.
Nurul is a lover of stories in any shape or form. Whether it’s at the theatre after hours, where she delves into a world of “what if this happened”, or at the local art gallery, exhibiting a new collection by young Malaysian artists, you can bet she’s down to venture into the imaginations and opinions the world has to offer.
Senior Administrative Executive
Romyen Pragasam started her career in Banking & Finance, and later ventured into the Healthcare industry. As a Healthcare facilitator with the Training and Development Department of a reputable private medical centre, she believed (and still believes) that everyone deserves development and improvement in their professional life, and that no one should be left behind. In Perspective Strategies, she will be supporting the Managing Director; and assisting with the Human Resources, Administrative and Finance matters of the office.
She regularly becomes the topic of discussion because of her name (do let her know if you have come across another person with her name), her vegetarian diet and the long career break that she took to care and nurture her (then) young children. She loves her ‘me-time’ with a book and a mug of coffee; as much as her ‘family & friends-time’ – outings, dining, travelling or just laughing and chatting. She is always in search of fruitful and fulfilling endeavors – while believing in keeping her life ‘simple and noncomplicated.’