Our people come from diverse backgrounds, bringing with them different perspectives to enrich our knowledge, expertise and experience.
Andy See Teong Leng
Founder, Principal Partner & Managing Director
After spending more than 10 years working with leading multinational and Malaysian consultancies including The Boston Consulting Group and Edelman, Andy decided to reinvent his career by setting up his own firm. This led to the birth of Perspective Strategies in 2006. The boutique agency grew quickly with the promise of delivering strategic counsel and quality services to clients and has over the years won numerous industry awards on the global and national levels.
Aside from steering the firm’s strategic direction and managing key client relationships, Andy regularly conducts spokesperson training and speaks at industry events on strategic communications, issues management and stakeholder engagement. Currently, he is the President of the Public Relations and Communications Association of Malaysia (PRCA Malaysia), spearheading efforts to champion the interest of PR professionals including industry best practices, quality and standards as well as talent development.
Since 2017, Perspective Strategies has been part of the Public Relations Global Network (PRGN), one of the world's leading independent PR agency networks. Andy is on the Executive Committee, serving as Secretary and Regional Vice-President for Asia Pacific (APAC). As Regional Vice-President, Andy leads PRGN's initiatives in growing the network's presence in APAC by pushing to enhance communication, improve coordination and drive momentum at the regional level.
Andy also actively contributes articles and thought leadership pieces on PR, leadership and strategic communications in various publications and online platforms.
Andy See Teong Leng
Andy loves to stay home so he could enjoy his favourite Netflix or Hong Kong TVB series. He enjoys watching the latest hit series on Netflix to the old Cantonese classics. As a loving husband and a doting father to two energetic boys, Andy spends most of his weekends relaxing by the pool, savouring gastronomic creations or catching the latest movie with his family.
Kek Soo Beng
Soo Beng is a much sought-after issues and crisis communications practitioner in the country. He regularly coaches CEOs and industry spokespersons focussing on media, issues and crisis management. Prior to co-founding the firm, he was previously the Chief Reporter of New Straits Times Press, The Malay Mail and the Vice-President as well as Director of Public Affairs for Burson-Marstellar’s Kuala Lumpur office.
Kek Soo Beng
Soo Beng has a great passion for collecting stamps. If he is not at work or playing badminton, Soo Beng is usually scouting for more stamps to “enrich” his collection. While he is still adding to his collection on a regular basis, he fears no one will appreciate or inherit his stamp collection.
Tan May Lee
Partner & Executive Director
Shortly after graduating, May Lee jumped into PR by chance and has never looked back after spending more than 15 years in the industry. She started her career in international and local agencies before joining two property giants, where she established the Corporate Communications and Investor Relations divisions. After eight years as an in-house practitioner, she began to miss the fast-paced, adrenaline rush of an agency life which eventually brought her to the warm family of Perspective Strategies. As hectic as it is on most days, she finds the joy in accomplishing clients’ deliverables and managing multi-accounts across various industries.
Tan May Lee
Some may cry “Impossible!” but as a mother to three princesses, May Lee manages to deftly balance her time and energy between work and family commitments. Even when she’s faced with tremendous pressure, she continues to put on a warming grin which stretches from ear-to-ear. The only time she usually gets anxious is when school holidays loom or if her helper is unavailable.
Director, Human Capital Perspectives
Sulynn is passionate about human flourishing and a life worth living. An inspiring executive coach and positive change strategist, a prolific writer and compelling motivator-teacher, powered by voracious reading and an insatiable appetite for learning, Sulynn exudes positivity and energy. Her work is her calling and she is grateful for opportunities to do what she loves and excels in. She is a pioneer in the Master of Applied Positive Psychology alumni community, and the founder of Asian Center of Applied Positive Psychology.
Her alter ego is Bohemian - free-spirited, unconventional and informal. She is an avid photographer now relegated to iPhone; a hopeful musician who now mostly plays CDs, and just picked up learning the cello for fun; and a creative experimental cook. She believes that we all have far more control over our life satisfaction than we credit ourselves for – simply choose to live well and focus on getting there.
Lee Ban Loong
Director, Business + Capital
Ban Loong hails from Ipoh and is a chartered accountant, with more than 15 years of experience providing assurance, tax and consulting services to multinationals and local companies in Malaysia. Currently he leads Business + Capital, a special practice which was formed to provide business consulting services in the areas of corporate restructuring, investor relations, mergers and acquisitions, financial due diligence and communications.
Lee Ban Loong
Who do you call if you need advice on property ownership? Ban Loong. Who do you call if you need advice on finance? Ban Loong. You get the point.
Director, Client Services
Melisa brings with her over a decade of in-house communications and agency experience. Her expertise include strategic messaging, corporate and brand communications, issues management and crisis preparedness.
During Melisa’s stint with international PR agencies, Ogilvy Public Relations Worldwide and H+K Strategies, she was responsible for leading both international and local client accounts across industries such as telecommunications, oil and gas, banking and financial services, sovereign wealth, education, property, automotive, technology and FMCG. Subsequently, Melisa joined Kenanga Investment Bank Berhad where she was responsible for marketing and communication initiatives across the group of companies (Kenanga and its subsidiaries).
Prior to Perspective Strategies, Melisa was the Head of Group Corporate Communications at QSR Brands for both its Downstream (KFC and Pizza Hut) and Upstream (Ayamas and Life) businesses. She was also responsible for the overall communications function of KFC and Pizza Hut in Singapore, Brunei and Cambodia.
Director, Client Servicing
Melisa’s passion for music has become the go-to platform when she needs to destress. When she’s caught in a shock, she becomes tongue-tied. Otherwise, she’s a bubbly person who enjoys doing nothing as her way of unwinding after a long day at work. A firm believer that passion is what truly communicates. Without passion, we can’t sell our story. Her belief: it’s not what you say or do; it’s how you say and do that defines you.
Ben started his career with British American Tobacco (BAT) in 2005 as a Human Resource Specialist. Recognising his passion and talent in Communications at the very onset, Ben eventually moved to the group’s Corporate and Regulatory Affairs (CORA) division and rose the rank as a Corporate Manager with a wide-ranging portfolio covering Media Relations, the Anti Illicit Trade Campaign and Manufacturer Stakeholder Management.
After five years with BAT, Ben left the corporate world to pursue his passion within the media industry, concurrently serving as a Print and Broadcast Journalist with The Star and Fox News respectively. The Star recruited Ben as a monthly columnist for “A Different Spin” section, where he wrote about social economic youth issues, from a different perspective. During this time, Ben was based in Singapore as the Regional English Premier League TV Presenter with Fox News.
Armed with his robust experience in both the Media and Communications industries, Ben eventually joined the Ministry of Youth and Sports, Malaysia and spent three years in his capacity as a High Performance Project Manager. His role encompasses the development of the overall organisational strategy, executing capacity building initiatives towards greater effectiveness and efficiencies as well as managing Communications and PR functions. Ben was the key driver behind the Ministry’s “Winning Mentality” brand, which was Malaysia’s Strategic Plan for Building a High-Performance Sporting Nation 2017-2018 that outlines the ideas, plans and insights pertaining to the nation’s aim to secure the first historic Gold Medal at the 2020 Olympic Games.
Prior to joining Perspective Strategies, Ben was the Head of Communications and Government Relations with the Malaysia Basketball Association (MABA), which further augmented his over 15-year journey in the Media and Communications industries.
Ben thoroughly enjoyed his career journey, constantly lamenting that “I have loved every minute of my Media and Communications career!”
Daddy Sports Guy
Ben is a father of two young children. His wife, Sofia, has just completed her Teaching qualifications, further building her career in the education sector. He wants to encourage his children and the young generation to play sports as he believes sports is a great ‘life teacher’ – on hard work, grit, teamwork and determination to win.
During his thinner and more athletic days, Ben rowed for Melbourne University Boat Club, Australia and won three Victorian State Championships.
His advice to his children is…“To work hard and give it your all, as it is the hard work that will always make the dream work.”
Zurinna Raja Adam
Zurinna was formerly a journalist with The New Straits Times Group, attached with Business Times. She is also a regular contributor to numerous international and digital publications. Her stories have ranged from corporate and financial news as well as feature articles on travel, beauty and health. Her editor called her the “Halal Queen”, following her regular by-lines about the Halal industry in the media. In 2008, she was recognised by the Malaysian Franchise Association with the Media Appreciation Award for her extensive coverage on issues related to the local franchise industry.
Zurinna Raja Adam
Hostess with the Mostest
Zurinna doesn’t need to find any special occasion to host guests over at her house; she just enjoys cooking and entertaining people at her home. Her house is always the venue of choice for family and friends to meet up and they usually request for her famous Laksa Johor. On weekends, she enjoys being a pillion rider on her husband’s big bike, venturing out of the city, breathing in the fresh morning dew, watching the sunrise and having a breakfast date against the backdrop of green mountains and waterfalls.
Jacinta comes with more than 20 years of experience in various areas of communications including public affairs, corporate communications, crisis communications, digital communications and event management. Through the years, she has gained experience whilst working at the Securities Commission Malaysia, PEMANDU, Philip Morris, Intel Malaysia and the Organising Committee of the XVI Commonwealth Games in Malaysia.
Jacinta spent her formative years of the profession at regional PR agencies Bulletin International and Ogilvy Public Relations in Singapore and recently, a stint at Bell Pottinger in Malaysia. In those roles, she worked with clients such as Hong Kong Disneyland, BMW Asia Pacific, Michelin Asia Pacific, Jones Day, Nestle Singapore, Pfizer Singapore, BETT Asia, Wharton Business School, UBER Malaysia amongst others.
Joey brings with her over 17 years of progressive experience in developing communication strategies and messaging programmes that influence outcomes and drive measurable results. She's skilled in strategic communication advisory, planning and implementation across digital and conventional platforms. She has counselled numerous clients in corporate, startups, wearable technology, consumer and lifestyle products, services and thematic events, both homegrown and international.
And she’s happy that way. Joey finds the sizzling of a steak, humming of the oven, clattering of dishes and pots therapeutic. Her secret wish is to find the garden fairies to help her grow fresh herbs and not weed! She doesn't mind having a green thumb for her next birthday either!
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 has 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 to education.
Michelle believes in reaching for the stars yet rooted in planning and strategising any communication processes. She is an avid reader of news portals that focuses on community-based stories as she believes that community transformation is the core of the country’s economic development.
Kek Jay Lyn
Jay Lyn started her career in Public Relations with Perspective Strategies in 2016 as an Associate, developing her corporate writing, media relations and strategic thinking skills with clients from the construction industry, statutory bodies, Government-linked companies and an international consumer brand. She was also a key team member on a public affairs project that sought to create awareness and educate Malaysians on the topic of sexual and reproductive health. Subsequently, in 2018, she refined her skills in teaching, social media management and project management as she pursued her passion and worked for a non-profit organisation. After her three year stint, she returned to the agency with new insights and fresh perspectives that help strengthen the strategic communications, stakeholder engagement and creative input she provides to clients.
Kek Jay Lyn
Warm, friendly and outgoing, Jay Lyn is the person to call if you want an adventure buddy! Whether it’s trying out a new activity like crocheting or picking up a new sport like 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 practising her impersonations.
Lai Chee Seng
Chee Seng comes from an advertising background where he started out as a junior copywriter 20 years ago. He’s had an unconventional career where his writing and communication skills have been put to the test in diverse contexts, including in the fields of education, digital content, social media, grassroots movements, NGOs, corporate communications, organisational communication, publishing, ghostwriting, politics and public relations. He has a keen sense for what makes a winning story, and many of his contributions to online media have gone super viral.
Lai Chee Seng
Chee Seng loves nothing more than to plop down on a sofa, switch off his brain, and enjoy a movie. But he suffers from an occupational hazard: he can’t stop analysing how the script was written and how it could be improved.
Yong Shen Feng
Shen Feng specialises in the development and implementation of digital and branding strategy, having worked with over 70 SME brands to build more than 80 web and mobile applications.
Sheng Feng’s expertise in digital brand strategy and marketing focuses on combining the use of various digital platforms to support the business goals of brands including social media, influencer marketing and search engine optimisation (SEO).
Passionate about all things digital, Shen Feng began selling e-books and magazines in 2014, and shortly after founded a tech start-up “JIOness” in 2015, a mobile app that promotes the happiness of eating together. He then established Triobits Venture in 2017, a digital agency that aims to craft memorable online experiences for clients around the world, covering responsive website design, software & app development, SEO, social media, branding & identity, e-commerce and more. Recently, Shen Feng also founded “Digital X Branding”, a 3-day programme to guide SMEs in building their brand in the digital space.
Shen Feng holds a Bachelor’s Degree in Microelectronic Engineering from the National University of Malaysia.
Yong Shen Feng
Don’t be fooled by Shen Feng’s expertise in digital and IT; he’s big on outdoor activities too. He enjoys hiking and diving – having conquered Mt Kinabalu in 2019 and completing his Advanced Open Water certification. During the weekend, you can also find him food-hunting and Pokemon-hunting.
Johan comes from a sports business background with experience in strategic planning, partnership management, stakeholder communications and media relations. Upon graduating from Laurentian University in Canada, he ventured into sports PR where he worked on campaigns for Manchester City, Arsenal and Chelsea Football Club when they visited Kuala Lumpur back in 2012 and 2013. Immediately after pursuing his Master’s degree at New York University (NYU), he landed a role as a Planning and Strategy Executive with the Malaysian Football League, focusing on developing a strategic blueprint for the stable and sustainable growth of Malaysian football. He is also the Treasurer for Ski Malaysia – Malaysia’s official Alpine Ski Association – where he aims to help Malaysian alpine skiers reach the Winter Olympics.
Football fanatic with a sweet tooth
Johan is known for his strong, passionate, and diehard support for Liverpool FC. He is also a dessert connoisseur, who spends his free time browsing for the best dessert spots in KL. It was once said that his perfect moment was eating a chocolate lava cake with vanilla ice cream while watching a Liverpool game. A glistening moment he called it. Also, his favourite alphabet is C, because it’s the first alphabet in chocolate, cake, cookie and coffee. If you ever need a favour from him, remember the four Cs.
Atiqah is a high-spirited public relation practitioner who has served across a diverse portfolio of clients from consumer, retail to healthcare brands as well as technology-focused brands within the eCommerce, consumer tech and social media space.
Atiqah truly believes that effective PR will drive a positive impact to the community and the country as a whole. Her experience in implementing and executing various traditional and social media campaigns, provides her with a strong foundation in developing a holistic, integrated approach to ideations and communications strategies.
Purr-sonal cat servant
A servant to EIGHT cats, there is never a dull day in Atiqah’s home. Sometimes, morning feed can be a bit chaotic! Cleaning up multiple messes, weekly grooming - it is a never-ending cycle of chores. But, their unconditional love makes her one happy cat servant. When she needs to zone out, Atiqah enjoys listening to film scores - from Steve Jablonsky, Hans Zimmer to Joe Hisaishi - letting her imagination run wild!
Paired with a curious mind and an adventurous outlook, Diane thrives on the challenge to continuously think outside the box. She believes that PR is about transforming an abstract, complex idea and bringing it to life with a bold, clear messaging that stands out – and one where people can relate to or connect with.
Armed with a Degree in Mass Communications from Tunku Abdul Rahman University College, Diane opted for Broadcasting as her area of specialisation. This enabled her to flourish as a Broadcast Journalist during her internship days with one of Malaysia’s leading independent news portal which garners over 2.5 million readers every month.
Passionate about storytelling, Diane focuses on asking the right questions, listening with an open mind, and developing a compelling story – in that order – supporting her team members towards achieving clients’ communication objectives.
Blessed with a cheerful and witty personality, her expressive self makes her an excellent people person. Diane believes in a heads-on approach and is never one to shy away from a new opportunity or to explore a fresh ideation. She is driven and determined to give nothing but only her very best.
There’s one thing that’s perpetually on Diane’s mind – FOOD! She’s probably thinking about her last sumptuous meal or what she will indulge in next. Diane is someone who wouldn’t mind travelling 3 hours just to get to the best chicken rice shop. She would spend every last penny she has on a good hearty meal!
She hopes that one day she’d marry a chef or someone who just loves to cook and would spoil her with…MORE food.
I eat to live. Sorry, scratch that. “I live to eat” – Diane Samuel.
Tristen graduated with a Bachelor's degree in Arts and Social Sciences from Monash University and a Diploma in Entertainment Arts from KDU University College (now known as UOW Malaysia KDU University College).
Tristen honed his writing skills during his internship with REV Media Group. His feature interview article with American musician and producer, KSHMR gained the highest traffic for JUICE Online Magazine in February 2017. Tristen also played a key role in the 2020 Le French Festival Malaysia, serving as an editor, stakeholder liaison, social media content strategist, and webmaster.
With his strong background in the performing arts and his passion for consumer relations and branding, Tristen hopes to introduce new methodologies in corporate communications in Malaysia through "Industrial Theatre".
Superstar wonderful weirdo
A creative writer, thinker and storyteller, Tristen is an active worker in the performing arts scene in Malaysia. Some of his notable works include catch-22, PohLiThik, Wayang Mak Yong Stories and Theatre of The Arts.
He has dabbled in acting, directing, dance and playwrighting and is an arts educator. Tristen believes that speech, movement and expressive arts are key points in cultivating astute minds.
As an artist, his works are driven by a compulsive need to investigate socio-psychological relationships and a desire to communicate with the wider public. Tristen has received multiple accolades in his field including winning the 17th BOH Cameronian Arts Awards for Best of 2019 with the PohLiThik cast where he played the lead role and the Mercedes Benz Creative Excellence Award for his choreography for Catch-22 at the 2020 Short and Sweet Dance Festival, KL.
Alia brings with her branding and campaign execution experience. She has served several government-linked companies and higher learning institutions to promote financial literacy rate among Malaysians.
Currently, Alia is involved in assignments for key clients in the areas of social community management, social content planning and media relations.
Prior to joining Perspective Strategies, Alia started her career with Permodalan Nasional Berhad, one of the largest fund management companies in Malaysia, as a Unit Holder Communication and Financial Education Trainee.
Passionate in building and enhancing relationships, Alia believes in having the right attitude in gaining new perspectives with an open mind. She strives to achieve her goals progress in her career and personal life.
What is happiness to Alia? It is being able to lie down and enjoy a great movie after a long, tiring day at work. She believes that resting her mind while enjoying a good movie is highly therapeutic and the perfect way to care for herself.
The anchor of the ship, Annitha is the reason for the team’s sanity by ensuring the smooth running of the administration affairs at the workplace. With her extensive experience and impeccable interpersonal skills, Annitha contributes valuable support to the consulting team as well as memorable, witty punch-lines for laughter.
An avid runner and fitness enthusiast, she would be able to perform more burpees and outrun everyone else in the office. Having completed a full marathon at the age of 50, nothing seems to be of a challenge for her, except technology. You’ll have difficulty reaching out to her beyond office hours as she’s notorious for not carrying her phone. You’ll have a higher chance spotting her on the dance floor or at the park.