New Communications Lead at EDP APAC

Perspective Strategies has secured new and expanded accounts across corporate and consumer communications, as well as generative engine optimisation (GEO).

On the consumer front, the agency has been appointed by MILO Malaysia to provide communications strategy, public relations, media relations and on-ground activation support for its MILO Malaysia Breakfast Day, Energy for Good, Merdeka Day and Triple Advantage campaigns.

Jessica Funk, Brand Manager & Sustainability Lead at MILO Malaysia, said: “Perspective stood out for its strategic thinking, creativity and understanding of our various campaign objectives in its pitch proposals.

“Beyond its strong media relationships, the team demonstrated a willingness to embrace new challenges and deliver impactful, human-centred storytelling, whilst demonstrating an understanding of how to bring these stories to life in an authentic and meaningful manner.”

Other wins under the agency’s consumer and brand communications practice include Nescafé, Sun Lolly and ShopeePay.

The agency has also secured accounts under its corporate reputation and thought leadership practice, including the GEAR-uP programme under Malaysia’s Ministry of Finance, Asia School of Business and IJM.

Across its GEO offering, Perspective Strategies has secured two accounts: Mercedes Benz Malaysia and a retainer with Paramount.

The agency has also collaborated with technology partner Entermind AI, combining intelligence, frameworks and optimisation capabilities with communications strategy, corporate narrative and stakeholder engagement expertise for clients.

Tan May Lee, Partner and Executive Director of Perspective Strategies, said: “Our collaboration with Entermind brought together complementary capabilities across technology, research, branding and communications to reveal opportunities that were previously hidden. That enabled us to sharpen our PR activities to drive brand narratives for the client.”

Commenting on the appointment by Paramount, May Lee said: “Combining a traditional human perception survey with GEO audit of how the organisation was represented by generative AI platforms provided a more complete view of the factors shaping Paramount’s reputation. This ultimately shaped the strategic proposal to the Group.”

Yasmin Hilmi has joined The Dawn as PR & Marketing Communications Manager, based in Chiang Mai, Thailand.

In the new role, she is responsible for media relations, public relations, and external communications for the rehab and wellness centre.

Yasmin joins from HOMA, where she held a similar marketing and communications role.

Cynthia Chan has stepped up to the role of Assistant Manager (PR & Event), Marketing & Communications, Greater China at Knight Frank.

Based in Hong Kong, she manages the company’s regional corporate communications and branding, press relations, events and social media initiatives. Cynthia first joined the organisation as a Senior Officer in 2024.