Mark Challinor interviews Sue-Anne Lim, CEO of UM Malaysia, discussing her successful agency transformation amidst industry challenges. Lim emphasizes the importance of re-evaluation and operational streamlining, acknowledging how pressure catalyzed their growth. She mentions the shift in revenue streams due to changing client expectations, which demand more value at lower costs. Despite 2024 being difficult, it fostered positive changes, and UM Malaysia looks forward to further opportunities and clarity in 2025, reinforcing their commitment to clients and media innovation.
We took a hard look at ourselves, stripped out what no longer served us, and rebuilt the agency with sharp focus.
Sometimes, the best growth happens when you're under pressure. True transformation doesn't happen overnight and certainly not within a year.
The traditional agency model is under pressure. Clients are expecting more value for less cost.
We have seen positive business momentum in 2025 and are excited to build on this with even better clarity.
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