Salina Salleh and Donovan Chan appointed as Deputy Managing Consultant and Senior Digital Director, respectively, to spearhead a new chapter of growth

KUALA LUMPUR, 23 January – Archetype, a global marketing and communication strategy agency and part of the Next15 network, today announced key leadership appointments to propel its next phase of growth in Malaysia.

Salina Salleh has been promoted to Deputy Managing Consultant, while Donovan Chan has been appointed as Senior Digital Director. These appointments underscore Archetype’s continued drive to deliver integrated communications and marketing solutions that seamlessly blend authenticity with emerging technologies.

In her new role, Salina will focus on shaping and operationalising the agency’s growth culture, with an emphasis on client portfolio expansion, skill development, and wellbeing strategies. Over her 12-year journey at Archetype, Salina has been a driving force behind the agency’s evolution from a public relations specialist agency to trusted partner in strategic communications and integrated marketing consultancy.

Her contributions include leading multi-platform campaigns for brands such as Disney+ Hotstar, McDonald’s Anugerah Guru Inspirasi 2020, P&G, foodpanda, as well as policy communications for Airbnb, TalentCorp, Khazanah Nasional, Employees Provident Fund (EPF) and Malaysia Aviation Commission among others.

Since joining Archetype, Donovan has played a pivotal role in advancing the agency’s digital marketing expertise. His work has driven TikTok content and follower growth for OATSIDE and forged new partnerships with brands like Mandom and Teafe Gong Cha. By fostering collaboration between communication consultants and creative marketing talents, Donovan strives to scale Archetype’s data-driven, next-generation digital offerings.

“This year marks our 19th year in operation,” said TS Lee, Managing Consultant of Archetype Malaysia. “The landscape is constantly evolving, requiring us to rethink our clients’ needs and the agency’s operating model. These appointments strengthen our cohesive team, enabling us to deliver more meaningful value to our clients, while honing our expertise in human-centric authenticity amid the rapid developments of AI, emerging technologies and the ever-changing communications landscape.”

Salina and Donovan’s leadership aligns with the broader direction of Next15’s Marker Collective, which unites Archetype, Nectar, and Outcast to bring leading consultancies and technology expertise in a model architected to deliver unprecedented results over the long term. The collective recently introduced Delve, an insight engine transforming brand understanding through robust tracking, analysis, and reporting.

“At Archetype, we’re not just shaping strategies for our clients, but also cultivating a talent powerhouse that anticipates and meets future demands,” said Salina Salleh. “I’m ready to put our plans into motion to ensure we remain a collaborative, trusted and future forward partners for our clients.”

Donovan on the other hand said, “AI has undeniably transformed the marketing landscape, often resulting to more automated and less authentic connections. At Archetype, we harness it to amplify creativity and authenticity. By merging AI-driven insights with human-centric strategies, we help brands create meaningful audience engagement. From optimising content across paid, owned, earned and social platforms to empowering social influencers to tell genuine stories, our approach ensures that technology serves creativity, and not the other way around.”

Both leaders will work closely with TS Lee and the local leadership team, including Yeow Mei Ling, APAC Deputy Regional Director, and Directors Gaby Linang and Sophia Koay. Over the years, the agency has built a strong reputation for strategic communications and public relations, earning numerous industry accolades along the way.

This expertise has expanded into specialist areas, gaining multiple awards in B2B marketing, crisis communications, branding, and design. This collective expertise has driven impactful campaigns such as IKEA Snooze Fest, the LEGOLAND Schools Challenge, and MINILAND Amazing Malaysia, reflecting the agency’s work across a diverse portfolio that spans technology, retail, FMCG, travel and hospitality, healthcare, and public sectors.

About Archetype Agency
Archetype is a global marketing and communications strategy agency that partners with category creators and industry leaders to build the world’s most magnetic brands. Via its integrated suite of strategic, creative, PR, and digital communications services, Archetype creates campaigns and programmes that aid companies and organisations to drive meaningful, effective engagement with audiences to foster long-term success. For more information, please visit www.archetype.co.

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For more information, please contact:

Malaysia Media Contact
Krishanti Beleya
krishanti.beleya@archetype.co
603 9212 3950

Regional Media Contact
Fabrice Kerboul
Director Sales and Marketing, APAC
fabrice.kerboul@archetype.co
+61 2 9956 5733