Archetype, a global marketing and communication strategy agency within the Next15 network, has announced important leadership appointments to fuel its next growth phase in Malaysia. These changes highlight Archetype’s ongoing commitment to delivering integrated communications and marketing solutions that combine authenticity with cutting-edge technologies.
Salina Salleh has been promoted to deputy managing consultant, while Donovan Chan has been appointed as senior digital director.
In her new position, Salina will concentrate on fostering and implementing a growth-oriented culture at the agency, prioritising client portfolio expansion, skill enhancement, and wellbeing initiatives. Over her 12-year tenure at Archetype, Salina has been instrumental in transforming the agency from a public relations specialist to a trusted partner in strategic communications and integrated marketing consultancy.
Her achievements include spearheading multi-platform campaigns for brands like Disney+ Hotstar, McDonald’s Anugerah Guru Inspirasi 2020, P&G, foodpanda, and executing policy communications for organisations such as Airbnb, TalentCorp, Khazanah Nasional, the Employees Provident Fund (EPF), and the Malaysia Aviation Commission, among others.
Since joining Archetype, Donovan has played a pivotal role in enhancing the agency's digital marketing expertise. His contributions have driven TikTok content growth and increased follower engagement for OATSIDE, while also securing new partnerships with brands like Mandom and Teafe Gong Cha. By fostering collaboration between communication consultants and creative marketing teams, Donovan strives to elevate Archetype's data-driven, next-generation digital solutions.
Salina and Donovan’s leadership aligns with the overarching vision of Next15’s Marker Collective, which integrates Archetype, Nectar, and Outcast to combine top-tier consultancy services with advanced technology expertise. This collaborative model is designed to achieve long-term outcomes.
Recently, the collective launched Delve, an insight engine that improves brand understanding through comprehensive tracking, analysis, and reporting.
TS Lee, managing consultant at Archetype Malaysia, said, “This year marks our 19th year in operation. 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”.
Speaking on their appointments, Salina said, “At Archetype, we’re not just shaping strategies for our clients, but also cultivating a talent powerhouse that anticipates and meets future demands. I’m ready to put our plans into motion to ensure we remain a collaborative, trusted and future forward partners for our clients”.
Meanwhile, Donovan commented, “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 collaborate closely with TS Lee and the local leadership team, including Yeow Mei Ling, APAC Deputy Regional Director, as well as Directors Gaby Linang and Sophia Koay. Over time, the agency has established a strong reputation for strategic communications and public relations, garnering numerous industry accolades.