40 Under 40 2024: Su Ling Chan, MBCS

Su Ling Chan

General manager, strategy and planning
MBCS
Malaysia

Su Ling Chan is an award-winning strategist who combines the discipline of a competitive athlete with the creativity of a leading advertising professional. Her grit and team-captain charisma have earned her accolades such as Campaign Asia’s Southeast Asia Strategic Planner of the Year (2017), Women to Watch (2018), Young Business Leader finalist (2019), and a Spikes Asia Gold (2021). In both Brazilian Jiu-Jitsu, where she achieved a world ranking of number nine in 2013, and advertising, Chan’s relentless drive continues to set her apart.

Chan’s career trajectory at Mediabrands Content Studio (MBCS) has seen her rise from employee number nine to leading a department that boasts the highest retention rate in the agency. Her proprietary ‘Action’ framework—focused on turning business challenges into actionable strategies—has been key to her success. Over the years, she has steered MBCS through periods of economic uncertainty, particularly during Malaysia’s post-pandemic recession. By solidifying MBCS’ positioning and innovating new product offerings, she attracted new business from brands such as U Mobile, Scentify, and Perodua.

Chan’s strategic insights have driven significant business outcomes for her clients. For a major paint brand, she identified niche segments like motorcyclists and DIYers, resulting in a sales boost. For an oral care brand, she launched a TikTok campaign that transformed the gargling routine into a fun, engaging activity, breaking sales records. Chan’s work on Scentify disrupted the fabric freshener market, positioning it as a 'fabric parfum' and successfully challenging the market leader within seven months. As for product innovation, Chan redefined MBCS’ offerings into three categories: Long-form branded content, pop culture hijacks, and influencer-driven advertising. Some standout campaigns under her leadership include the ‘Pizza Heist’ for Pizza Hut and Petronas’ seven-episode television series, designed to boost brand loyalty.

A strong advocate for diversity and inclusion, Chan actively mentors women within the agency. As part of the Meta ‘Pass Her the Mic’ scholarship, she has trained female colleagues in presentation and public-speaking skills, with several going on to win awards at Appies Malaysia. Chan also promotes women’s empowerment with her clients, through initiatives such as Safi’s RM$1 million (US$23,460) scholarship for underprivileged young women and the Women’s Aid Organisation’s ‘Hush-Hush Gifts’, which raises awareness about love bombing.

Beyond MBCS, Chan contributes to the wider advertising industry as an award jury member for prestigious shows such as WARC, Spikes Asia, and the APAC Effies. She also writes regularly for industry publications, offering insights on topics like brand collaborations with Gen Z. Outside of work, Chan trains the next generation of Brazilian Jiu-Jitsu athletes, with the goal of helping Malaysia win Gold at the 2027 SEA Games. Additionally, as a voice actor for popular video games such as Honkai Star Rail and BoBoiBoy, Chan uses her gaming expertise to create brand collaboration strategies targeting Gen Z.