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Zalman Zainal

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Chief Marketing &
Communications Officer
Hong Leong Bank Berhad

Zalman Aefendy Zainal Abidin is Hong Leong Bank’s (HLB) chief marketing and communications officer with more than two decades of experience in the marketing industry, starting off his career in the telco industry with Digi before heading on to Celcom. He last helmed the role of CMO at Celcom in 2018 before moving on to HLB earlier last year.

Zalman’s industry experience has allowed him to amass a successful track record in strategic marketing to achieve commercial and business objectives. In this day and age where brands are often looking for the next best idea to stand out, Zalman believes any good campaign will still stem from simplicity of thought and idea, as well as creative and effective execution.

In his opinion, work that contains simplicity of ideas, thoughtfulness of the context, audience and brands yet still stands out from the clutter, and genuinely builds the primary brand or product USPs through creative expressions and effective executions is what we should all look out for.

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