Lion & Lion Announces Pair of New Business Directors for Southeast Asia

Amelia Peng & Hendero Fin

Lion & Lion has announced the appointment of Amelia Peng as Business Director for Malaysia, while additionally announcing that Hendero Fin will relocate to Singapore as Business Director for Singapore.  Both will report to John Campbell-Bruce, Lion & Lion’s Regional Managing Director.

Peng joins Lion & Lion as Business Director in Malaysia as the newest member of the senior management team. Amelia has been involved in branding and advertising for more than 15 years, working for both clients and agencies including Petronas, Grab, Nestle, Proton, AIG, Shell, Astro, and Maybank.

“It’s been such a warm welcome to the den. I thoroughly believe that a happy and engaged team will be inspired to do great work,” said Peng.


Campbell-Bruce added: “Amelia has integrated well with the Lion Malaysian team. She has quickly established herself and is already driving the business forward. We are very happy to have her on board and I am excited to see how she will help continue the agency’s rise in 2023 and beyond, in line with our expansion strategy.”

Spearheading Singapore’s growth

After managing the Indonesian market for almost two years, Hendero Fin has relocated to Singapore to oversee Lion & Lion’s client servicing there. During his tenure as the Business Director of Indonesia, Fin oversaw the growth of the market with new wins such as biotechnology company Novozymes, and consumer brands Cool Air and Doublemint under Mars Wrigley.

Fin is an advertising veteran, with 12 years of experience split evenly between Kuala Lumpur and Jakarta. He has managed clients from a range of industries, from telecommunications to consumer products. His portfolio includes well-known Indonesian and international brands such as Diageo, Indosat Ooredoo, Marlboro, Lazada, Redoxon, and Mars Wrigley.

“I am embracing this new role for two great reasons ‒ personal growth and to bring Lion & Lion even further ahead in Southeast Asia. I aim to grow Lion & Lion’s business here in Singapore, and in the near future, introduce a hub and spoke model to our potential clients in the region. Because of the multiplicity of nationalities and cultures we represent, our people are our most valuable asset, giving Lion & Lion an advantage in offering seamless and comprehensive solutions to our clients.” said Fin.


“Fin has been a strong leader for the Indonesian business over the past two years. He came in as a Client Director, and quickly established himself as an effective marketer and leader. He has shown great determination, talent and smart business acumen, which saw him promoted to Business Director. I am extremely excited to see him continue his development and take over the helm of the Singapore market, which is a core market for Regional networks like Lion & Lion. He will focus on expanding the business and team to unlock both new local and regional brands. The best is yet to come!” commented John Campbell-Bruce, Lion & Lion’s Regional Managing Director.

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