5 Minutes with… Syahriza Badron
One of the powerhouses responsible for propelling FCB SHOUT to number one Malaysian agency, Syahriza (Syah) Badron claims this to be her proudest achievement to date. Joining FCB SHOUT in 2014 as account director, she soon moved into head of business development and in 2020, was promoted to her current position of general manager. She’s spent the past few years getting the right people into the right place, and now, focuses on shaping the next generation of leaders at the agency.
Under her leadership, FCB SHOUT has won several industry awards, with Syah’s work also being recognised last year with an Empowered Women in Agency award from MARKETTECH APAC. She also remains actively involved across a variety of industry initiatives and most recently, was appointed as a council member for the Malaysian Digital Association (MDA) – a society representing and securing the long-term interest of the digital publishing and advertising industry in Malaysia.
To get to know the talent behind these great achievements, LBB’s Sunna Coleman sits down with Syah who opens up about the pressure of leadership, what keeps her driven and what she wishes people would understand better about the multifaceted Malaysian market.
LBB> You recently became a council member for the Malaysian Digital Association. Why is work like this important to you?
Syah> It might sound a bit predictable, but let’s be honest – while I still have time and energy, why not contribute to the industry, right? What I noticed when I joined the MDA is that media agencies and publishers are well represented, but where are the creative, local and independent agencies? There’s so much untapped potential there! By getting them more involved, especially in initiatives like the MDA d Awards, we can really mix things up and diversify the playing field. I’m hopeful we’ll see some positive change.
LBB> How does this tie in with your vision for business growth at FCB SHOUT?
Syah> Being part of the MDA is like getting a front-row seat to a world I wasn’t fully immersed in – the digital and tech-driven side of our industry. At FCB SHOUT, we’re all about creativity, but you can’t grow by staying in your comfort zone. My involvement with the MDA gives me a broader perspective, allowing me to bring fresh insights and ideas back to the agency. It’s almost like I’m bridging two worlds: at the MDA, I bring a creative agency's way of thinking, and back at FCB SHOUT, I’m injecting more digital savvy strategies into how we work.
It’s this cross-pollination of ideas that’s helping us push boundaries at FCB SHOUT. Creativity and technology aren’t at odds – they complement each other, and being bilingual in both is what gives us the edge to keep growing.
LBB> What are you most proud of having achieved this year?
Syah> Honest answer? This year’s been tough – for me personally. I’ve spent most of it just keeping the ship afloat, which doesn’t sound glamorous, but that’s the truth. However, what I am truly proud of, every year without fail, is the unwavering trust I have in my management and senior leadership team. It’s that trust that’s built this agency to where it is today – Malaysia’s number one agency. Growth and fame don’t just happen overnight, and they don’t happen with only a few believers on board. It’s that trust that’s allowed us to continuously outdo ourselves, even when the odds are stacked against us. That, to me, is the real achievement.
LBB> You also received an Empowered Women in Agency award last year for your incredible impact in the industry. Where does your drive and ambition come from?
Syah> I owe a lot of my success to the people who have had my back. I’ve had two incredible mentors, Shaun [Tay] and Ong [Shi-Ping], who’ve been my biggest champions. They push me when I need it and pull me back when necessary. I remember once, I was (almost) in tears talking to Shaun because I’ve always felt this pressure to fit into a mould – like there’s a specific way a leader is supposed to look, act or speak. I used to think I had to force myself into that mould to be taken seriously. His response? ‘Syah, just be you.’ That gave me the confidence to lead in my own way, and it’s been empowering ever since.
And then there’s my dad. Growing up, I didn’t exactly follow the path he might have envisioned, but he never gave up on me. He gave me the freedom to work those crazy hours, to push myself without ever making me feel like I had to justify it. In a world where many women face pressure from their families to conform, I’m grateful that he let me be myself.
LBB> In a 2021 interview, you mentioned that in the age of digitalization there is an “unhealthy fixation on numbers.” How have you seen this play out in Malaysia as technology continues to evolve?
Syah> The fixation will always be there – it’s just the obsession that keeps evolving. Yesterday, it was all about effectiveness; today, it’s about chasing clout, going viral, becoming the next big thing. It’s exhausting, but that’s just how the game works. The trick? Play it smart. Don’t just follow trends for the sake of it – and definitely don’t look foolish doing it!
Numbers matter, of course, but they need to be balanced with substance. That’s why at FCB SHOUT, we’re not here to chase every metric. We’re focused on long-term brand building, making sure that when the hype dies down, there’s something real left standing.
LBB> When it comes to localisation, what do you wish people understood better about the uniqueness of the Malaysian market compared to other Asian markets?
Syah> We’re not this stiff, backwards nation some foreign media likes to paint us as. We’re actually pretty open to progress, modernity, and yes, we know how to take a joke, oh my god. The Malaysian market has its constraints, sure, but we embrace our own kind of progression. We know how to tell our own story, and it’s uniquely ours.
LBB> You’ve mentioned before that the Malaysian market comes with ‘constraints’ surrounding religion and politics. Have you seen any changes in culture over the years?
Syah> We’re all walking on eggshells now. Cancel culture wasn’t a thing 20 years ago, and now? One wrong move and you're done. Back then, people could say things like ‘a woman’s place is at home’ and no one would bat an eye. Today? You’d get shredded.
Gen z demands honesty and transparency, but you have to know how to deliver it. If your ‘honesty’ is tone-deaf or ignorant, it’s game over. This generation is unforgiving, and you’ve got to be on your toes constantly.
LBB> What do you personally love most about the Malaysian advertising scene?
Syah> What I love most is the sheer diversity – culturally, creatively and in the way we approach storytelling. We’re not just one-dimensional. In Malaysia, you’re constantly exposed to different perspectives, which lead to rich, multifaceted stories. That’s what makes it so exciting!
Take our work with RHB, for example. They’re one of the best storytellers in Malaysia because they know how to tap into the unique blend of cultures and experiences that make up this country. The film ‘See Beyond Colours’ is a perfect example of this. It’s not just about creating ads – it’s about finding what’s truly relevant to the brand and the people. That’s where Malaysian advertising really shines.
LBB> Where are you planning to focus your energy for evolving FCB SHOUT over the next few years?
Syah> My main focus? Nurturing the next generation of FCB SHOUT leaders. We’ve spent years getting the right people in place, and now, it’s about making sure they have the tools to take this agency to even greater heights. Growing an agency isn’t just about getting bigger – it’s about nurturing talent. I don’t want to see us hit 100 people just for the sake of it. I want us to grow smart, grow strong, and build a team that’s here for the long haul. Long, but worth every second.
