Citrine, a leading homegrown public relations and integrated communications agency, celebrates a momentous occasion – the homecoming of its founder, Ms. Ivlynn Yap Cheng Theng, as Group Executive Chairman. This strategic move marks a new chapter for Citrine, fueled by Ivlynn’s visionary leadership and a shared commitment to propelling the agency to greater heights. Her return to an executive role at Citrine follows the conclusion of her role as Head of Corporate Communication Department at Perbadanan Insurans Deposit Malaysia (PIDM) from April 2021 to March 2024.
A Legacy of Excellence Takes Flight Again
Since its inception in 2001, Citrine has carved a prominent niche in the communications landscape. With offices in Kuala Lumpur and Kuching, the agency has consistently delivered impactful campaigns for a diverse clientele. Furthermore, Citrine’s extensive network of affiliate agencies, strategically positioned across seven locations namely Singapore, Indonesia, The Philippines, Australia, Thailand, India and UAE empowers it to provide comprehensive communication solutions on a global scale.
The agency’s success is deeply rooted in Ivlynn’s pioneering spirit and dedication to excellence. A seasoned industry professional with over 30 years of experience, Ivlynn is renowned for her sharp strategic thinking, practical approach, and unwavering commitment to client success. Her return to Citrine signifies a renewed focus on fostering a culture of commitment, collaboration, and continuous improvement.
Ivlynn’s return to Citrine isn’t simply a homecoming; it’s a catalyst for a dynamic new era. Her extensive experience and proven track record within the communications industry will be instrumental in shaping the agency’s future trajectory by offering a broader scope of integrated communication services while cementing the agency’s renowned expertise in crisis communication and reputation management.
“I’m incredibly honoured to rejoin Citrine at this pivotal moment,” says Ivlynn. “The agency has a remarkable foundation built on a commitment to providing practical solutions and meeting client expectations. I’m energised to collaborate with our talented team to propel Citrine to even greater heights. Together, we will leverage the power of strategic communication to empower our clients to thrive in an ever-evolving communications landscape.”
Setting Sight on Effective Environmental, Social, and Governance (ESG) Communication Strategies
Under Ivlynn’s leadership, Citrine acknowledges the ongoing significance of Environmental, Social, and Governance (ESG) initiatives in the corporate landscape. The agency is committed to providing communication support and advisory to companies as they navigate and promote their ESG initiatives, leveraging Ivlynn’s crisis communication expertise and governance experience.
Ivlynn’s three years tenure at PIDM instilled in her a deep understanding and appreciation of compliance, risk assessment and good corporate governance principles and practices. This, combined with her ongoing pursuit of a Master of Science in Economic Crime Management at HELP University, positions her well to support clients with their ESG communication strategies.
“We observe that ESG standards and regulations are increasingly becoming a permanent fixture in how organisations run and operate their businesses. In most cases, companies are noted to lack robust strategic communications plans and crisis preparedness strategies that align with their ESG practices. At Citrine, we offer tailored communication and advisory services to empower companies to uphold transparency and cultivate authentic sustainability practices. Our goal is to ensure that companies effectively navigate the complexities of ESG while fostering genuine connections with their stakeholders.”
Empowering Talent, Igniting Innovation
Ivlynn emphasises the importance of collaboration in achieving Citrine’s ambitious goals. She envisions fostering a dynamic environment where diverse perspectives are valued, and creative ideas are nurtured. Under her leadership, Citrine will actively invest in its team’s professional development, ensuring they possess the skills and knowledge to navigate the complexities of the modern communications landscape.
The agency will continue to actively participate in industry events and mentorship programs, fostering a spirit of knowledge sharing and collaboration within the broader communications community.
“Citrine has always embraced a global mindset,” says Ivlynn. “Our network of affiliate agencies allows us to offer our clients a truly international perspective. Looking ahead, we plan to strategically expand our network, reaching new markets and forging stronger partnerships across the globe.” With the opening of the Kuching office in 2023, Citrine is on track to develop a robust and skilled team beyond the home base of Kuala Lumpur.
Source: Citrine (Press Release)
