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Najib enlists help of veteran ad guru to boost his popularity

KUALA LUMPUR — Prime Minister Najib Razak has appointed a new public relations strategist to shore up his flagging popularity and his choice is advertising guru Lim Kok Wing, who has run past Barisan Nasional’s (BN) election campaigns.

Mr Lim Kok Wing (far right), seen here with Prime Minister Najib Razak and Dr Mahathir Mohamad at an event in 2013.

Photo: Lim Kok Wing Twitter Account

Mr Lim Kok Wing (far right), seen here with Prime Minister Najib Razak and Dr Mahathir Mohamad at an event in 2013.

Photo: Lim Kok Wing Twitter Account

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KUALA LUMPUR — Prime Minister Najib Razak has appointed a new public relations strategist to shore up his flagging popularity and his choice is advertising guru Lim Kok Wing, who has run past Barisan Nasional’s (BN) election campaigns.

Mr Lim was appointed “special programme coordinator” and has drawn up plans for Mr Najib to go nationwide to gather support and listen to complaints from the people in a bid to win over the populace. He will report directly to Mr Najib, who already has a string of public relations advisers.

The appointment was immediately mocked by critics of Mr Najib’s administration. Former Bar Council chairperson Ambiga Sreenevasan took to social media to advise Mr Najib not to depend totally on paid advisers to improve his image.

Ms Sreenevasan, who is also former Bersih 2.0 chairperson, tweeted that she was giving the Prime Minister advice free of charge, and that is for him to tell the truth.

The Bersih 2.0 rally, held in Kuala Lumpur in July 2011, was an initiative put together by the opposition parties seeking to put pressure on the election commission to ensure free and fair elections in the country.

Mr Lim has an lengthy track record in public relations. The 69-year-old, who set up Malaysia’s first local advertising agency, has been involved in election campaigns for ruling coalition BN for almost four decades and was a key member of former Prime Minister Mahathir Mohamad’s administration.

In 1994, Mr Lim, on the recommendation by Dr Mahathir, helped the late Nelson Mandela win South Africa’s first free elections. Mr Lim came up with Mandela’s African National Congress (ANC) slogan: “A Better Life for All” — the slogan is still being used by the ANC today.

The advertising guru helped negotiate several difficult political issues, including the Malaysian Chinese Association internal strife between former president Dr Ling Liong Sik and former deputy president Lim Ah Lek, who were jostling for Cabinet positions for their proteges as they planned for retirement. But he now has to run a full political campaign for the embattled Mr Najib, who has been openly criticised by Dr Mahathir.

The latter has openly asked the Prime Minister to step down over scandals involving massive losses of government-owned strategic development firm 1Malaysia Development Bhd (1MDB), for continuing the 1Malaysia People’s Aid cash vouchers to low-income households, the purchase of land by Muslim pilgrim fund Lembunga Tabung Haji from 1MDB to bail out the latter, and even the murder of Mongolian woman Altantuya Shaariibuu.

Dr Oh Ei Sun, senior fellow at the S Rajaratnam School of International Studies, told TODAY that Mr Lim’s appointment is a “shrewd” one.

“He is somebody who is well versed not only in advertising and corporate communications, but also understands the local political, social and cultural scenes. And he has a proven track record, ironically mainly during Dr Mahathir’s time of effectively conveying government messages.”

Dr Oh added that with Mr Lim in charge, there is likely to be a series of engagement campaigns more attuned to the local psyche that hopefully will re-endear Mr Najib to the voters.

“I think he could also act as a bridge for reconciliation between Mr Najib and Dr Mahathir,” said Dr Oh.

AGENCIES WITH ADDITIONAL REPORTING BY JASON TAN

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