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Sandpiper Group Launches in Malaysia
June 2026
4 June 2026 – The Sandpiper Group (“Sandpiper”), the largest independent communications, public affairs, and research group headquartered in Asia Pacific and operating globally, has announced the opening of a new office in Malaysia.
Christopher de Cruz joins Sandpiper to lead the office, which will expand Sandpiper’s presence in Southeast Asia and operate as a central hub for innovation within the Sandpiper network – combining strategic communications, crisis management, digital marketing, research and public affairs expertise, with new technological capabilities.
Leading a founding team of 12 based in Kuala Lumpur, Chris joins with nearly two decades’ experience in communications, digital strategy, crisis management, and AI-integrated intelligence solutions for large brand name clients across a range of industries from consumer goods to technology, and highly regulated sectors such as energy, financial services, healthcare, and government.
He has advised C-suite executives and boards through some of the region’s most consequential reputational moments, leading crisis preparedness programmes, and live issue responses across Southeast Asia at the highest levels of corporate and institutional leadership.
His appointment comes amid the expansion of global services for Sandpiper from Asia Pacific, which delivered work for client briefs covering over 50 markets in FY2025, and has its team based across 14 locations across Asia Pacific and the Middle East.
In addition to local mandates, Sandpiper Malaysia will focus on supporting strategic and scalable work in four core areas: insights and analytics, content strategy, stakeholder strategy and intelligence, and 24/7 crisis and issues management – each backed by the expertise of Sandpiper’s senior advisors and the best available technology-powered solutions.
Emma Smith, Chief Executive Officer of Sandpiper, said: “We are proud to be increasing our investment in Malaysia and across Southeast Asia. Malaysia is an important market for our firm and we see immense potential in the local talent and opportunities for growth. I am excited to welcome Christopher to the Sandpiper family and to have his experience on our team as we focus on delivering innovative and advisory-led work for our clients in Malaysia, across Asia, and globally.”
Christopher de Cruz, Global Head of Content, Innovation and Crisis Communications, Sandpiper, said: “Malaysia’s moment as ASEAN Chair reflects a country that has spent decades building the talent and infrastructure to operate at the centre of regional and global affairs. That Sandpiper has chosen the country as a place for investment is a recognition of the sophisticated advisory capability that sits in Kuala Lumpur. We bring fluency across English and Chinese-speaking markets, deep regional networks, and a rare combination of senior expertise. What we will never compromise on is the balance between what technology enables and what well-informed human judgement brings to the table.”
