The 4As (Association of Accredited Advertising Agents Malaysia) and Astro have awarded a post-graduate scholarship to McCann Erickson creative group head Gavin Hoh as part of its annual scholarship programme to 4As members.

Hoh will enrol for the Executive MBA in Creative Leadership programme which commences on Feb 28 at Steinbeis University’s Berlin School of Creative Leadership.

The programme comprises five two-week modules over the course of a year and will be conducted in Berlin and other creative industry hubs such as New York, Los Angeles, Tokyo and Shanghai.

The scholarship package, valued at €60,000 (RM300,000), would cover full fees and a stipend for expenses. As part of the scholarship, Hoh is expected to submit a thesis at the end of the programme, and will be required to remain in the advertising industry for three years.

Berlin School of Creative Leadership director Sheridan Johns said in a Jan 29 press release issued by the 4As that the admission committee was impressed by Hoh's thesis proposal on how the next generation of Asian brands will rise to dominance.

Launched in 2008, the Astro-4As Scholarship programme aims to create post-graduate opportunities for local talents and raise the creative standards of Malaysia's advertising industry.

Previous scholarship recipients were Joel Lim of RSCG who completed his Master of Creative Industries in Communication Design from the Queensland University of Technology, and Aliya Ghows of DraftFCB Malaysia. Ghows is currently completing her final semester at Babson College, Boston.