Malaysia Airlines marketing chief Dean Dacko on the mission to get the brand flying again

Dean Dacko is the head of marketing for Malaysia Airlines, a company that has experienced more upheaval in the last 12 months than perhaps any local brand in history.

In this expansive interview with Robin Hicks at the Festival of Media Asia, the Canadian talks about how the twin air disasters of MH370 and MH17 have changed the airline’s approach to communications, how these traumatic events affected him personally, and the plan to rebuild one of Malaysia’s most revered national brands.

Dean, you’ve been with Malaysia Airlines for just over two and half years. The last 12 months must have been particularly challenging?

The best way to start my story is from the beginning, when I joined the company. Coming into the role, there was a lot that needed to be done, and a lot of gaps that needed to be filled.