KUALA LUMPUR, July 21 — Tan Sri Lim Kok Wing has reportedly resigned as Prime Minister Datuk Seri Najib Razak’s public campaign coordinator, leaving the post just over a month after his appointment was confirmed in May.

According to The Malaysian Insider, sources confirmed that the educationist tendered his resignation earlier this month.

Lim was on May 22 announced as Najib’s “special programme coordinator” tasked with drawing plans to build support for the prime minister among the public.

Lim is credited for government campaigns including “Tak Nak” anti-smoking campaign, “Rakan Muda” youth activity scheme, and the “One Heart, One Nation” programme.

His appointment, believed to be to help burnish Najib’s image, was announced amid the 1Malaysia Development Berhad (1MDB) crisis, which has put the embattled prime minister under the spotlight for alleged corruption.

The move to appoint Lim was also mocked by Najib’s critics as an indication of fear within the administration over how its media coverage was being directed amid worsening attacks by former prime minister Tun Dr Mahathir Mohamad.

In a blog post after the appointment was confirmed, veteran newsman and a leading critic of the Najib administration Datuk A. Kadir Jasin cast doubt over the efficacy of the new post for Lim, saying the advertising guru was unlikely to bring new ideas to help shine the prime minister’s image.

The former chief editor of the New Straits Times also alleged that Lim’s appointment will lead to friction among Najib’s existing coterie of “super advisers”, saying the latter will attempt to force his own methods among the prime minister’s close counsel.

The PM’s official advisors include Datuk Seri Dr Abdullah Md Zin, Datuk Johari Baharum, Tan Sri Rais Yatim, Datuk Seri Shahrizat Abdul Jalil and, now, Lim.