Singapore – APRW has appointed Benjamin “Mr Miyagi” Lee as associate director, effective immediately. The agency said the move strengthens its strategic and creative capabilities across its regional operations.
In his new role, Lee will focus on leading strategic communications initiatives for APRW’s client base and expanding the agency’s capabilities in branded content, transmedia storytelling, and executive communications training.
Lee, widely regarded as one of Singapore’s early social media pioneers, brings more than two decades of experience in strategic communications, brand storytelling, and content strategy. He will continue his consultancy work with Beach House Pictures/Space Lion Studios alongside his new role, advising on branded content for international streaming platforms and commercial productions.
Throughout his career, Lee has worked on major public communications initiatives for various government ministries and statutory boards, including projects for the Prime Minister’s Office and several national agencies.
He previously held leadership positions at Protocol as creative director and at Tribal Worldwide as head of content strategy, where he expanded the agency’s content strategy practice and helped secure significant government and commercial retainers. He also developed a storytelling masterclass framework that continues to be used regionally.
APRW said Lee’s appointment will support the growth of its Knowledge Studio (KnowS) and Digital Studio units. For KnowS, he will draw from his experience teaching behavioural communications strategies at the Lee Kuan Yew School of Public Policy and developing masterclasses at Tribal Worldwide. The agency said this will help broaden its offerings in strategic storytelling and executive content training.
Within Digital Studio, Lee’s background in branded content and consultancy work in premium content production is expected to bolster the agency’s capabilities in transmedia storytelling, branded entertainment, and integrated digital campaigns.
“We are thrilled that Benjamin is joining our team at APRW,” said Cho Pei Lin, managing director of APRW. “His proven ability to deliver groundbreaking communications solutions, combined with his deep relationships across Singapore’s public and private sectors, will significantly strengthen our strategic capabilities and creative excellence across both our Knowledge Studio and Digital Studio offerings.”
“I believe the future of effective communications lies at the intersection of authentic storytelling and strategic messaging,” said Lee. “Joining APRW allows me to expand my impact across the regional communications landscape while expediting branded content opportunities for clients. This enables me to bring both strategic depth and creative execution excellence to APRW’s clients, particularly in developing campaigns that transcend traditional PR boundaries.”
Lee also has an extensive background in the arts, having written or co-written theatrical productions for the past two decades for performers such as Hossan Leong and Kumar, as well as various entertainment companies. His influence on Singapore’s public communications landscape dates back to 2006.
