We. Communications appoints Arif Rajab, elevates Brian Keenan to lead APAC advisory teams

Singapore – We. Communications has strengthened its advisory capabilities across Asia-Pacific with two senior leadership appointments, naming Arif Rajab as Managing Director of Corporate Advisors and promoting Brian Keenan to Managing Director of AI & Data Advisors.

The appointments expand the agency’s regional advisory offering, which spans corporate reputation, AI and data, financial communications, public policy, crisis communications and social impact, as organisations increasingly seek strategic guidance on business transformation and stakeholder engagement.

Rajab joins We. Communications from Weber Shandwick, where he spent a decade leading integrated communications and corporate advisory programmes across Asia-Pacific, most recently serving as general manager for Singapore. 

In his new role, he will lead the agency’s Corporate Advisors team across the region, providing counsel on corporate reputation, communications and brand strategy.

Meanwhile, Keenan has been promoted to lead the newly established AI & Data Advisors practice after five years with the agency. 

reviously executive vice president and international head of insights and analytics, he has led initiatives including the agency’s Future of Communications APAC report.

The AI & Data Advisors team will focus on helping organisations translate AI strategies into business outcomes, offering advisory services covering data governance, AI workflow transformation, agentic commerce, and AI branding and content.

Commenting on the appointments, Nitin Mantri, President of APAC at We. Communications, said clients are navigating increasingly complex communications and business challenges that require integrated strategic counsel across reputation, stakeholder engagement and transformation.

The appointments also reflect We. Communications’ broader investment in multidisciplinary advisory services, following the recent expansion of Chase Advisors, its public affairs and policy advisory business, across India and the wider region.

Both Rajab and Keenan will report to Mantri and join the agency’s APAC leadership team as well as its global advisory leadership group.