Singapore – Archetype APAC has appointed Mei Ling Yeow as head of strategy and innovation, marking a strategic evolution in the agency’s regional leadership aimed at accelerating service innovation, client value delivery, and operational transformation across key markets.
This newly created role reflects Archetype’s commitment to transforming its consulting model and service offerings to meet the evolving needs of clients – who are navigating increased complexity, rising expectations, and a rapidly changing communications landscape.
Mei Ling will focus on building future-facing services, advancing AI-forward consulting, and embedding strategic advisory capabilities deeper into market teams. Her immediate remit includes Singapore, Australia, and Malaysia, with additional support for India and China, where she will work closely with regional leaders to scale innovation and client impact.
A central focus of her role will be to enhance Archetype’s Responsive Resourcing Model (RRM) – in close collaboration with Liz Weselby (MD, Australia), Mabel Chiang (MD, Singapore), and Lee Tiam Siang (MD, Malaysia). Together, they aim to evolve the model into a more responsive, collaborative, and borderless system – unlocking cross-market talent for both client excellence and career development.
“This is about momentum,” said Mei Ling. “Our service innovation strategy is rooted in practical transformation: deeper consulting, sharper execution, and smarter ways to align our marketing and strategic communications services to business needs. We are focused on unlocking potential and rethinking how we resource and deliver, and by actively realising the power of GenAI workflow adoption level-by-level, client-by-client, we’re creating a system that benefits both clients and our people.”
On the APAC senior bench, Mei Ling is joined by Marc Ha, SVP and head of client strategy APAC, an industry and Archetype veteran whose expanded role focuses on driving service and sector expansion. Marc will also evolve the agency’s consulting model – incorporating behavioural science to uncover deeper insights and deliver more impactful outcomes for messaging and campaigns.
A specialist in crisis communications, Mei Ling will also lead the development of a regional service roadmap focused on crisis preparedness and response – an area of growing urgency for brands navigating geopolitical, reputational, and operational risk. She has advised leading organisations across Asia Pacific and will scale that expertise to ensure clients are better equipped for what’s ahead.
With over 25 years of consulting and leadership experience, Mei Ling has launched and scaled offices in Malaysia, Singapore, Australia and China, fostered high-impact performance in businesses, and built models such as RRM that deliver both commercial impact and employee growth. She also drives key agency initiatives including the Archetype Academy and a leadership coaching programme.
