Singapore – As Zeno Group sharpens its focus across Asia Pacific, its Singapore office is entering a new phase of momentum under newly appointed managing director Khushil Vaswani.
With nearly two decades of agency leadership behind him, Vaswani arrives at a pivotal time—not only for Zeno, but for an industry navigating AI disruption, shifting stakeholder expectations, and intensifying commercial pressures.
Yet for him, growth and performance remain inseparable from culture.
“The strongest cultures are the ones where people feel supported, respected and safe enough to do brave work,” he said. “
High standards are important—but how you achieve them matters just as much. From my very first interactions, it was clear that Zeno believes in that balance: ambitious, rigorous, but deeply human.” That belief now underpins his vision for Zeno Singapore.
Leadership at the intersection of kindness and ambition
Vaswani joins Zeno from Ruder Finn ERA, where he most recently served as chief growth officer, leading regional commercial expansion and partnership development across Southeast Asia.
For Vaswani, stepping into the role at Zeno was less about a career move and more about alignment.
“Being fearless whilst operating at the intersection of kindness and ambition felt right,” he explained. “The industry is evolving rapidly, and the chance to lead that change—whilst staying human—was compelling. It didn’t feel like a leap. It felt like a natural progression.”
His leadership philosophy is grounded in clarity. He believes that excellence thrives when expectations are transparent and teams understand what success looks like.
“People do their best work when they know the standards, the goals, and how they’ll be measured,” he said. “But clarity must be paired with support. Leaders need to remove obstacles, offer honest feedback, and create space for growth. I want people to feel safe enough to take risks. To be brave.”
That emphasis on psychological safety is not incidental.
In an era where agencies are under pressure to deliver faster, smarter, and more measurable results, Vaswani argues that sustained performance comes from trust—not fear.
Immediate priorities on listening, aligning, accelerating
In his first months at Zeno Singapore, Vaswani’s focus is deliberately balanced between listening and action.
“I’ll be spending time understanding the team—what motivates them, where the friction points are, and how we can unlock their best work,” he noted. “Momentum is important, but it has to be built on alignment.”
At the same time, he is conscious of the broader industry shift toward AI-enabled workflows and data-driven insights. Zeno’s AI-powered Generative Search product, GEOfluent, is already supporting teams with sharper intelligence and faster analysis.
For Vaswani, technology is an enabler of better thinking—not a replacement for it.
“AI enhances speed and precision, but judgment, empathy, and creativity remain human advantages,” he said. “The future belongs to teams who can combine both.”
He sees this hybrid model—human-led, tech-enabled—as central to Zeno’s competitive positioning in Singapore and the wider region.
Singapore as a regional growth engine
Zeno’s Singapore office serves as a strategic hub in Asia Pacific, bridging regional coordination with local market depth. Vaswani’s cross-market experience positions him well to navigate that dynamic.
Having operated across Southeast Asia, he understands the nuances between markets—where standardisation drives efficiency and where localisation drives impact.
“Creativity will be front and centre of what we do,” he said. “But creativity must translate into outcomes—for clients and for the business. I encourage teams to think not only about ideas, but about growth, reputation impact, and long-term partnerships.”
That commercial lens reflects both his growth background and his belief that agencies must increasingly operate as business partners, not just communications advisors.
Building an agency people choose
Looking ahead, Vaswani’s ambition for Zeno Singapore extends beyond revenue targets or award tallies. He wants to build an agency defined by both performance and pride.
“It’s about competing with what’s normal and possible—with sharp thinking, brave ideas, and work that genuinely moves reputation and business forward,” he said. “But culture remains non-negotiable.”
He envisions an environment with non-negotiable high standards and strong momentum—tempered by positive energy and mutual respect.
“I want this to be a place people genuinely want to work. We should be proud of the work—and enjoy the journey. When people feel valued and empowered, the work improves. And when the work improves, growth follows.”
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In a communications landscape being reshaped by technology, evolving client expectations, and regional complexity, Zeno Singapore’s next chapter will hinge on balance: speed with thoughtfulness, ambition with empathy, innovation with humanity.
Under Vaswani’s leadership, that balance is not just aspirational—it is foundational.
