Singapore – Independent public relations and marketing agency PLUG has launched its Singapore office in partnership with communications veteran Jolin Ng.
The launch follows a soft rollout in 2025 and formalises the agency’s presence in Singapore as it expands its regional footprint amid growing demand for integrated, culture-led campaigns across Asia-Pacific, including Singapore and Hong Kong.
The move strengthens PLUG’s Hong Kong–Singapore operating model, positioning Singapore as a Southeast Asian hub alongside Hong Kong’s role as a gateway to North Asia and Mainland China. The dual-market structure is intended to balance regional consistency with local cultural relevance.
The Singapore office is led by Managing Director Jolin Ng and operates on an advisory-driven model centred on a senior team structure, giving clients direct access to experienced strategists involved in day-to-day work.
The offering covers PR, influencer strategy, social and content, unified under a single approach focused on linking brand storytelling with commercial outcomes.
Ng brings more than 15 years of experience across the region, having held senior roles at Hill+Knowlton Strategies and AKA Asia and most recently serving as General Manager of W Communications Singapore. She has led campaigns for brands including Hilton APAC, Hong Kong Disneyland, New World Development, SK-II Global, and Tinder APAC.
She first joined PLUG in Hong Kong in 2018 and has maintained an ongoing relationship with the agency, with the Singapore launch extending that cross-market collaboration.
Commenting on the launch, Ng said, “The industry tends to organise itself around channels, but people don’t engage that way. At PLUG, we build ideas that move fluidly across culture, media and everyday moments. In Singapore, we’re applying that thinking to help brands build genuine connections with their community, not just collect them.”
Since its soft launch, PLUG Singapore has worked on campaigns for Stroke Support Station (S3), Play Nation and Thekchen Choling Singapore, alongside brands including Airbnb, Driscoll’s and Pizza Hut.
Founded in Hong Kong in 2007, PLUG is co-led by Founder and Managing Director Lara Jefferies and Executive Director Alex Zenovic and now operates across Hong Kong and Singapore with more than 30 specialists across PR, strategy, creative, content, digital and social disciplines.
“Expanding from Hong Kong to Singapore with Jolin, whom we’ve worked with for years, is a natural evolution. She brings deep experience in both cities, an analytical mind, fantastic connections and an innate understanding of the PLUG culture and passion for our work,” said Jefferies. “With our expertise across both markets, we’re able to connect communities, unlock new collaborations and help brands operate more fluidly across Asia.”
