Tag: communications

USA – We. Communications has introduced a brand refresh that includes a new logo, an updated name, and a revised vision, reflecting its approach to helping businesses navigate communication challenges in a rapidly changing world.

The refreshed We. Communications brand focuses on simplifying complex ideas and making them more accessible. By highlighting key insights that resonate with people, the agency aims to help companies communicate effectively—whether by explaining AI advancements or making green energy innovations more understandable.

“We’ve learnt that beneath even the most unruly or unpredictable situations lies a human need. That could be for connection, credibility, joy or a sense of fulfilment. But it’s always there,” said Waggener Zorkin, founder and global CEO of We. Communications.

“It’s by pushing to uncover and speak to those truths that we can shape how people think, feel and ultimately act,” she added.

Key changes in the rebrand include a streamlined name, shifting from “WE” to “We.”, to create a more human and cohesive identity. The update aligns with the agency’s founding values and its belief that true strength comes from collaboration.

The rebrand also includes a new logo with a circular design, reflecting themes of collaboration and community. Additionally, the agency has launched an updated website focused on addressing current communication challenges and plans to release an updated ‘Brands in Motion’ study in the coming months, offering insights into shifting business landscapes.

Dawn Beauparlant, CEO of North America at We., said, “Our new brand better reflects the agency we are today. Pulling from our deep expertise navigating complexity and our willingness to run toward the hard stuff, challenge assumptions and dig deeper in a world where the answers aren’t always clear.”

Kass Sells, CEO of International at We., added, “This refresh reinforces our commitment to turning big challenges into powerful opportunities for connection, impact and growth. It’s about ensuring our clients can confidently navigate change, tell their stories in meaningful ways, and drive real progress in the world.”

For over 40 years, We. has connected technology and human experience, expanding its expertise across industries. This evolution shapes its latest brand refresh, reflecting a focus on helping clients navigate change and engage their audiences.

The updated brand will be introduced globally, with some We. companies transitioning to the new branding later in 2025.

“The ability to communicate through uncertainty and shifting landscapes is a differentiator for companies looking to lead in complex times. Whether unveiling a new drug discovery or responding to a global crisis, organisations that can articulate their purpose, engage the right stakeholders and make sense of nuanced challenges will be the ones to thrive,” shared Zorkin.

As a public relations network under Publicis Groupe, MSL has strived to make its clients stand out publicly through enhanced capabilities in creative and unique earned-first storytelling, strategic stakeholder engagement and sophisticated influencer marketing. In an era where corporate reputation is important to stand out from polarising consumer viewpoints, services like those from MSL help brands navigate changing narratives and insights from the masses.

With such a task in mind, how does an agency like MSL continuously meet the ever-changing expectations of the industry, and how do its talents also evolve alongside it?

To answer these questions, we recently sat down with Margaret Key, chief executive officer at MSL APAC for our latest Agency Leadership Decoded interview, as she shares her guiding principles of leadership and her outlook on MSL’s growth in the region.

Understanding her leadership philosophy

As the leader of MSL in the APAC region, Margaret understands that she carries a very strong sense of responsibility for their network, their clients and their teams.  She firmly believes that leadership is not defined by title or position but by the ability to inspire, guide and elevate others towards a common goal or shared purpose.

“At the core of my approach are trust and accountability – fundamental principles that create an environment where teams feel empowered to take ownership, think independently, and drive meaningful outcomes. I want our leaders and teams to feel comfortable talking to me, telling me things they enjoy about their work but also equally, what they don’t enjoy.  

She further notes that she is fortunate that her professional experiences have also touched her at a personal level by expanding her community, her growth mindset and how she views the world.  

“As such, I look at what I do as important to contributing–both professionally and personally,” she added.

Margaret admits that when she first started her stint at MSL, she observed how Publicis was already very far into consolidation under the country model, which made it a challenge to demonstrate the power of the MSL network.

“As the only PR agency, MSL was thus not well understood for what it did and how it fit into the Groupe as well as the value PR can bring in part of the proposition to clients,” she notes.

To navigate this particular challenge, Margaret explained that instead of trying to push for understanding, she spent more time with their MSL leaders, trying to appreciate how they were working at the local level, what challenges they faced and where they saw opportunities in the country and across the region.  This then allowed her to present back to the MSL and Groupe leadership on their ‘shared’ challenges and opportunities.

“By looking to how we could evolve together, we naturally leaned more into each other and that has made all the difference, internally as well as externally, showcasing more collaborative work across the region,” she stated.

Initiatives for women empowerment

One of the initiatives within MSL that Margaret has taken part of is the launch of the Women’s Forum Asia Barometer–which she spearheaded. Said strategic initiative is designed to uncover the untapped economic potential of women across key markets, including Australia, China, Japan, and Korea.

Moreover, this report also highlighted critical workplace challenges and persistent gender disparities in labour force participation, reinforcing the urgency for actionable solutions. 

For instance, in its latest report for 2024, it highlighted how 1 in 3 women have already realised they were paid less than male colleagues with equal competence. Moreover, around 1 in 3 women have also realised that a male colleague had been promoted or chosen for promotion over them, even though she was more competent. 

“I strongly believe that empowering women with data-driven insights is essential — not only to advance gender equality but also to drive sustainable economic growth across the region,” Margaret stated.

Aside from the Women’s Forum Asia Barometer, she also led the formation of the MSL APAC EXCO team, where over 50% of leadership positions are held by women. 

“This initiative reflects my dedication to championing diversity within the Groupe, fostering a leadership culture that is equitable, representative, and built for long-term impact,” she added.

Navigating milestones and what lies ahead

Reflecting on MSL APAC’s trajectory from five years ago, she has stated that the firm has achieved significant transformation, where half of their top clients now span multiple markets, with most clients generating significant revenue, and their largest client reaching a substantial annualised amount. Such growth has positioned MSL APAC as one of the fastest-growing regions within the MSL global network.

“The robust MSL network enabled local offices to tap into broader ideas and strategies, leveraging regional insights to benefit local clients and support their growth beyond borders. This success underscores the power of strategic leadership, operational excellence, and a unified vision for growth and innovation,” she explained.

When asked on her advice for future professionals in this industry, Margaret said that as a service industry, the future of leaders in this industry must be agile and reflect the changes that clients commonly face. 

She added that there has never been a more dynamic time than now when one considers the speed of change across technology, innovation, media consumption and consumer sentiment. Moreover, consumers are more discerning, demanding and less trusting of companies and brands–adding to evolving challenges for industry leaders to explain to their clients.

“Our clients look to us for guidance, best practice and stewardship.  The future leaders of marketing communications must be informed and focused on the journey but most importantly, the output as defined by business outcomes. They must also be able to transcend the traditional siloes of communication disciplines,” she concluded.

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Successful public relations leaders understand the power of storytelling and the importance of maintaining credibility. They navigate complex communication landscapes with transparency and agility, ensuring that messages align with both brand values and public expectations. By cultivating strong relationships, leveraging digital platforms, and proactively managing crises, they help organisations build lasting trust and influence in an increasingly interconnected world.

Singapore – ING, a strategic communications consultancy specialising in the built environment, has announced its global expansion with the launch of its first international office in Singapore, reinforcing its commitment to supporting clients in key global markets.

ING offers a range of services, including corporate communications, strategic consultancy, research and policy development, marketing and brand consultancy, media training, and digital and social media strategy.

With its new office in Singapore, ING establishes a presence in a key global hub for business, finance, architecture, and design. The firm will provide communications support to clients in Singapore and across the Asia-Pacific region, as well as assist UK and other international businesses looking to expand their reach in the region.

The Singapore office will be led by Haziq Ariffin, recently promoted to senior strategist for APAC. With over seven years of experience in the built environment across Asia and the UK, he has managed strategic communications campaigns for clients in architecture, placemaking, real estate, and property investment.

In addition to its Singapore expansion, ING has grown its Manchester presence, adding two new clients: Civic, a consultancy focused on systems thinking for the built environment, and Habiko, a joint venture dedicated to affordable, sustainable housing.

Led by account director Lauren Teague, ING will develop communications programs to support client growth and brand visibility. The firm is also working with Regeneration Brainery to advance its mission of encouraging young people from under-represented backgrounds to pursue careers in property and regeneration.

Damian Wild, managing director of ING, said, “Manchester and Singapore are both key markets with immense potential. While Singapore strengthens our global presence, our Manchester office continues to lead regional efforts in driving growth across the North of England.” 

“Our expansion into these regions reflects our commitment to being where our clients need us most. We look forward to building strong relationships and delivering impactful communications strategies that drive success for our clients,” he added. 

Founded in London, ING marks 25 years in 2025 and became fully employee-owned in 2021. With 50 staff across three offices, the consultancy has worked with developers, investors, and industry events like MIPIM, representing delegations from Oman and Egypt. Its architecture and design clients include Büro Ole Scheeren, White Arkitekter, and Flokk.

Kuala Lumpur, Malaysia – Archetype, a global marketing and communication strategy agency and part of the Next15 network, has announced key leadership appointments to propel its next phase of growth in Malaysia. These appointments underscore Archetype’s continued drive to deliver integrated communications and marketing solutions that seamlessly blend authenticity with emerging technologies.

Salina Salleh has been promoted to deputy managing consultant, while Donovan Chan has been appointed as senior digital director.

In her new position, Salina will concentrate on fostering and implementing a growth-oriented culture at the agency, prioritising client portfolio expansion, skill enhancement, and wellbeing initiatives. Over her 12-year tenure at Archetype, Salina has been instrumental in transforming the agency from a public relations specialist to a trusted partner in strategic communications and integrated marketing consultancy.

Her achievements include spearheading multi-platform campaigns for brands like Disney+ Hotstar, McDonald’s Anugerah Guru Inspirasi 2020, P&G, foodpanda, and executing policy communications for organisations such as Airbnb, TalentCorp, Khazanah Nasional, the Employees Provident Fund (EPF), and the Malaysia Aviation Commission, among others.

Since joining Archetype, Donovan has been key to advancing the agency’s expertise in digital marketing. His efforts have fueled TikTok content growth and follower engagement for OATSIDE, while establishing new collaborations with brands like Mandom and Teafe Gong Cha. By encouraging synergy between communication consultants and creative marketing teams, Donovan aims to elevate Archetype’s data-driven, next-generation digital solutions.

Salina and Donovan’s leadership aligns with the overarching vision of Next15’s Marker Collective, which integrates Archetype, Nectar, and Outcast to combine top-tier consultancy services with advanced technology expertise. This collaborative model is designed to achieve long-term outcomes. 

Recently, the collective launched Delve, an insight engine that improves brand understanding through comprehensive tracking, analysis, and reporting.

TS Lee, managing consultant at Archetype Malaysia, said, “This year marks our 19th year in operation. The landscape is constantly evolving, requiring us to rethink our clients’ needs and the agency’s operating model. These appointments strengthen our cohesive team, enabling us to deliver more meaningful value to our clients, while honing our expertise in human-centric authenticity amid the rapid developments of AI, emerging technologies and the ever-changing communications landscape.”

Speaking on their appointments, Salina said, “At Archetype, we’re not just shaping strategies for our clients, but also cultivating a talent powerhouse that anticipates and meets future demands. I’m ready to put our plans into motion to ensure we remain a collaborative, trusted and future forward partners for our clients.”

Meanwhile, Donovan commented, “AI has undeniably transformed the marketing landscape, often resulting to more automated and less authentic connections. At Archetype, we harness it to amplify creativity and authenticity. By merging AI-driven insights with human-centric strategies, we help brands create meaningful audience engagement. From optimising content across paid, owned, earned and social platforms to empowering social influencers to tell genuine stories, our approach ensures that technology serves creativity, and not the other way around.”

Both leaders will work closely with TS Lee and the local leadership team, including Yeow Mei Ling, APAC deputy regional director, and directors Gaby Linang and Sophia Koay. Over the years, the agency has built a strong reputation for strategic communications and public relations, earning numerous industry accolades along the way.

Sydney, Australia – Global freelancing marketplace Freelancer.com has announced the promotion of Marko Zitko as its director of marketing and communications. In this newly created role, Marko will head up all brand marketing, communications and investor relations for Freelancer globally.

Since joining in 2022, Marko has played an integral role in leading Freelancer’s public relations and communications department. In his three years at the company, he achieved record highs for total media coverage, growing year-on-year ten-fold and developing strong media relations across global publications. 

Marko also had led several brand marketing and content initiatives since taking over the marketing department earlier in the year. 

Marko has worked in public relations and marketing for over seven years. He initially joined Freelancer in January 2022 as its communications manager. Marko was promoted in May 2023 to take over investor relations for Freelancer Limited and its subsidiaries, and then again in December 2023 to lead marketing as the senior marketing and communications manager. 

Prior to joining Freelancer, Marko worked at WE Communications Australia where he progressed to a senior account manager level managing key enterprise technology and consumer technology clients, including Adobe Creative Cloud, GIGABYTE, Sony Mobile and UiPath.

Speaking on his promotion, Marko said, “I’m thrilled to continue growing at Freelancer with the new role as director of marketing and communications. It’s an exciting time at the company, especially with the improvements the team is making on the product side and the ways AI is elevating the talent on the platform.”

He added, “It’s never been easier to start a business and I’m reminded of this everyday seeing clients all around the world making their dreams real. From a marketing and comms perspective, our team will be focusing on refreshing the Freelancer brand and exploring new, innovative ways to tell our story globally.” 

Meanwhile, Matt Barrie, chief executive at Freelancer.com, commented, “Marko’s promotion reflects our commitment to innovative marketing strategies and strengthening our global communications approach. His track record of elevating our media presence and strategic communications makes him the ideal leader to drive our marketing efforts forward.”

New York, USA – Global communications firm Burson has announced the launch of ‘Decipher Health,’ its new cognitive artificial intelligence (AI) offering designed to optimize communications impact and stakeholder engagement across patient, advocate, healthcare provider, health decision makers and analyst communities. 

This is the third AI offering of its kind from Burson and a key addition to the growing capability within PR Studio in WPP Open, WPP’s intelligent marketing operating system powered by AI.

‘Decipher Health’ by Burson has trained cognitive AI models on a broad spectrum of disease areas, including general health, oncology, neurology, diabetes, respiratory, and sexual health. It integrates predictive believability and virality indicators. The result is a robust framework for forecasting the potential impact of different types of content across healthcare-focused audience segments that is based on observable, repeatable data. 

Moreover, the solution–created in partnership with cognitive AI company Limbik–makes predictions about communications impact by determining an audience’s level of commitment to a particular topic and the believability of online content related to that topic. 

As part of WPP Open, ‘Decipher Health’ will be made available to all WPP healthcare clients and is the latest innovation for Health@WPP.

In addition to message testing, ‘Decipher Health’ tracks the impact of a variety of global macro themes that can affect the healthcare system, including: The economy; drug costs, pricing and access; supply chain; DEI; sustainability; elections; reproductive rights; women’s health and armed conflict.

Chad Latz, chief innovation officer at Burson, said, “The volume of information in the healthcare space can be both daunting and riddled with inaccuracies for people who are searching for material on a particular disease or therapeutic area. We created this capability to predict with near certainty the potential for impact – including credibility and engagement – that content can have on a wide range of healthcare-specific audiences. This ensures we can help our clients cut through with communications and marketing that build their reputations, but also deliver valuable and effective resources across the patient journey.”

Meanwhile, Brenna Terry, global chair for healthcare at Burson, commented, “What makes this such an extraordinary tool is the depth of our audience modeling. Our patient audience is segmented beyond typical demographics to include a wide range of social determinants that can make people more – or less – likely to be susceptible to a disease and receptive to information. Drilling down to such a precise level ensures that we reach the right people at the right time with precisely the right content.”

She added, “Decipher Health allow us to analyze gaps in message uptake among different critical healthcare stakeholders. What resonates with a patient is different than what will make an impact with a physician or an analyst. With WPP Open, we can forecast what works well with each audience and then develop compelling content that facilitates high-impact communications with all stakeholder groups. We now have instant market research right at our fingertips.” 

Singapore – Global communications agency Weber Shandwick has appointed Farah Zuber as new vice president and head of communications for Asia-Pacific (APAC), bolstering its regional leadership team.

Zuber brings 14 years of experience in marketing and communications, specialising in designing and activating comprehensive strategies across earned, owned, and paid channels. She has spearheaded multi-market campaigns for companies in APAC, the United States, and the Middle East.

Throughout her career, Zuber has specialised in corporate communications and reputation building across sectors such as technology, finance, and governance. She has collaborated with industry players like Ogilvy Public Relations, ARC Worldwide, and Edelman. Notably, she was the inaugural market leader for SPAG (SPAG FINN Partners) and a key member of the leadership team at Redhill.

Zuber’s strategic appointment underscores the firm’s commitment to strengthening its position in the industry and driving continuous growth across the region. 

In her new role, Zuber will report to Tyler Kim, APAC CEO, and will lead the firm’s strategic integrated communications initiatives across key markets, focusing on a wide range of stakeholders, including external and internal audiences.

Kim said, “Farah’s extensive regional experience in reputation management and her deep understanding of the business landscape are instrumental in driving our next growth phase. Her appointment demonstrates our commitment to delivering greater value to our employees, clients, and partners in the region. We are thrilled to have her with us.” 

Commenting on her appointment, Zuber also shared, “It is exciting and an honour to be part of Weber Shandwick, an agency renowned for delivering value-driven, earned-first work for decades. Additionally, the agency’s culture, which deeply embraces diversity and well-being, is truly refreshing. I strongly believe these two elements—the commitment to the work and to people—are what make a brand successful and meaningful. I look forward to contributing to the agency’s growth moving forward.”

Singapore – Global independent marketing and communications firm FINN Partners has announced the promotion of Joshua Wang to associate vice president, brand & market intelligence for Asia Pacific.

The promotion, which expands FINN’s regional bench and capabilities across offices, helps position the group for long-term growth in APAC and expands on its client service capabilities.

In his new role, Wang is responsible for leveraging research, data analysis and strategic insight to drive revenue growth, bolster thought leadership initiatives, and foster innovation for FINN and its clients.

Speaking on his promotion, Wang said, “In today’s landscape, clients are navigating tremendous shifts. They rely on us to serve as trusted advisors, delving into their challenges and providing strategic counsel. At the foundational level, the value and brilliance of effective brand strategy is in enabling them to achieve a consistent and recognizable identity, one that enables them to stand out from the crowd.”

Meanwhile, Naeema Ismail, managing partner at FINN Partners Singapore, commented, “Joshua lives and breathes client strategy and intelligence for brands and excels at directing programs that require evaluation from multiple angles. Using research to develop strategies that contribute to clients’ bottom lines, while expanding our offerings and supporting the growth of our advisory and consulting program, we’re further able to enhance our work with data-driven insights that drive business impact.”

Singapore – Erika Cleo Foo, formerly the vice president of communications at Singlife, has recently been named the new vice president of communications and brand experience for Asia-Pacific at ING. In an exclusive conversation with MARKETECH APAC, Foo shared that she will report to Christine Kam, head of communications and brand experience for ING APAC.

“Working closely with regional and country teams to ensure consistent messaging and positioning throughout the Asia-Pacific region, as well as ensuring the alignment and effectiveness of communications initiatives, will be crucial aspects of my role,” she said.

When asked about her strategies in her new role, she stated that she aims to focus on executing effective communication strategies to position ING as a regional leader in sustainable finance.

“ING has a strong foundation in APAC, and I’m eager to leverage that to elevate our position as a leader in sustainable finance. This is a crucial area for the future of the financial services industry, and ING’s expertise aligns perfectly with the growing demand for environmentally and socially conscious solutions across the region,” she said.

Prior to joining ING, Foo was with Singlife for two years, where she managed the company’s strategic communications plans in alignment with business objectives and brand identity.

She previously spent over five years with the National Heritage Board, handling various roles related to marketing communications and programming efforts.

“My experiences at Singlife and the National Heritage Board have taught me the importance of balancing innovation with tradition. From Singlife, I bring a strong understanding of digital-first strategies and the importance of integrating technology into customer experiences,” she said.

Foo added, “At the National Heritage Board, I learned the value of storytelling and creating emotionally engaging brand experiences. I believe these learnings have helped me create compelling and innovative brand experiences, leveraging both technology and storytelling to connect with audiences.”

When asked about specific brand experience challenges the banking and insurance industries face, she highlighted navigating the increasing regulatory landscape while maintaining a seamless customer experience, as well as ensuring data privacy and security in an era of digital transformation.

“On the opportunity side, the rapid adoption of digital technologies provides a chance to enhance customer engagement through personalized and convenient services. Additionally, there is a growing opportunity to build trust and loyalty by demonstrating a commitment to sustainability and social responsibility, which are increasingly important to customers,” she said.

Discussing the opportunities the industry may see this year, she stated, “Customers today expect a seamless and personalized experience across all channels. This presents a challenge, but also an opportunity for differentiation through innovative and customer-centric brand experiences. Institutions that leverage advanced analytics to gain deeper insights into customer behaviour will benefit from more strategic decision-making, resulting in meaningful and tailored solutions for their end-users.”

Foo also added, “Building trust and brand loyalty will be crucial in the competitive APAC market. Transparency, ethical practices, and a focus on customer well-being will be key differentiators. Institutions that embrace a purpose-driven approach that aligns with the values of their audiences, such as sustainability and ethical practices, will find themselves a step ahead in building long-term brand loyalty.”

Kuala Lumpur, Malaysia – Independent media and communications consultancy network GO Group just got bigger with the latest addition of Australian strategic communications firm Banksia.

This collaboration with Banksia marks a pivotal moment as the GO Group marks its foray into the Asia Pacific and Australasia regions, solidifying its position as one of the largest networks of independent agencies in the world.

The inclusion of Banksia into the group cements the network’s commitment to foster collaboration and cross-pollination of skill sets within the global communications industry, from public relations, crisis communications, and public affairs to total branding, even within the digital sector.

Furthermore, the addition of Banksia heralds a pivotal moment for the GO Group as it sets its sights on expanding even further, particularly into Europe and North America. The network plans to appoint more partner and affiliated agencies in these continents to enhance its global presence and offer comprehensive PR solutions to clients worldwide.

Talking about this development, Peter de Kretser, chairman of the GO Group, said, “This collaboration signifies an exciting synergy between our agencies that will propel the group towards even greater success. I am especially proud to be working together with Steve, not only because we’ve known each other for many years, but the value that he and his team of highly competent associates bring to the GO Group is truly second to none. Their combined extensive experience, particularly in public affairs, adds a strategic component to the GO Group.”

Meanwhile, Steve Michelson, founder and director of Banksia, commented, “We are buoyed by the opportunity to join the GO Group and are humbled by Chairman Peter de Krester’s interest in our specialised services. Until now, our team has focused on driving strategic results for Australian businesses and organisations determined to deliver a positive social impact across key industries. Joining the GO Group connects us to a network of specialist agencies and opens the door to international partnerships for the benefit of the Group’s existing and prospective clients.”