The appointments see Sushant Vithaldas join as Head of Creator Marketing for India, based in Mumbai, while Vimlarithan (Rithan) Vijaya takes on the role of Creator Marketing Leader for Southeast Asia, based in Malaysia.

The hires come shortly after Edelman named Kenny Gold as its first Global Chief Creator Officer, signalling the firm’s continued investment in creator marketing as a key component of its integrated communications offering.

In their new roles, Vithaldas and Vijaya will work across social, paid, performance and earned media disciplines to develop creator-led campaigns designed to drive cultural relevance and business impact for clients across Asia Pacific.

The expansion reflects a broader shift in consumer behaviour, with audiences increasingly turning to creators as trusted sources of information and influence. 

According to Edelman, growing client demand across APAC has accelerated the need for creator strategies tailored to local cultures and communities.

“At the core of our creator offering is the idea of the ‘Trusted Creator’. In an era where audiences increasingly turn to people and communities they trust, Edelman is uniquely positioned to help brands navigate and deliver in this environment,” said Kenny Gold, Global Chief Creator Officer at Edelman.

“With Sushant and Rithan, we’re adding deep market expertise that strengthens our ability to promote and protect our clients through engaging, earned-led storytelling—partnering with the most impactful voices across these markets,” he added.

Meanwhile, Rakesh Thukral, CEO of Asia Pacific at Edelman, said creators have become an essential part of how brands build influence and engagement across the region.

“Today, no organisation – whether B2B or B2C – can effectively connect with its audiences without creator partnerships in the mix,” Thukral said. “These appointments reflect how we are evolving our business to help clients meet that reality.”

Vithaldas brings more than 20 years of experience spanning marketing, digital, content and brand communications. Prior to joining Edelman, he led revenue growth and strategic brand partnerships at Collective Artists Network and previously held leadership roles at Schbang, Landmark Group, Dell and Apple in India.

“The creator economy is creating new opportunities for brands to engage audiences through culture, community and storytelling,” said Vithaldas. “Edelman’s strength at the intersection of earned, integrated communications and trust makes it uniquely positioned to help clients build impactful creator-led programmes.”

Meanwhile, Vijaya joins from Monks, where he led creator strategy for regional and global campaigns involving brands such as Vaseline and Google. He also previously worked at Astro and Rocketfuel Entertainment, helping to build creator ecosystems across Southeast Asia.

“In Southeast Asia, where audiences are incredibly diverse, success depends on understanding what people genuinely value and trust,” Vijaya said. “There is a strong opportunity to build creator programmes that are not just visible, but credible, meaningful and enduring.”

The appointments underscore Edelman’s broader push to strengthen its creator marketing proposition globally as brands increasingly seek trusted voices to drive engagement and influence consumer decisions.

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The campaign comes as competition in Malaysia’s telecommunications sector has largely centred on offering greater data allowances, faster speeds, and expanded plan options. According to Tune Talk, consumer expectations have evolved toward connectivity that integrates more seamlessly with digital lifestyles and offers smarter, adaptive experiences.

At the centre of the “Kasi Tune” campaign is a film set around a café conversation, where a woman describes her “ideal guy”, before the audience realises she is actually referring to her network experience. The line “This one… dah Kasi Tune” anchors the narrative.

The campaign illustrates everyday digital scenarios enabled by connectivity, including uninterrupted streaming during a storm, built-in security for data usage, and seamless multitasking across activities such as gaming and shopping. The visual cues are intended to reflect Tune Talk’s cloud-powered infrastructure and its ambitions to build a future-ready digital ecosystem.

The campaign also highlights three key areas the company says reflect evolving consumer expectations: faster connectivity for modern digital lifestyles, a smarter network powered by cloud-native AI, and greater value delivered through continuously evolving digital experiences.

“Kasi Tune reflects a broader shift in how Tune Talk is evolving as both a brand and a business”, says Jill Yeap, GM Marketing, Tune Talk. “Malaysians today are no longer just looking for connectivity; they expect digital experiences that are faster, smarter, secure, and seamlessly integrated into everyday life.

“s we move beyond traditional telco boundaries, our focus is on building a smarter network experience that adapts to changing consumer needs while delivering greater value. This campaign signals that evolution in a way that is culturally relevant, progressive, and distinctly Tune Talk.”

For Edelman Malaysia, the campaign sought to emphasise cultural relatability rather than conventional telecommunications messaging.

“What makes Kasi Tune work as an earned-first campaign is that it refuses to behave like traditional telco advertising,” says Mazuin Zin, CEO, Edelman Malaysia. “Instead of pushing plans and technical claims, we built the story around a culturally familiar conversation Malaysians would instantly recognize, relate to and want to share. Earned attention today does not come from being louder, it comes from creating ideas that feel socially relevant, entertaining and naturally talkable.

“That was the strategic opportunity here: to make Tune Talk’s evolution into a smarter, future-forward ecosystem feel human and emotionally intuitive rather than overly technical. The campaign demonstrates how better connectivity should feel in everyday life: seamless, adaptive and frictionless, while positioning the brand in a way that consumers, media and culture can organically engage with. That is what gives Kasi Tune stronger earned impact beyond traditional advertising.”

Through the campaign, Tune Talk signals its intention to position the brand around smarter connectivity and evolving digital experiences as it expands beyond traditional telecommunications offerings.

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The agency’s Public and Government Affairs offering focuses on the intersection of corporate reputation, public affairs, and policy. It advises multinational and regional organisations on how political context, regulatory changes, and evolving public expectations can influence corporate reputation, business outcomes, and companies’ licence to operate.

Tang joins the firm from H/Advisors, where he served as head of public affairs for the region. In his new role as head of public and government affairs for Southeast Asia, he reports to Delicia Tan, CEO for Singapore, Hong Kong and Taiwan at Edelman.

Speaking on the appointment, Tan said, “As the cost of getting politics wrong rises, leaders need partners who understand how government works across this region. This expanded capability strengthens our ability to help CEOs stay ahead of risk, not just respond to it. Wai Leong brings a clear regional perspective on how these dynamics play out market by market, and how leaders can engage governments with confidence and credibility.”

Based in Singapore, Tang will work with Edelman’s market teams across Southeast Asia, including Singapore, Indonesia, Vietnam, Thailand, and Malaysia. His remit includes helping organisations align regional decision-making with locally credible government engagement while navigating differing political, regulatory, and stakeholder environments across markets.

The development reflects increasing challenges for business leaders in the region, as decisions taken at regional headquarters intersect more frequently with national policy priorities, domestic political considerations, and evolving regulatory frameworks. As a result, public affairs is increasingly seen as a strategic function rather than a reactive one.

Under Tang’s leadership, Edelman aims to integrate government engagement, policy intelligence, and policy communications into broader business strategies to help organisations anticipate potential risks and manage regulatory scrutiny.

Commenting on his appointment, Tang said, “Across Southeast Asia, politics and policy are no longer peripheral issues; they are core drivers of business risk, trust and growth. Leaders today must balance regional strategy with local political realities, while demonstrating credibility with governments, regulators and the public. Our role at Edelman is to help them do that with clarity and confidence.”

Supporting the expanded capability is Kenn Yee, Senior Program Manager, who brings experience in areas including technology policy, artificial intelligence, data governance, cybersecurity, and critical information infrastructure across the Asia-Pacific region.

Based in Singapore, Yee advises organisations navigating complex regulatory environments, particularly as governments increase oversight of data, technology, and digital infrastructure. His role includes helping clients understand policy risks and develop engagement strategies with regulators.

The firm said his appointment strengthens its ability to translate complex policy, technology, and security issues into guidance for senior leadership teams.

Tang and Yee form part of Edelman’s expanded Southeast Asia Public and Government Affairs team, which the firm said is designed to support CEOs, boards, and strategy leaders in aligning government engagement with long-term business strategy and building trust with stakeholders in a more politically complex environment.

SB Jang, Senior Regional Advisor for Public and Government Affairs for Asia-Pacific at Edelman, said, “We are delighted to welcome Wai Leong to Edelman. His leadership will be critical as organisations across Southeast Asia navigate a business environment increasingly shaped by geopolitical dynamics, trade considerations and government decision-making.”

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The mandate takes effect immediately for two years and two months, with an option to extend for a further three years upon completion.

The appointment comes as STB advances its Tourism 2040 roadmap and seeks a collaborative communications partner to enhance storytelling, strengthen media relations, develop compelling narratives, increase online visibility for improved discovery, and measure communications effectiveness to further elevate Singapore’s profile as a premier global destination.

Under the mandate, Edelman will support core, always-on PR activities spanning strategic planning, media engagement, issue and crisis counsel, digital amplification, monitoring, and measurement. 

The agency will also deliver earned-led communications for priority marketing initiatives across leisure travel, business travel, and meetings, incentives, conferences, and exhibitions (MICE). The partnership will focus on strategic counsel, integrated storytelling, and meaningful earned impact across Singapore’s tourism sectors.

The appointment underscores STB’s continued focus on deepening engagement with travellers, partners, and stakeholders, while showcasing the breadth of Singapore’s tourism offerings across culture, lifestyle, innovation, and business events.

Delicia Tan, CEO for Singapore, Hong Kong, and Taiwan at Edelman, said, “Singapore is one of the world’s most dynamic and forwardlooking destinations. We are proud to partner with the Singapore Tourism Board and look forward to applying our integrated communications expertise to help tell Singapore’s story in a way that is relevant, compelling and culturally resonant.”

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In the role, Vogt will work with strategists, creatives and client leaders to strengthen the firm’s strategic offering and develop ideas aimed at sparking cultural conversation and delivering measurable business impact. 

She will also advance Edelman’s Earned Flywheel framework and expand the use of data and AI-driven tools, including TrustStream, the firm’s LLM-based system for real-time trust signal analysis and predictive insights.

Vogt is a globally experienced strategist who currently serves as EMEA chief strategy officer at VML, overseeing strategic output across the region. She began her career as a WPP Fellow and has held senior strategy roles at BBH, MullenLowe and TBWA London, working with brands including Persil/OMO, KitKat, British Airways, Adidas, Dulux and Dubai Tourism.

Her work has earned recognition such as a Cannes Lion Grand Prix, a Gold IPA Effectiveness Award and a UK Effie Grand Prix. She also co-led research that informed the creation of Cannes Lions’ Creative Strategy Council and later helped establish the Creative Strategy Lions category.

Vogt will report to Tristan Roy, president, integrated solutions & delivery.

“Anna is an exceptional strategic leader with a rare ability to translate culture, data, and human behaviour into strategies and programmes that deliver both relevance and results,” said Roy. “She has a proven ability to integrate strategic disciplines across areas like social, UX, creator, AI, data and beyond. She is exactly the right person to help propel Edelman’s strategic ambition forward.”

Her appointment comes as Edelman continues to expand its strategic leadership amid growing emphasis on effectiveness, data-informed strategy and culturally resonant creativity.

Speaking on her new role, Vogt said, “I’m excited to join Edelman at such a pivotal moment and work with colleagues and clients on ideas that unlock the full power of brand trust and earned creativity. My goal is to make strategy an essential force across the firm and a powerful ally for our creatives and clients. When people work with Edelman, they should feel confident that growth will follow.” 

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Quang joins as Edelman aims to expand its presence and capabilities in the Vietnamese market, particularly in integrated communications, brand reputation, and corporate advisory. She brings over 15 years of experience in marketing, branding, and communications, with a track record of strategic leadership, driving growth, and building high-performing teams.

Most recently, Quang served as managing director at BCM Vietnam, leading a 100-member team and strengthening partnerships with clients including Unilever Food Solutions, Organon, Masan, and Vinamilk. In her new role, she will build on the foundation established by former CEO Thi Thien Thanh (TT) Nguyen, who will remain in an advisory capacity.

Speaking about her new role, Quang said, “I am thrilled to join Edelman Vietnam at such a pivotal moment for the business and the industry. I look forward to working with the firm’s talented teams and valued clients to drive growth, build trust, and deliver impactful work that elevates Vietnam’s reputation on the global stage and takes the firm into its next chapter of success.”

Pooja, appointed APAC chief strategy officer, joins Edelman from MullenLowe Lintas and will be based in Mumbai. A strategy leader with 18 years of experience across India, Southeast Asia, Central Asia, and China, she has shaped brand narratives for companies including Axis Bank, Tata Motors, Saridon, Supradyn, Godrej, PhonePe, Jeep, Vim, and Lifebuoy. Her work has been recognised for marketing effectiveness across Global, APAC, and India, demonstrating a focus on measurable client impact.

Pooja commented, “I’m delighted to join Edelman and take on the opportunity to shape strategy across diverse markets, as well as partner with some of the world’s most dynamic brands. Edelman’s commitment to creativity, data-driven insights, and cultural relevance aligns perfectly with my passion for building meaningful connections between people and brands.”

She added, “I look forward to collaborating with the firm’s talented teams to deliver bold, integrated solutions that drive real impact.”

Both appointments are expected to strengthen Edelman’s regional strategy and client partnerships, reinforcing the firm’s focus on integrated, insight-driven solutions across APAC.

Rakesh Thukral, Edelman’s CEO for APAC, said, “Quang’s appointment marks an exciting new chapter for Edelman Vietnam. Her strategic vision, collaborative leadership, and proven ability to drive growth make her the ideal leader to build on TT’s legacy and lead our business into its next phase. I want to sincerely thank TT for her exceptional leadership and am grateful that she will continue to support us in an advisory role to ensure continuity and stability.”

“Pooja’s appointment strengthens our strategic consulting capabilities across the region. Her analytical rigour, creative vision and cultural instinct will help us deliver even greater value to clients. This is a moment of transformation for Edelman APAC, and Pooja’s leadership will be instrumental in shaping how we show up for our clients and our people,” Rakesh added. 

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The 2.5-minute film highlights Mongolia’s landscapes, cultural heritage, and economic potential, positioning the country as a destination for tourism, trade, and cultural exchange.

“The challenge was to capture the energy and dynamism of a youthful nation re-emerging onto the world stage, while also rallying internal pride,” said Tim Green, chief creative officer of APAC at Edelman.

Its production involved close collaboration with the Mongolian Ministry of Culture, Trade and Tourism, other government agencies, and local creators. Contributors ranged from animators and bloggers to business leaders and institutions such as the National Theatre. Designers of Mongolia’s Olympic uniforms, Michel and Amazonka, provided the wardrobe to balance cultural authenticity with a modern edge.

The film forms part of a long-term nation branding initiative launched in 2023. Edelman oversaw the creative direction, scripting, and production in coordination with Mongolia’s ministries to align both international ambitions and domestic identity.

“It literally emerged from within Mongolia—it’s in the name. It’s a driven nation with ‘Go’ at its heart, both literally and figuratively. It positions Mongolia as a place to go explore, go invest and go create, while also serving as a rallying cry to instill pride among Mongolians themselves,” Green said. 

“This is another example of how Edelman brings to life integrated thinking at the intersection of culture, commerce, and creativity. It’s a piece of work that instils trust in a unique country sitting at an interesting crossroads in the heart of Asia,” Green added. 

Since the rollout of the “Go Mongolia” brand, the country has reported greater global visibility—rising 14 places in the Brand Finance Global Soft Power Index, achieving record tourism revenues, and being named Lonely Planet’s top destination in its Best in Travel 2024 guide. The campaign has also supported cultural diplomacy and investment ties, including Mongolia’s sponsorship of Fulham Football Club, its presence at the Paris Olympics, and the launch of United Airlines’ first direct route from the United States.

Green explained, “It was important for us to hand the concept over to the people of Mongolia and let them give it meaning. We launched across different fields—from fashion shows in Paris to international partnerships like Mongolia’s sponsorship of Fulham Football Club—showing how ‘Go’ works on the world stage and reflects who the people of Mongolia are.”

The new film marks the latest phase of Mongolia’s soft power strategy, combining cinematic storytelling with efforts to project a unified national identity. “Go Mongolia” is now available internationally through global news outlets and digital platforms.

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As CEO of Edelman Hong Kong, Taiwan, and Singapore, Tan is tasked with harmonizing teams across borders while building enduring client relationships in high-trust, high-context environments. Her leadership philosophy is as practical as it is “people-first: serve the people who serve the client.”

In this edition of Agency Leadership Decoded, MARKETECH APAC speaks with Tan about fostering cultural alignment without uniformity, the real measure of long-term communications impact, and how purposeful storytelling and technology can co-exist without compromise.

Leading across borders: alignment without uniformity

For Tan, regional leadership begins not with a playbook, but with people—and the understanding that each market moves to its own beat.

“Singapore moves with structured intent. Hong Kong thrives on pace and precision. Taiwan values considered, quiet strength,” she shared. “My role isn’t to smooth out these differences but to draw strength from them, creating alignment without forcing uniformity.”  

That means removing friction early, listening with intent, and keeping teams closely connected to client ambition. Instead of enforcing standardisation, Tan builds coherence through trust and autonomy, empowering her teams to think creatively and act with conviction.

“At its core, my leadership philosophy is straightforward: serve the people who serve the client. When teams feel trusted, empowered and supported, performance follows,” she said. 

Defining long-term value: credibility, not just coverage

In fast-paced markets where reputation can rise or falter overnight, Tan sees long-term impact as a discipline, not a deliverable.

She explained, “Long-term impact happens when communications is treated as a lever, not a layer. It’s not about adding noise—it’s about strengthening decision-making, reinforcing leadership, and creating reputational lift that compounds over time.”

Rather than measure success by vanity metrics or short-term reach, Tan prioritises credibility and consistency. 

“The real test of strategic communications is: Can you articulate the same story across five markets, over three quarters, with a single, credible voice?” she said.

At Edelman, that means tracking whether leadership narratives are reinforced consistently—and whether stakeholder perception shifts in meaningful ways. 

“Reputation accrues through discipline: clear intent, coherent action, and credibility when no one is watching. That’s the long game and it’s where we focus,” Tan added. 

Tan also believes that “thoughtful communications can make a meaningful difference” and when asked to share an example of communications done with care and clarity, Tan pointed to ‘The Museum of Us’, a campaign Edelman did with Singapore’s Central Narcotics Bureau (CNB).

“Rather than lead with fear or abstraction, we started with truth. Drawing real stories from individuals and families whose lives had been impacted by drug abuse,” she said.

Through a combination of nationwide exhibitions, digital content, and short films, the campaign invited empathy over judgment. The strategy was anchored in perspective, not persuasion.

“CNB understood that behavioural change doesn’t begin with messaging, it begins with perspective,” Tan explained. “This work showed how communications, done thoughtfully, can shift how a nation understands something deeply personal and socially complex.”

Where values meet value: purpose that performs

In an era where consumers expect brands to reflect their values, Tan is clear-eyed about the fine line between authenticity and aspiration.

“Purpose only resonates when it’s lived, not just talked about,” she said. “Our role is to challenge clients: is this initiative reflective of who we are, or who we wish we were?”

Her team helps clients locate the intersection where purpose and performance align—whether through inclusive innovation, supply chain transparency, or internal advocacy.

“We measure what matters: stakeholder belief, behavioural alignment, brand trust. The magic happens when Purpose isn’t a layer of messaging, but a thread that runs through operations, policy and culture,” Tan further explained. 

Raising tomorrow’s communicators: from storytellers to advisors

For Tan, today’s most effective communications professionals go beyond creativity—they connect business context with narrative impact.

“They’re not just storytellers. They’re business interpreters.They understand context, see the moving parts, and help leadership connect the dots,” she said. 

At Edelman, those qualities are cultivated through structured feedback, cross-market exposure, and a team culture that rewards both rigour and empathy.

“We don’t hire just for output. We grow advisors who can help clients think clearly,especially when things get complicated.”

Balancing AI and human craft: scale without shortcuts

As technology reshapes the way stories are created and consumed, Tan sees AI not as a replacement, but as a powerful enabler.

“AI isn’t a shortcut, it’s a force multiplier. It helps us see patterns faster, test messaging smarter, and scale content more efficiently,” she noted. 

Still, the fundamentals of trust, clarity, and substance remain non-negotiable. “Technology alone doesn’t create trust, people do,” she added. 

Every brief Edelman takes on is held to a consistent standard: it must be clear, it must be true, and it must serve the audience—not just the algorithm.

“The real opportunity is to use tech to free up more time for thought, care, and craft.  Because at the heart of every great story is a truth told well,” Tan concluded.

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Among those affected include head of brand Preya McMahon, head of Melbourne and director of corporate reputation Jana Tsiligiannis, and executive creative director Jamil Bhatti.

Edelman has confirmed the news to MARKETECH APAC, but declined to comment on how much of the workforce was affected by this restructuring.

“In line with our efforts to future-proof our business and better meet our clients’ evolving needs, we have made some changes to our team structure. As a result, this has impacted a limited number of roles within the firm. We are sad to part ways with these colleagues. We are grateful for their contributions and the impact they’ve made, and we remain committed to supporting them through this transition,” the firm told MARKETECH APAC.

It is worth noting that this is the latest layoffs from the global firm following a 5% from its workforce back in December 2024. As reported by Axios back then, the layoffs resulted in the shuttering of several boutique agencies including Edible, Revere, Salutem, Mustache, EGA and Delta.

“It’s about evenly split between vice president and up and account executive to account supervisor,” CEO Richard Edelman stated back then.

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Exposing the reality of how drug abuse harms many victims, CNB and Edelman leveraged human-centric storytelling. 

At the heart of the campaign was ‘Museum of Us,’ an exhibition that highlighted stories of pain, love and recovery. Curated from real-life victims, the stories also powered social and online content.

The museum ran from May 16 to 18, inviting visitors for an emotive experience.

Alongside the exhibition, the campaign also featured a series of short films about victims’ narratives. It was co-developed with The Hummingbird Co.

While Edelman led the overall campaign, The Merry Men Works spearheaded the production of physical environments. This includes 8 pop-up installations and 34 information displays across Singapore.

Audrey Ang, director of communications at CNB, said, “This campaign was designed not just to raise awareness about the harms of drug abuse, but to reflect the emotional toll it inflicts on families and loved ones. We’ve seen how global narratives are increasingly shaping more permissive attitudes toward drug abuse and wanted to counter that by humanising the issue. Through real stories and emotionally grounded experiences, the campaign aimed to prompt deeper social and emotional understanding of the wider impact of drug abuse.”

“This campaign is a testament to the power of integrated communications. From insight to impact – We’re proud to have led this campaign from pitch to delivery. Combining strategy, creativity, production, and partnerships to deliver a message that connected deeply with audiences. CNB was a bold and collaborative partner in harnessing different creative approaches that invited reflection and empathy, connecting deeply with audiences,” Jonathan Ha, head of digital and integrated solutions at Edelman Singapore, commented.

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