Ong, who previously served as Vice President for Client Growth, will report to Daryl Ho, Managing Director for Singapore, and oversee the agency’s day-to-day strategic growth and client delivery while continuing to expand its integrated communications and AI-led capabilities.

He joined the agency in 2020 and has since led business development, grown its client portfolio, advanced its digital innovation agenda, and spearheaded its AI readiness initiatives alongside integrated communications, creative, and content-at-scale offerings.

The appointment reflects We. Communications’ continued focus on developing leadership talent from within while strengthening its operational capabilities in Singapore.

“We.’s growth has always been driven by our people,” said Ho. 

“Investing in leadership from within lets us move even faster on the capabilities, culture and expertise that define our business. Ayden brings the innovation and operational discipline that will help us continue to evolve and deliver world-class communications alongside our clients.”

Commenting on his appointment, Ong said the agency’s continued success depends on balancing innovation with its core strengths.

“The most successful agencies are those that keep reinventing while staying true to what made them successful in the first place. My focus will be building on that foundation and ensuring that we remain a relevant and trusted partner to clients navigating an increasingly complex digital-first business and communications landscape,” he said.

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The appointments expand the agency’s regional advisory offering, which spans corporate reputation, AI and data, financial communications, public policy, crisis communications and social impact, as organisations increasingly seek strategic guidance on business transformation and stakeholder engagement.

Rajab joins We. Communications from Weber Shandwick, where he spent a decade leading integrated communications and corporate advisory programmes across Asia-Pacific, most recently serving as general manager for Singapore. 

In his new role, he will lead the agency’s Corporate Advisors team across the region, providing counsel on corporate reputation, communications and brand strategy.

Meanwhile, Keenan has been promoted to lead the newly established AI & Data Advisors practice after five years with the agency. 

reviously executive vice president and international head of insights and analytics, he has led initiatives including the agency’s Future of Communications APAC report.

The AI & Data Advisors team will focus on helping organisations translate AI strategies into business outcomes, offering advisory services covering data governance, AI workflow transformation, agentic commerce, and AI branding and content.

Commenting on the appointments, Nitin Mantri, President of APAC at We. Communications, said clients are navigating increasingly complex communications and business challenges that require integrated strategic counsel across reputation, stakeholder engagement and transformation.

The appointments also reflect We. Communications’ broader investment in multidisciplinary advisory services, following the recent expansion of Chase Advisors, its public affairs and policy advisory business, across India and the wider region.

Both Rajab and Keenan will report to Mantri and join the agency’s APAC leadership team as well as its global advisory leadership group.

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Under the partnership, We. Communications will provide public relations support across media relations, regional campaigns and content development, with a focus on strengthening Agoda’s visibility among corporate audiences throughout the Asia-Pacific region.

The appointment comes as travel demand across Asia continues to evolve, with growing interest in intra-regional travel creating new opportunities for brands to engage consumers and business stakeholders.

In a statement to MARKETECH APAC,  We. Communications Singapore said the partnership combines the agency’s regional expertise and understanding of the travel and technology sectors to deliver integrated communications programmes across a diverse and fast-growing market.

The agency added that it is looking to build on work already underway and support Agoda’s ongoing efforts to strengthen its presence across Asia Pacific.

The appointment comes as Agoda continues to expand its industry engagement efforts across Asia. 

Earlier this year, the company launched the Agoda Impact Lab, a regional initiative unveiled at the ASEAN Tourism Forum to bring together public and private sector stakeholders to develop and scale solutions for the travel and tourism industry.

Through the initiative, Agoda has committed to supporting areas such as industry upskilling, digital transformation, sustainability and artificial intelligence. 

The company is also rolling out training programmes, executive masterclasses, and data-driven research aimed at helping tourism stakeholders across ASEAN navigate evolving traveller behaviour and technology trends.

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Over the next two years, the agency will develop editorial, video and social media content highlighting the contributions of National Servicemen from the Singapore Police Force and the Singapore Civil Defence Force, reaching HomeTeamNS members and the wider community.

“We are honoured to partner with HomeTeamNS to celebrate and elevate one of Singapore’s most important narratives,” said Daryl Ho, managing director, Singapore, We. Communications. 

Ho added, “Together, we will showcase the people behind the uniform and their stories to foster a greater understanding and respect for those who serve. It’s a privilege to contribute to this important mission.”

The remit includes personal profiles, event features and campaign-driven storytelling designed to bring audiences closer to the lived experiences of NSmen, while recognising the role of their families and the wider Home Team community.

The appointment expands We.’s public sector portfolio in Singapore, which includes the Energy Market Authority and Sentosa Development Corporation, reflecting growing confidence in the agency’s ability to deliver empathetic, clear and purpose-led communications.

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The company confirmed the retrenchments on Friday (September 26). In a response to CNA, a spokesperson said the agency continues to maintain a strong presence in Singapore and remains committed to serving clients while “investing in our long-term future.”

About eight employees were affected, representing roughly 7 per cent of the local workforce. In a statement to The Business Times (BT), the company described the move as “the difficult decision to realign parts of its business.”

According to BT, sources said the layoffs cut across multiple departments and levels of seniority, from entry-level staff to at least one director. The majority were relatively new hires of less than two years, with one employee reportedly having been with the company for under a month.

Those affected were offered severance packages, though details were not disclosed. Teams impacted included creative, digital, PR and communications, operations, and special projects, with the creative unit said to have lost about half its staff.

“Our priority is to support affected colleagues with care and respect. This includes strong references, access to job search resources through government initiatives, optional reduced-capacity contracts, and ongoing assistance from our HR team,” the company said in a statement quoted by BT.

“We have followed the responsible retrenchment recommendations outlined by the Singapore Ministry of Manpower and have provided severance packages that go above local requirements to ease the transition.”

Internal communications seen by the media noted that the agency has faced significant shifts over the past year—particularly in the last six months—including shrinking client budgets and a growing trend of companies moving PR functions in-house. This, the agency said, has led to “an incredible increase in competition.”

Headquartered in Seattle, Washington, We. Communications was founded in 1983 by Melissa Waggener Zorkin, who remains its global chief executive officer. The agency, which rebranded from WE Communications in March, employs more than 1,500 people across over 100 markets, according to its website.

The latest cuts follow a broader workforce reduction earlier this year, when the agency laid off 2 per cent of its global staff, mostly in the United States.

We. Communications now joins other companies in Singapore, such as Agoda and Ninja Van, that have announced workforce reductions in recent months.

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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.

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