PLUG lands in Singapore with new MD leading expansion

Independent public relations and marketing agency PLUG has officially launched its Singapore office, marking its latest expansion in Asia as brands increasingly seek integrated campaigns that span multiple markets.

The move follows a soft launch in 2025 and is being led by communications veteran Jolin Ng (pictured), who joins as managing director of PLUG Singapore.

According to the agency, the Singapore office will offer integrated services across public relations, influencer strategy, social media and content, with a focus on delivering culture-led brand storytelling tied to business outcomes.

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Ng brings more than 15 years of communications experience across Asia. Prior to joining PLUG Singapore, she held senior roles at Hill+Knowlton Strategies and AKA Asia, before serving as general manager at W Communications Singapore.

Over the course of her career, she has led campaigns for brands including Hilton APAC, Hong Kong Disneyland, New World Development, SK-II Global and Tinder APAC.

Ng is also no stranger to PLUG, having first joined the agency's Hong Kong office in 2018. The Singapore launch builds on an existing cross-market collaboration model between the agency's teams.

The Singapore expansion forms part of PLUG's broader growth strategy in Asia, pairing Singapore's role as a gateway to Southeast Asia with Hong Kong's position as a bridge to North Asia and Mainland China.

Founded in Hong Kong in 2007 by Lara Jefferies and co-led by executive director Alex Zenovic, PLUG has grown into an independent agency with more than 30 specialists across Hong Kong and Singapore. Its capabilities span public relations, strategy, creative, content, digital, social media and partnerships.

Since its soft launch, PLUG Singapore has built a portfolio across consumer, culture and social impact sectors. Clients and projects include integrated campaign work for Stroke Support Station (S3), Play Nation and Thekchen Choling Singapore, as well as public relations, influencer engagement and activation work for brands such as Airbnb, Driscoll's and Pizza Hut.

The agency's wider client roster includes the Singapore Tourism Board, Aesop, Diptyque, IWC Schaffhausen, ALICE + OLIVIA and The North Face.

“Expanding from Hong Kong to Singapore with Ng, 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.

She added, “With our expertise across both markets, we’re able to connect communities, unlock new collaborations and help brands operate more fluidly across Asia.”

In tandem, 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."

PLUG's expansion comes amid continued agency investment in Singapore as firms look to strengthen their regional capabilities.

In October last year, communications group COMCO Mundo League of Enterprises launched its Singapore office under the banner of COMCO Southeast Asia – Singapore, positioning itself closer to regional business hubs and high-growth sectors such as technology, finance, healthcare and consumer markets.

Prior to that, PR and communications agency LaunchLink Communications also established a Singapore office as part of its APAC expansion plans. The office serves as a regional hub for local and international clients, offering services ranging from strategic communications and executive positioning to market entry support, product launches and cross-border campaigns.

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