Singtel marketer Bill Ang relinquishes full-time role, takes on fractional remit

Singtel's director of brand transformation Bill Ang is stepping away from his full-time role to take on a fractional advisory role focused on AI transformation with the brand.

In his role as an advisor, Ang will continue working with Singtel on AI transformation, particularly across its people and organisational functions. His remit includes leadership advisory and narrative stewardship, drawing on his experience in brand strategy and storytelling to help employees navigate organisational change. 

In a statement to MARKETING-INTERACTIVE, Ang said that he is leaving full-time employment but is "most certainly not retiring from work". 

"I’m not particularly comfortable with the word reinvention either. It suggests I’m trying to become someone different. I feel I’m simply continuing to do the things I’ve always been interested in, just in a different arrangement," he told MARKETING-INTERACTIVE. 

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Ang has spent more than four decades in advertising, public relations, tourism and brand management. He first joined Singtel in 2017 as director of brand marketing where he led brand marketing and brand transformation for the telco. He was also involved in the launch and evolution of the group's "Hello Possibilities" brand platform. He later took on the role of director, brand transformation in April 2026. 

Before Singtel, Ang held senior leadership roles at Ogilvy across Singapore, Hong Kong and Malaysia, including managing director of Ogilvy & Mather in Kuala Lumpur. He also served as director of global brand management at the Singapore Tourism Board, where he worked on Singapore’s international destination branding.

He was also managing director and business director at Rapp Collins and DDB Singapore. 

Looking back, he sees less of a series of career changes than a continuing curiosity about people, culture and how ideas influence behaviour. “Marketing has always fascinated me because it’s ultimately about understanding people,” he said. “Whether I’m working on a brand, an organisation’s culture or how people respond to artificial intelligence, I’m still interested in many of the same questions.

Ang believes the greatest challenge facing organisations adopting AI is not necessarily technological. “We’re getting increasingly good at introducing new technologies into organisations. But introducing technology and changing how people work are two very different things,” he said.

“The real challenge is helping people develop the confidence, judgement and willingness to work differently. That’s as much a cultural challenge as it is a technological one.”

I’m genuinely excited about what’s ahead. still love the art and science of marketing. I’m fascinated by what’s happening with AI and what it means for people. I want to keep writing, teaching and contributing wherever I can.

The move comes as Singtel continues to reshape how its marketing function operates, with the telco recently calling a creative agency pitch to work alongside its brand, engagement and loyalty (B.E.L) team in Singapore.

The pitch seeks partners to help integrate AI into marketing workflows, streamline campaign development and bring creative, strategic and technology capabilities closer to its in-house team. Singtel said the move reflects a shift towards a more integrated operating model, as AI increasingly automates routine production tasks and allows teams to focus on strategy, creativity and customer outcomes.

The telco has also been leaning into AI as part of its wider brand narrative. Its 2026 National Day film, "Beyond connection", traced Singapore’s journey towards becoming a smart nation and regional AI hub, while positioning Singtel as an enabler of the country's digital transformation.

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