We. Communications creates new GM role in Singapore

We. Communications (We.) has appointed Ayden Ong as general manager for Singapore, a newly created role aimed at strengthening the agency's senior leadership as it enters its next phase of growth.

Ong, who previously served as vice president of client growth, will report to managing director Daryl Ho and oversee the agency's day-to-day strategic growth and client delivery. He will also continue to expand We.'s integrated communications and AI-led capabilities.

Ong joined We. Communications in October 2020 as associate strategy director before rising through the ranks as associate director of digital experience and technology, director and head of digital, creative and strategy, director and head of digital experience, strategy and innovation, and most recently vice president of clients and growth.

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Prior to joining We., he spent more than four years at Edelman, where he held a series of digital strategy roles, including senior strategist for digital, according to his LinkedIn profile. He also previously co-founded adtech startup Adit, worked as a marketing consultant at That Marketing Guy and began his career in advertising as an accounts coordinator at Young & Rubicam.

The appointment reflects the agency's strategy of developing leadership talent from within as it continues to invest in its Singapore operations.

"We.'s growth has always been driven by our people. Investing in leadership from within lets us move even faster on the capabilities, culture and expertise that define our business. Ong brings the innovation and operational discipline that will help us continue to evolve and deliver world-class communications alongside our clients," said Ong. 

"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 added. 

The appointment comes as We. Communications continues to strengthen its leadership bench across Asia Pacific. Earlier this month, the agency appointed Arif Rajab as managing director of its corporate advisors team across Asia Pacific and promoted Brian Keenan to managing director of its expanded AI and data advisors practice, as it bolstered its consultancy capabilities in corporate reputation, business transformation and artificial intelligence.

The moves reflect the agency's broader strategy to deepen its advisory and AI-led offerings across the region, with both executives joining We. Communications' APAC leadership team and reporting to Nitin Mantri, president, APAC. At the time, Mantri said the appointments responded to growing client demand for integrated strategic counsel as organisations navigate increasingly complex communications and business challenges.

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