Vero, a leading communications consultancy in Southeast Asia, announces the appointment of Lin Kuek as managing director of its newly established office in Singapore.
Building on Kuek’s extensive track record driving impact in communications, Vero is establishing a team in Singapore to be closer to clients and serve as a gateway to the region for leading brands, companies, and organizations. Vero has a team of more than 200 award-winning PR, influencer, creative, and digital consultants across Indonesia, Myanmar, the Philippines, Thailand, Vietnam, and now Singapore.
A gateway to Southeast Asian consumer markets
Kuek’s proven consumer and corporate communications expertise will help Vero develop new valued relationships with clients and brands across the region. She spent her career in Singapore and Shanghai and will now broaden her expertise through extensive engagement across Southeast Asia.
“The intention is to support Vero’s clients as they regionalize and expand, leveraging strategic communications to protect and grow their business and share of voice,” said Kuek. “Vero has a strong roster of clients and a stellar group of communications and marketing practitioners across Southeast Asia’s fastest-growing economies. My focus is to bring Singapore into the Vero network to help our clients succeed in this exciting and dynamic region.”
Vero’s longstanding presence in Southeast Asia for 17 years has afforded it a perspective on the region’s economic transformation. The competitive consumer market, a growing middle class, and continuous technological developments make Southeast Asia an exciting hub for growth.
“More than ever, Southeast Asian consumer groups aspire to participate in and shape global culture,” said Vero COO Raphael Lachkar. “As a gateway into the region, Singapore plays a unique role for brands keen to capitalize on this opportunity. Our investment into Singapore and partnership with Lin will strengthen our ability to connect industry-leading brands and Southeast Asia’s vibrant sub-cultures at scale.”
Vero Founder and CEO Brian Griffin said that now is the right time to invest in people in Singapore.
“The Vero network in Southeast Asia will benefit greatly from having a communications leader of Lin’s caliber joining the team,” said Griffin. “Lin is a great counselor to business leaders, and at a time when managing reputation is more complex than ever, our regional clients can count on Lin to provide direction and strategic advice that will enhance both reputational and business metrics.”
The opening of Vero’s sixth office aligns with the company’s commitment to equip regional brand decision-makers with dedicated teams, tools, and strategic advice to help them succeed in the competitive market, executing tailored strategies to navigate the unique opportunities and challenges of an economy as diverse as Southeast Asia.
Supporting critical sustainability discussions in a vulnerable region
Sustainability has become a focal point for brand communications, particularly in Southeast Asia, one of the world’s most vulnerable regions to the impact of climate change. In 2022, Vero took the lead in APAC by taking the Clean Creative pledge and foreswearing work for fossil fuel clients.
Kuek, who is also Regional Client Lead, has extensive experience leading large-scale regional sustainability events, and developing compelling narratives. She is poised to drive Vero’s mission forward, supporting brands and organizations to develop strategic communication solutions to effectively contextualize their sustainability initiatives.
“Climate change is the most critical challenge of our generation, and businesses now have an opportunity to be on the right side of history. I am thrilled to join an agency that is taking a strong position against working with fossil fuels brands. This is an important posture that I hope will soon become a groundswell in our industry,” said Kuek. “The team and I at Vero are looking forward to partnering and supporting organizations eager to take urgent action to accelerate our collective journey towards a sustainable future.”
To support its expansion and meet the growing demand for communications expertise in Singapore, Vero is actively recruiting. Candidates may find new vacancies on www.vero-asean.com/careers.