WPP launches Government Public Sector Practice in Singapore

19 Sep 2016

SINGAPORE — WPP, the world’s largest communications services group, launched its Government & Public Sector Practice in Singapore today, led by Executive Director Cecilia Wong.

The Practice helps governments around the world to achieve their public missions by understanding their citizens, engaging and communicating effectively. Working with over 60 governments and across 112 countries, today the Practice has hubs for UK, EU Institutions, Australia New Zealand, Middle East & North Africa and sub-Saharan Africa, with plans to launch in India later in 2016.

In Singapore, the Practice will give Singapore government clients access to global best practice and the best of WPP agencies’ thinking on behaviour change programmes, digital government transformation, destination marketing, public sector recruitment, citizen engagement and capability building.

WPP agencies have a long history of partnering with Singapore government. Current clients include the Health Promotion Board, Singapore Tourism Board, Central Provident Fund, National Library Board, Ministry of Communications and Information, Infocomm Development Authority, National Gallery Singapore and the Tripartite Alliance for Fair & Progressive Employment Practices (TAFEP).

To develop communications capability in Singapore government, the Practice partners with the Lee Kuan Yew School of Public Policy to teach a four-day Executive Education programme on Communication for Public Policy Delivery.

Dr Michelle Harrison, CEO of the WPP Government & Public Sector Practice, said:

“With the Smart Nation programme, Singapore is creating the platform for some of the most exciting and effective government communications in the world. Singaporean citizens, government and public services will be connected like never before. By launching the Practice in Singapore, we will ensure that our agencies and clients harness the possibilities of data and digital to the benefit of citizens.”

Cecilia Wong has been appointed as Executive Director to lead the Practice in Singapore. Cecilia is a marketing professional with over 20 years experience. She spent 10 years at Citi as Regional Marketing Director for the consumer business in Asia and ranked among the top 700 senior women leaders at the bank. Prior to that, she worked in agencies on global brands including the Singapore Tourism Board, Coca-Cola, Kraft General Foods, Hyatt International and Qantas. Having worked at one of the leading global consumer finance brands, Cecilia will be able to apply her experience in marketing and communications as governments begin to approach communications in a more citizen centric manner. Cecilia is a council member at the Institute of Advertising Singapore and a judge at the local EFFIES.

Cecilia Wong, Executive Director Singapore, WPP Government & Public Sector Practice said:

“As a Singaporean and a marketer, I feel privileged to have the opportunity to apply the power of communications to the most important challenges for our nation. I am delighted to be joining a global team to bring best practice from around the world to Singapore.”

About WPP

WPP is the world’s largest communications services group with billings of US$73 billion and revenues of US$19 billion. Through its operating companies, the Group provides a comprehensive range of advertising and marketing services including advertising & media investment management; data investment management; public relations & public affairs; branding & identity; healthcare communications; direct, digital, promotion & relationship marketing and specialist communications. The company employs over 200,000 people (including associates and investments) in over 3,000 offices across 113 countries. For more information, visit www.wpp.com.

WPP was named Holding Company of the Year at the 2016 Cannes Lions International Festival of Creativity for the sixth year running. WPP was also named, for the fifth consecutive year, the World's Most Effective Holding Company in the 2016 Effie Effectiveness Index, which recognizes the effectiveness of marketing communications. In 2016 WPP was recognised by Warc 100 as the World’s Top Holding Company (second year running).

About the Government & Public Sector Practice
The WPP Government and Public Sector Practice launched in 2014 to deepen the work of WPP’s agencies with Governments around the world. WPP’s Government & Public Sector Practice helps governments to achieve their public missions by communicating effectively. We work with policymakers and public sector communicators to tackle the key challenges facing governments today. We develop creative communications with measurable impact, built on rigorous research.

About Cecilia Wong
Cecilia is a marketing professional with over 20 years of experience. She started her career in advertising in Singapore before relocating to Hong Kong for 10 years. Throughout her career, she has worked on global brands such as Coca-Cola, Hyatt International, Qantas Airways, Maybelline, Philips, Kraft General Foods, Kodak, and Lexus. She returned to Singapore in 2003, to join Batey Ads and was responsible for the Singapore Tourism Board and Starhub accounts.

In 2005, Cecilia left advertising to join Citi as the Regional Marketing Director for the consumer bank business in Asia. During her 10 year tenure at Citi, she launched Citigold Private Client, Citi Priority, Global Banking, the Prestige credit card and the Ultima hybrid metal card. She was also instrumental in developing a new business model to drive perceptual scale as well as the rollout of paperless smart banking branches - first in Asia and subsequently in the US and EMEA. She ranked among the top 700 senior women leaders at the bank. Cecilia is also a Senn Delaney certified facilitator for culture transformation.

Cecilia is an avid Formula One fan and her favourite race driver is Lewis Hamilton.