Singtel shifts branding under comms unit, names Lian Pek lead

Singtel will be consolidating its branding efforts under its Group Corporate Communications department. The group will be renamed Group Strategic Communications and Brand.Alongside strategic communications, this department will also be responsible for the Group’s overall brand strategy, positioning, and management, including the execution of branding campaigns and sponsorships at the Group level and ensuring brand alignment with the Group’s respective business units.With the added portfolio, Lian Pek, Singtel’s VP, Group Corporate Communications, has been re-designated as vice president, Group Strategic Communications and Brand with immediate effect. Pek also has oversight of external media relations at Optus, Singtel’s wholly owned subsidiary in Australia effective 1 May 2017.“Dovetailing communications and brand will help us better shape understanding of Singtel in a way that is more reflective of who we are and what we represent,“ said Pek. “As a Singapore-grown regional MNC with key interests in telecoms and technology, areas where change is tenacious, it is even more imperative to message and brand consistently and authentically. The combined functions will certainly help us do that better.”Pek joined Singtel in June 2015 from Channel News Asia where she was chief editor and senior VP. She is a media veteran with a background in broadcast news and factual content, having worked for the likes of Bloomberg, CNN and Discovery.Last month, Singtel appointed four agencies to handle its creative and digital accounts for the next two years. Bartle Bogle Hegarty Singapore is the strategic brand lead agency while the other agencies are OgilvyOne, B2B specialist; Goodstuph, social & content specialist; and Hogarth, creative production specialist.