Flare Communications Group promotes Pheona Cheng

Flare Communications Group has promoted Pheona Cheng as director of the Group. Pheona has been with Flare for two years as associate director, client services and strategy, in which she managed key business accounts, from FMCG products to luxury skincare and lifestyle brands.

Prior to that, she was with Moët Hennessy Diageo Hong Kong as brand manager of Moët & Chandon and Belvedere. With almost 15 years of experience in brand marketing, Cheng assumed various business and marketing planning lead roles, spearheaded and championed a strong portfolio of brand marketing initiatives throughout the years.

Cheng talked about her vision on upcoming agency planning, “My experience in brand management allows me to understand both client ecosystems and the role of agency partners. I look forward to continuing the good work and the partnerships Flare Communications built in the past 19 years and to build the new chapter with the team.”

In her new role as director, Cheng will manage the Group's key businesses and service development – driving its transformation by accelerating the company's capabilities and delivering Flare's integrated digital and communications solutions to clients, both in Hong Kong and other new markets. In addition, Cheng will also oversee HR and talent growth – to develop a strong team of talent across disciplines and solutions.

Most recently, Flare Communications also won two new retainer accounts from Tatcha and Nu Skin Hong Kong and Macau.

Tatcha is a celebration of classical Japanese beauty culture with three beauty counters in Hong Kong. Through the partnership with Flare Communications, Tatcha aims to build local brand awareness, strengthen the presence of hero products and cultivate the brand's community. The agency said with extensive experience and insights in the beauty market coupled with a locally exclusive AI-driven influencer marketing analytic tool, it offers innovative strategic counsel on integrated communications and public relations campaigns, together with enhancing brand experience for consumers.

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