WE Communications picks new EVP, international head of integrated marketing

Global communications firm WE Communications (WE) has appointed Nichole Provatas (pictured above) as its new executive vice president, international head of integrated marketing.

This new role is an expansion from her previous role as executive vice president, APAC head of integrated marketing. Prior to that, she was the group head of digital, creative and strategy. 

As executive vice president, international head of integrated marketing, Provatas will now oversee WE's borderless experience team (BET). BET is a globally decentralised group that provides client counsel, creative execution, strategic insights and data capabilities to clients around the world. 

Don't miss: WE Communications SG names new director and associate director of sectors

Before joining WE, Provatas was an account director and senior account supervisor at Edelman Sydney and Edelman New York respectively. And during her time at WE, was seconded into Adobe as its head of brand communications and advocacy, APAC and head of social media, APAC. 

In tandem, WE has also appointed Brian Keenan (pictured) as its executive vice president, international head of insights and analytics. In his role, Keenan will be responsible for advancing WE's insight, analytics and strategy capabilities for clients and to drive growth across key markets and sectors.

Before taking on this role, Keenan was the executive vice president, APAC strategy and the head of strategy at WE. 

He was also senior vice president of planning and head of business intelligence at Weber Shandwick Australia from July 2017 to August 2020. In addition, he served as senior insights, strategy and creativity planner and global creative initiatives manager in a global agency called Ketchum. 

Keenan was also a guest lecturer in New York University while at Ketchum. During his time at New York University, he lectured on global marketing, creativity, brainstorming and emerging technologies to students. 

Both Provatas and Keenan report to Kass Sells, CEO, International, WE.

“Our borderless experience team has demonstrated how we can bring forward an international team of experts from multiple markets to deliver best-in-class integrated communications capabilities,” said Sells.

“Provatas and Keenan have already demonstrated strong results and are the right leaders to unlock our next opportunities for growth and strategic service for clients globally," added Sells. 

On top of strengthening its international leadership, WE has also named Charmaine Lin and Michelle Lim as its new director and associate directors of sectors in Singapore respectively. 

Both Lin and Lim will report to Troy Lee, head of sectors at the agency and they will broaden WE’s capabilities in tourism, travel and hospitality as well as technology, B2B and crisis communications.

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