Heat branding names new GM

Heat branding has appointed Maxine Chong as general manager.She will be working with managing director, Honey Lee, to streamline the agency’s full-service branding operations and client servicing. Chong brings with her a wealth of both agency and client-side experience that began in Public Relations with the RA Group in 1999 in Kuala Lumpur, Malaysia.She then moved to Singapore to be the marketing and communications manager with French luxury goods company, Dior before taking on a consultant position for PR Communications on anchor accounts such as Montblanc, Samsonite, Bacardi-Martini, Chugg Entertainment, and the launch of “The Kitchen Musical” by The Group Entertainment.Prior to HEAT branding, she was head of PR at FLY Entertainment, where she led a team to achieve increased visibility of their pool of artistes four-fold. She was also responsible for overseeing the marketing programs to solidify and maintain FLY Entertainment’s position as a leading independent artiste management company in Singapore.