Ex-Mediacom social lead goes to local PR firm

SG Story has set up its digital and social media practice and the practice will be led by Edvarcl Heng. Heng will begin in the role on 1 November.Heng will also be partner and director in the company and will be responsible for building the digital and social media practice at SG Story. He will serve as senior counsel to clients in these areas.Previously, Heng was the social media division head for Mediacom. There, he managed clients such as Dell, P&G and Kellogg's across Japan, South East Asia and South Korea. He has over 13 years of digital and social media marketing experience and was also a technology journalist with CNET Asia.“Brands are increasingly starting to understand that a good communication campaign begins with good content. Good content is critical towards sharing a brand’s story; and when coupled with discovery and distribution, can amplify results,” Adeline Lee, founder and managing partner, SG Story said.The agency set up its operations June last year working with brands across fashion, F&B, lifestyle and technology in Singapore. Some of its clients are Jurong Point, Liang Court, NETS and SK Planet amongst others.Earlier, the agency also appointed former Lenovo comms lead Aaron Kong as a partner and director as well.