APRW appoints Benjamin “Mr Miyagi” Lee as associate director

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Integrated communications agencies APRW has appointed Benjamin “Mr Miyagi” Lee as associate director, effective immediately.

In his new role, Lee will focus on driving strategic communications initiatives across APRW’s client portfolio while expanding the agency’s capabilities in branded content, transmedia storytelling, and executive communications training.

In addition, Lee will strengthen both its 'Knowledge Studio' (KnowS) and 'Digital Studio' offerings. For KnowS, he will expand media training and executive workshops in strategic storytelling and audience psychology. For Digital Studio, Lee’s expertise in premium content production and integrated campaigns will help the agency grow in transmedia storytelling and branded entertainment solutions.

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Lee told MARKETING-INTERACTIVE that his role at APRW isn't a newly created role, but rather, a unique business structure within APRW. "New appointments of associate directors are meant to enable the agency to service new opportunities in the market. The position is also a pathway to eventual co-ownership of the agency," said Lee.

"Additionally, APRW operates on a structure where every director and associate director is responsible for their portfolios, but internal interactions are more collaborative rather than hierarchical. The mutual belief that joining the APRW team means we get to work together on exciting new ways of providing PR and communications for brands and organisation," explained Lee, adding that he can't wait to make its clients shine.

In tandem, Cho Pei Lin, managing director of APRW said "Every Director in APRW is a co-owner of the agency too. That is our unique business structure which has enabled us to continue to thrive for our clients in the past 29 years. Lee's proven ability to deliver groundbreaking communications solutions will reinforce and strengthen our capabilities to provide integrated campaigns and creative solutions for current and new clients.”

Lee is widely recognised as a pioneer of Singapore’s social media landscape, bringing more than 20 years of experience in strategic communications, brand storytelling, and disruptive content strategies.

Earlier in April this year, MARKETING-INTERACTIVE reported on his new role as head of commercial and marketing at Beach House Pictures. As he joins APRW, Lee will continue his consultancy with Beach House Pictures/Space Lion Studios, advising on branded content initiatives for international streaming platforms and commercial productions.

Over his career, Lee has led high-profile public campaigns for multiple government ministries and statutory boards, including the Prime Minister’s Office. His prior leadership roles include director for creative and content strategy at DSTNCT and creative director at Protocol.

Lee was also head of content strategy at Tribal Worldwide, where he transformed social media teams into award-winning communications strategists and developed a regional client-education masterclass on brand storytelling.

In addition to his agency work, Lee has co-written theatrical productions for over 20 years, collaborating with notable performers such as Hossan Leong and Kumar, further highlighting his versatile creative background.

Lee's appointment comes as APRW continues to strengthen its regional portfolio with a series of strategic new and renewed appointments. Most recently, the agency has been appointed by FLY Entertainment to manage the media campaign for Superstreamer Asia, Singapore's first-ever reality TV competition focused on live streaming.

It was also appointed as the PR agency for World Robot Olympiad where it will be tasked to support media relations and publicity for the international final, taking place in Singapore this November.

In addition, it was reappointed as the public relations partner for the Tech in Asia Conference and for The Federation of Merchants' Associations, providing strategic media counsel and driving publicity for the upcoming Singapore Hawkers’ Celebration and Awards 2025.

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