Edelman names new SEA corporate reputation MD

Edelman has appointed Tony Tao (pictured) as Southeast Asia corporate reputation managing director. According to the agency, the announcement comes at the back of major client wins and significant growth. Tao reports to Amanda Goh, Singapore CEO.

In his new position, Tao will lead senior counsel to major corporate clients across Southeast Asia. Prior to this, Tao worked with Edelman in China for 16 years leading successful offices in Shanghai and Guangzhou.

Tao has substantial experience in corporate reputation as well as issue and crisis management. He has provided key counsel to major corporate equity and social responsibility programs, defined and implemented brand strategy and led crisis and issues coordination across various markets.

“Tao’s appointment will allow us to further specialise our significant corporate reputation business across the region and enhance our offer into specific sub sectors including energy, financial services and health,” said Goh.

“Tao’s expertise in the US, ASEAN and China will deepen Edelman Singapore’s specialisation in executive positioning, employee engagement, social purpose, crisis and risk and training,” she added.

Tao is one of several regional specialists that have recently relocated within Edelman’s network including: James Chen, b2b client director, who most recently served as head of corporate in Ho Chi Minh City; and Delicia Tan, senior director and client strategy lead, who most recently was head of corporate reputation in Beijing.

“Building trust and a strong reputation is crucial to the success of any organization or brand in the diverse markets of Southeast Asia,” said Tao. “I look forward to learning from this market and leveraging my experience from China to build a stronger corporate reputation offering in the region for the benefit of our clients.”