Frasers Property names new comms and branding lead

Frasers Property (FPL) has appointed Adeline Ong (pictured) as senior vice president, head of group strategic communications and branding. She will be based in Singapore and reports to Wanshi Zheng, chief strategy and planning officer at FPL.

She is tasked with shaping Frasers Property Group’s strategic communications and branding efforts, both internally and externally. In addition, her duties will include enhancing Frasers’ corporate brand positioning and ensuring a consistent brand identity across its portfolio in over 80 markets the group operates in. 

Most recently, Ong was with Viacom International Media Networks where she was responsible for corporate and brand communications for Asia Pacific. Her role also included trade marketing, internal communications and culture, and corporate social responsibility. She brings with her 24 years of in-house and agency experience in corporate, marketing and brand communications with multinational companies, such as Hewlett-Packard, Burson-Marsteller and Asia Pacific Breweries.

“Over the last couple of years, we have significantly scaled our business across international markets and recently rolled out a rebranding with a unified focus on creating experiences that matter to our customers. I am therefore, happy to have such a seasoned regional communications leader join Frasers Property, to capitalise on her corporate and consumer experience and help further build the Frasers Property brand,” Zheng said.

Last year, FPL went through a rebranding project, which saw it being renamed from Frasers Centrepoint, to showcase the consolidation of its businesses into one global property brand – with assets and business ranging from residential, retail, commercial and business parks, to logistics and industrial, and hospitality.

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