Sun Life names new communications director for Asia

Sun Life has onboarded Edelman's Adam Welch (pictured) as director, communications Asia. He reports to Sun Life's chief communications and sustainability officer, Asia Sarah James.

Based in the company's Asia regional office in Hong Kong, he is responsible for external communications for the region across media, digital platforms, executive positioning, and thought leadership.

 In additional to region-wide initiatives, the role supports Singapore, Hong Kong, Philippines, Vietnam, Malaysia, and Indonesia.

Welch joins Sun Life from Edelman, where he was a director in the corporate reputation practice, advising regional and global organisations including AXA Investment Managers, Cathay Pacific, Estée Lauder Companies, Microsoft, Prudential, and the Yidan Prize Foundation. Prior to Edelman, he held senior in‑house communications leadership roles at AIA and EY, and spent nearly eight years with Commonwealth Bank of Australia across Sydney and Hong Kong.

With more than 16 years’ experience, Welch brings expertise spanning corporate communications, executive profiling, digital content strategy and crisis management. His appointment reflects Sun Life’s focus on navigating a complex, digital‑first media environment through a reputation‑led approach.

Welch said: “Asia is one of the most dynamic regions globally for financial services, where trust and clarity matter more than ever. Sun Life is a fast mover in Asia’s insurance landscape, and I’m thrilled to join this dynamic team. Helping clients achieve lifetime financial security and live healthier lives is central to our purpose, and strong, thoughtful communications play an important role in supporting that ambition.”

The appointment comes after Sun Life appointed WPP Media to handle the media buying and planning for the brand's digital and brand remit across APAC, following a competitive pitch in July this year. The appointment will last for two years and covers Hong Kong, Philippines, Vietnam, Indonesia and Malaysia. 

Meanwhile, back in September 2025, Sun Life Hong Kong incorporated the concept of Siheyuan (四合院), the traditional four-walled Chinese courtyard house, into its latest campaign, presenting its new "four-in-one retirement solution”.

The four pillars of the solution include the “RetireFree” immediate annuity insurance plan, the policy reverse mortgage programme and the reverse mortgage programme, and a Sun Life MPF fund providing stable income, all designed to help clients tackle financial challenges such as longevity and rising medical expenses for a worry-free retirement.

The four pillars align with Siheyuan's values of fostering a harmonious and secure living environment, said Adley Low, chief client and marketing officer, Sun Life Hong Kong, during an interview with MARKETING-INTERACTIVE.

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