The Coffee Bean & Tea Leaf Singapore has appointed Asia PR Werkz as its public relations agency. The appointment is for half a year and will see the agency undertaking duties such as strategic communications, consultancy services and PR support. This will be for a variety of activations including new product launches and media outreach.
Asia PR Werkz will also develop and execute media engagement plans that would demonstrate the international icon’s passion for product innovation. The account will be led by Julie Chiang, director at Asia PR Werkz.
The move follows the appointment of Tricia-Ann Kee as its new head of sales and marketing. She replaced Doreen Lim, who held the role since 2014. The company confirmed the move to Marketing.
In her new role, Kee will be responsible for leading and driving all business units through comprehensive marketing strategies to grow and build The Coffee & Tea Leaf brand. She was most recently assistant vice president of country marketing at Citibank Singapore. Before Citibank, Kee was head of marketing at Starbucks Singapore for three years. During her time at Starbucks, she was responsible for achieving an annual brand target of SG$50 million, market share as well as brand P&L.
The brand also currently works with Happy Marketer for social media duties.