Which SG CEOs are getting the headlines, and why?

Singapore’s corporate landscape is seeing a shift in how CEOs are perceived by the media, with storytelling, purpose-driven messaging, and crisis communication emerging as key drivers of reputation.

A recent analysis of CEO media coverage by media intelligence firm CARMA examined 10 Singaporean CEOs, including Tan Su Shan (DBS), Wee Ee Cheong (UOB), Yuen Kuan Moon (Singtel), Loh Boon Chye (SGX), Sherman Kwek (CDL), Goh Choon Phong (SIA), Tan Teck Long (OCBC), William Tay Wee Leong (CapitaLand Ascendas REIT), Scott Price (DFI Retail Group), and Michael T. Smith (Hongkong Land). The study monitored online coverage across 48 mainstream Singaporean outlets from October 2025 to January 2026, analysing nearly 500 articles in total.

Out of all the 10 CEOs, DBS’ Tan Su Shan emerged as the most visible CEO during the monitored period, topping metrics for media visibility, favourability, and headline mentions. Tan also garnered zero negative coverage. The media framed her as a thought leader in digitalisation and AI, spotlighting DBS’ pioneering work in generative AI and her personal accolades, including recognition in Forbes’ 2025 list of the world’s most powerful women, said CARMA. 

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Coverage focused on her current achievements rather than her succession from Piyush Gupta, signalling that Tan had quickly established a distinct and authoritative personal brand within months of assuming the CEO role.

In January 2026, banking CEOs showed distinct visibility patterns. Tan maintained her lead with 15 articles, while recently appointed OCBC CEO Tan Teck Long, who assumed the role on 1 January, was mentioned in 12 articles in his first month. Similarly, media attention on him have also been largely positive following news of OCBC's share price outperforming expectations. 

What drives coverage?

Not all CEO visibility correlated with business results. UOB’s Wee Ee Cheong maintained positive coverage despite a 72% decline in net profit in Q3, with media attention highlighting his long-term leadership and community initiatives. In contrast, CDL’s Sherman Kwek faced sustained scrutiny over a high-profile governance dispute, even as CDL ranked among the top 10 performing stocks on the STI. This illustrates that financial results alone do not guarantee positive media coverage. Governance, communication, and context matter just as much, if not more.

Meanwhile, operational issues also shaped CEO coverage. Singtel’s Yuen Kuan Moon faced pressure after the Optus outage disrupted emergency services, while Singapore Airlines’ Goh Choon Phong was in the spotlight over a problematic website launch. Their responses underscored the importance of effective crisis communication in maintaining stakeholder confidence. 

Furthermore, CEOs who spoke on sustainability and social impact received positive media attention. Wee highlighted UOB’s community engagement and workforce development programs, Scott Price (DFI Retail Group) emphasised diversity and inclusion, and Michael T. Smith (Hongkong Land) launched pioneering environmental initiatives. As such, this suggests that purpose-driven narratives enhance visibility and reputation, helping to position companies as responsible and forward-thinking in the public eye.

Language gaps point to untapped audiences

Interestingly, CARMA found that coverage skewed heavily toward English-language media, with minimal mentions in Chinese, Malay, or Tamil-language outlets. Lianhe Zaobao, Berita Harian, and Tamil Saithi rarely featured CEO commentary, even on major corporate developments.

Across the four-month monitoring period, only one CEO received a mention in Chinese-language media Lianhe Zaobao. The coverage featured Price quoted on the company's plan to raise its dividend payout to 70%, which lifted its share price nearly 5%.

This suggests that Singaporean CEOs and brands may be under-serving non-English-speaking stakeholders, representing a clear opportunity for inclusive communication strategies.

Media coverage of CEOs doesn’t just reflect on the individual. In a previous conversation with MARKETING-INTERACTIVE industry professionals shared that coverage on CEOs can also shape perceptions of the entire company. How a leader is portrayed in the news can influence investor confidence, employee morale, and customer trust, whether coverage highlights strategic foresight, crisis management, or social impact.

Even high-performing CEOs can face scrutiny if their actions or messaging miss the mark, while purposeful communication and visible leadership initiatives can boost both the executive’s and the company’s reputation. In Singapore, for instance, firms have seen firsthand how executive visibility and narrative framing affect stakeholder sentiment, underscoring that CEOs are often as much a brand asset as they are a decision-maker.

Be part of #Content360 Singapore, 22–23 April 2026, where creativity and culture collide. Explore how AI-driven storytelling is shaping the future of content, gain practical insights, discover new tactics, and learn how the best in Asia are creating campaigns that truly resonate.  

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