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WPP launches new government practice in Asia

WPP has launched its government and public sector practice in Singapore today.  The practice helps governments around the world to achieve their public missions by understanding their citizens, engaging and communicating effectively.

Working with over 60 governments and across 112 countries, today the practice has hubs for UK, EU Institutions, Australia New Zealand, Middle East & North Africa and sub-Saharan Africa, with plans to launch in India and Washington DC later in 2016.

In Singapore, the practice will give Singapore government clients access to global best practice and the best of WPP agencies’ thinking on behaviour change programmes, digital government transformation, destination marketing, public sector recruitment, citizen engagement and capability building.

Locally, the practice will be led by executive director, Cecilia Wong.  Wong  is a marketing professional with over 20 years experience. She spent 10 years at Citi as regional marketing director for the consumer business in Asia. Prior to that, she worked in agencies on global brands including the Singapore Tourism Board, Coca-Cola, Kraft General Foods, Hyatt International and Qantas.

Wong said:

“As a Singaporean and a marketer, I feel privileged to have the opportunity to apply the power of communications to the most important challenges for our nation. I am delighted to be joining a global team to bring best practice from around the world to Singapore.”

To develop communications capability in Singapore government, the practice also partnered with the Lee Kuan Yew School of Public Policy to teach a four-day Executive Education programme on Communication for Public Policy Delivery.

Michelle Harrison, CEO of the WPP Government & Public Sector Practice, said:

“With the Smart Nation programme, Singapore is creating the platform for some of the most exciting and effective government communications in the world. Singaporean citizens, government and public services will be connected like never before. By launching the Practice in Singapore, we will ensure that our agencies and clients harness the possibilities of data and digital to the benefit of citizens.”

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