Global marketing agency, TEAM LEWIS, has introduced its Sino Global Practice, 灵智营销. With teams across APAC, EMEA, the UK and the US, the practice draws on the agency's experience in multi-region collaboration to help Chinese brands expand internationally by combining local insight with global expertise.

TEAM LEWIS' experience working with Chinese brands includes supporting the launch of Chery in the UK, serving as lead agency for Haier in Germany, and providing integrated communication services and brand storytelling for Ecovacs and OPPO.

Jen Wu, SVP, Commercial Operations at TEAM LEWIS said: "Global expansion is complex for ambitious Chinese brands. Our role is to help them move at pace, with confidence. The SinoGlobal Practice brings together bilingual teams across key markets. We integrate strategy, creativity and execution to remove friction and delay. The result is faster decisions, smoother rollouts and meaningful global impact."

Kate Kwan, Managing Director, Greater China Region at TEAM LEWIS said: "Our extensive global footprint has made TEAM LEWIS a trusted partner for Chinese brands across a wide range of sectors seeking to expand into international markets. Guided by a 'glocal' mindset and a deep understanding of how Chinese brands operate, we serve as both cultural translators and strategic storytellers, consistently delivering campaigns with real value, driving growth and impact at unmatched speed."

Mad Hat Asia has renewed its partnership with several organisations. 

The agency has extended its collaboration with Al-Futtaim Group across Inditex's ZARA, Massimo Dutti, and Oysho. It has also renewed its work with PARKROYAL COLLECTION Pickering, Sofy, and Commonwealth Concepts, maintaining The Marmalade Pantry account while expanding its remit to include Bakery and Cook.

Alongside the client renewals, Mad Hat Asia has promoted Krisha Maree Ramos to Communications Director. In her new role, she leads communications strategy and stakeholder engagement across lifestyle, hospitality, beauty, and FMCG sectors.

A founding member of the Singapore office, Krisha has worked with local and regional clients, including The Dandy Collection, Foragers Group, PARKROYAL COLLECTION Pickering, S Aesthetics, Cadbury, and Toblerone.

The Hoffman Agency has made two senior appointments in its Singapore office to strengthen client servicing across multiple geographies.

Akansha Rai (pictured left) has been appointed Senior Vice President, Client Partnerships. She will lead regional programmes spanning Southeast Asia, Greater China, and India for brands including Zoom, Oracle, Ripple, and Western Digital. Akansha brings close to two decades of experience across Asia Pacific, spanning stakeholder engagement, reputation management and policy communications.

Keng Wee Ng (pictured right) has joined as Vice President, Client Partnerships. He brings more than 16 years of communications experience across change and issues management, internal and external communications, government relations, and partnerships. Keng Wee spent close to a decade with communications agencies before moving in-house, where he led regional communications at WeWork and PropertyGuru.

Both Akansha and Keng Wee will report to Maureen Tseng, Managing Director, Southeast Asia.