The Estée Lauder Companies names SVP global brand comms

Praytell has expanded into the Asian market and set up a new office in Singapore. Leading the new operation is industry veteran Debbie Chin, who joins the agency as Executive Vice President (EVP), Asia.

The office is built to support global brands navigating the Asian markets, while serving as a launchpad for brands looking to expand into the U.S. and beyond. Debbie drives global brand strategy alongside regional specialists, helming an integrated, growing team of six marketing and communications professionals supported by Praytell’s global creative, strategy, and insights teams.

"Launching in Asia is a massive step forward in our global journey," said Beth Cleveland, CEO of Praytell. "While much of the industry is consolidating, we are actively investing in growth. With Debbie leading the charge from Singapore, we are pairing our independent, agile spirit with her deep regional expertise to deliver the innovative, localized storytelling that global brands need right now."

Debbie brings more than 25 years of global communications experience across London, Shanghai and Singapore. She has partnered with companies across FMCG, luxury, beauty and lifestyle, including Unilever and P&G, helping brands navigate change, build reputation and drive growth through strategic thinking, creativity and integrated communications.

"Joining Praytell at this moment of global growth is an incredible opportunity," said Debbie. "Singapore sits at the crossroads of global business, and brands today are looking for deep local insights paired with world-class innovation. I’m thrilled to bring Praytell’s global centres of excellence to Asia, and to combine our best-in-class capabilities with genuine regional fluency to drive smart, culture-first impact for our clients."

Debbie also joins Praytell’s recently launched Global Impact Team. This specialised leadership group includes CEO Beth Cleveland, President Katelyn Driscoll, CFO Akash Desai, EVP and Australia Lead Zoe Watson, EVP and Travel Practice Lead Jamie Simpson, and Project Chief Growth Officer Charles Robinson, who work collectively to support Praytell’s overarching global growth and cross-border connectivity.

The launch of Praytell Singapore is designed to create an integrated collaboration point within the Project Worldwide alliance, which is aimed to help brands build meaningful brand experiences by connecting expertise across marketing, communications, entertainment, strategy, and innovation. Based within Project Hub at The Concourse in Singapore, Praytell will unite its creative communications capabilities with the regional strengths of sister agencies including global experience marketing agency George P. Johnson and cultural brand experience agency DARKHORSE.

"In today's fragmented landscape, clients are increasingly demanding seamless, cross-disciplinary innovation," said Ben Taylor, CEO of Project Worldwide APAC. "Bringing Praytell’s world-class earned and creative capabilities into Asia is a key accelerator for Project's global growth ambitions. By partnering Praytell’s independent, agile spirit with our established regional footprint, we are delivering the complete, hyperconnected creative ecosystem that global brands need to win."

Von Edrian Villanueva has stepped up to the role of Assistant Vice President, Head of Corporate Communications at PNB Holdings.

Based in the Philippines, he spearheads a range of communications initiatives, spanning corporate branding and reputation, public relations, press engagement, content development, digital communications, and events. Von has garnered more than a decade of communications experience across the non-profit, retail, and property sectors. 

Kartik Selvaraju has been elevated to Senior Communications Manager (APAC) at Rystad Energy in Singapore.

In his role, he leads strategic communications, media engagement, reputation management, and events across the region. Kartik has accumulated more than six years of communications experience, having worked in the agency space earlier in his career before joining Rystad Energy in 2023.