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We. Communications has made two senior leadership appointments to strengthen its advisory capabilities across Asia Pacific. Arif Rajab (pictured left) joined as Managing Director, Corporate Advisors, leading the agency’s corporate advisory team across the region, while Brian Keenan (pictured right) has been appointed Managing Director, AI & Data Advisors, leading a specialist advisory team focused on helping its clients turn AI ambition into measurable business impact.
Arif joins We. from Weber Shandwick, where he spent a decade building and leading integrated communications and corporate advisory programmes across Asia Pacific, most recently as General Manager, Singapore. In his new role, he leads the We.’s Corporate Advisors team in Singapore and across the region, providing senior counsel to clients navigating challenges in reputation, corporate communications and brand strategy.
“I am excited to be joining We. at a time when reputation has become one of the most important drivers of trust, resilience and growth. There is a clear need for corporate and brand advisory that is both anticipatory, integrated and commercially relevant,” said Arif. “I look forward to working with the talented team at We. to strengthen our reputation strategy and resilience capabilities, to help clients across Singapore and the region.”
Brian’s elevation to Managing Director, We. AI & Data Advisors, reflects both his contribution over five years at We. and the agency’s investment in AI solutions. He most recently served as EVP, International Head of Insights and Analytics and has led some of the agency’s forward-thinking work, including spearheading the Future of Communications APAC report.
“AI is the defining business question of this decade,” said Brian. “For most organisations, the opportunity still outweighs the practical benefit. We created AI & Data Advisors to help leadership teams bridge that gap with pragmatic, business-focused advice that turns AI ambition into measurable impact.”
“Clients are facing increasingly complex corporate communications challenges that demand integrated strategic counsel,” said Nitin Mantri, President, APAC, We. Communications. “Arif and Brian bring deep regional experience and trusted advisory expertise that will strengthen how we help organisations navigate reputation, stakeholder expectations and business transformation across Asia-Pacific.”
Both Brian and Arif report to Nitin Mantri, President of APAC, and join the agency’s APAC Leadership and global advisory teams.
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