We. Communications has expanded its Asia-Pacific leadership team with the appointment of Arif Rajab (pictured left) as Managing Director, Corporate Advisors, and the promotion of Brian Keenan (pictured right) to Managing Director, AI & Data Advisors, as the agency deepens its strategic advisory capabilities across the region.
The appointments reflect growing demand from organisations for integrated counsel spanning corporate reputation, business transformation and AI adoption amid an increasingly complex communications landscape.
Rajab joins We. Communications from Weber Shandwick, where he spent a decade leading integrated communications and corporate advisory programmes across Asia-Pacific. Most recently, he served as General Manager for Weber Shandwick Singapore.
Based in Singapore, Rajab will lead We.'s Corporate Advisors practice across Asia-Pacific, providing strategic counsel on corporate communications, reputation management, stakeholder engagement 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," Rajab said.
"There is a clear need for corporate and brand advisory that is anticipatory, integrated and commercially relevant. I look forward to strengthening our reputation strategy and resilience capabilities to help clients across Singapore and the region."
Meanwhile, Brian Keenan has been promoted to lead the agency's newly established AI & Data Advisors practice, following five years with We. Communications. Previously Executive Vice President and International Head of Insights & Analytics, Keenan has led several of the agency's research and analytics initiatives, including its Future of Communications APAC report.
In his new role, he will advise organisations on integrating artificial intelligence and data strategies into business and communications functions, helping clients translate AI investments into measurable business outcomes.
"AI is the defining business question of this decade," Keenan said.
"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."
Nitin Mantri, President, APAC, We. Communications, said the appointments reinforce the agency's commitment to helping clients navigate an increasingly dynamic business environment.
"Clients are facing increasingly complex corporate communications challenges that demand integrated strategic counsel. 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 executives will report to Mantri and join We. Communications' APAC leadership team as well as its global advisory network.
The appointments come as communications agencies continue to expand advisory services beyond traditional public relations, with increasing emphasis on AI strategy, corporate reputation, stakeholder engagement and business transformation.
