WE Communications (WE) has announced the appointment of Nichole Provatas as executive vice president and international head of integrated marketing. This new role expands upon her previous position as executive vice president, APAC head of integrated marketing. Prior to that, she served as the global head of digital, creative, and strategy.In her new role, Provatas will lead WE's borderless experience team (BET), a globally decentralized group that offers client counsel, creative execution, strategic insights, and data capabilities to clients worldwide.Before joining WE, Provatas was at Adobe, where she held roles as head of brand communications and advocacy, APAC, and head of social media, APAC. She also worked as an account director and senior account supervisor at Edelman in Sydney and New York, respectively.Additionally, WE Communications has appointed Brian Keenan as executive vice president and international head of insights and analytics. Keenan will be responsible for enhancing WE's insight, analytics, and strategy capabilities for clients and driving growth across key markets and sectors.Keenan previously held the role of executive vice president, APAC strategy, and head of strategy at WE. His prior experience includes serving as senior vice president of planning and head of business intelligence at Weber Shandwick Australia, as well as senior insights, strategy and creativity planner and global creative initiatives manager at Ketchum in London. According to his LinkedIn profile, Keenan began his career as a guest lecturer at New York University, where he taught global marketing, creativity, brainstorming, and emerging technologies.Both Provatas and Keenan report to Kass Sells, CEO, International, WE.Alongside these leadership changes, WE has appointed Charmaine Lin and Michelle Lim as director and associate director of sectors in Singapore, respectively. Reporting to Troy Lee, head of sectors at WE, Lin and Lim will enhance the agency’s capabilities in tourism, travel and hospitality, technology, B2B, and crisis communications.
