Independent public relations and marketing agency PLUG has officially launched its Singapore office in partnership with experienced communications leader, Jolin Ng. Following a soft launch in 2025, the expansion deepens PLUG’s regional footprint in response to growing demand from brands for integrated, culture-first campaigns across Singapore, Hong Kong, and the wider Asia-Pacific region.
Senior-led, Singapore-first
Led by Managing Director Jolin Ng, PLUG Singapore office operates on an advisory-driven model built around a tight senior core, ensuring direct access to experienced strategists who work on the business rather than oversee it from a distance. The integrated offering spans PR, influencer strategy, social and content, with each discipline connecting back to a single through-line: brand storytelling that delivers on commercial objectives. For brands tired of senior attention at pitch and junior execution thereafter, PLUG is structured differently.
“The industry tends to organise itself around channels, but people don’t engage that way,” said PLUG Singapore Managing Director Jolin Ng. “At PLUG, we build ideas that move fluidly across culture, media and everyday moments. In Singapore, we’re applying that thinking to help brands build genuine connections with their community, not just collect them.”
With over 15 years of multi-market experience, Ng has held senior roles at Hill+Knowlton Strategies and AKA Asia, before serving as General Manager of W Communications Singapore. She has led integrated campaigns for Hilton APAC, Hong Kong Disneyland, New World Development, SK-II Global, and Tinder APAC, among others. A big believer in ambitious work, her award-winning campaigns include Tinder’s “School of Swipe” and William Grant & Sons’ “1887 Virtual Bar,” which mobilised industry support during Singapore’s Circuit Breaker. Having first joined PLUG in Hong Kong in 2018, she has remained connected to the agency throughout her career, making this expansion a continuation of an established cross-market collaboration model.
Cross-pollination of creative communities
The Singapore launch marks a strategic step in PLUG’s growth across Asia, pairing Singapore’s role as a Southeast Asia gateway with Hong Kong’s position as a bridge to North Asia and Mainland China. PLUG’s dual-market model is designed to deliver both scale and nuance, combining strategic consistency with local cultural intelligence.
“Expanding from Hong Kong to Singapore with Jolin, whom we’ve worked with for years, is a natural evolution. She brings deep experience in both cities, an analytical mind, fantastic connections and an innate understanding of the PLUG culture and passion for our work,” said PLUG Founder and Managing Director Lara Jefferies. “With our expertise across both markets, we’re able to connect communities, unlock new collaborations and help brands operate more fluidly across Asia.”
Early Singapore client wins
Since its 2025 soft launch, PLUG’s Singapore team has built a portfolio across consumer, culture, and social impact. Key engagements include an integrated campaign strategy for Stroke Support Station (S3), Play Nation and Thekchen Choling Singapore, alongside an expanding portfolio of lifestyle brands such as Airbnb, Driscoll’s, and Pizza Hut, spanning PR, influencer engagement and brand activations.
Two decades of integrated storytelling
Founded in Hong Kong in 2007 by Lara Jefferies, and co-led by Executive Director Alex Zenovic, PLUG has evolved into one of the city’s leading independent agencies, with over 30 multilingual specialists across Hong Kong and Singapore spanning PR, strategy, creative, content, digital, social, and partnerships. PLUG is known for its strategic, insights‑led approach, combining consumer research, cultural trends, and business objectives to deliver integrated campaigns across media, influencers, experiences, and social platforms.
PLUG’s client portfolio spans lifestyle, beauty, fashion, tourism, technology, and corporate sectors, including the Singapore Tourism Board, Aesop, Diptyque, IWC Schaffhausen, ALICE + OLIVIA, The North Face, etc.
