Warren Fernandez

CEOs only get paid when results actually materialise – rightly so, I guess. Still, it’s nice to see Singtel finally getting its act together. Here’s the latest #MarkToMarket column, which ran in today’s edition of #TheBusinessTimes: https://lnkd.in/gDD4bHyr

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AI is here to stay, whether we like it or not. And the only way to deal with it is to embrace it, experiment with it, push it to its limits, and harness it to make it your ally!

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*We’re Not Just Storytellers, We’re Problem Solvers* “What exactly do we do?” At my recent strategic communications workshop for Ngee Ann Polytechnic, I posed this simple yet thought-provoking question to a dozen comms pros. The exchange of varied perspectives was inspiring. Here’s my take: We’re not just storytellers; we’re problem solvers. Through communications, we tackle organisational challenges head-on, driving results and creating tangible impact. This thought-starter led to an afternoon of engaging discussions and deep reflections on our evolving role as comms practitioners. Key Takeaways from Our Session: 1️⃣ Start Every Campaign with the End Goal in Mind What is the challenge we want to solve, and how will we define success? Understanding the purpose behind our efforts and the objectives they aim to meet is crucial. 2️⃣ From PR to Integrated Communicators The days of traditional PR are behind us. Our role has evolved into integrated communications, blending integrated, omnichannel strategies to create targeted, cohesive and impactful initiatives. Black and white is out; grey is the new norm. 3️⃣ Harness AI Wisely In today’s fast-paced world, embracing AI and staying ahead of trends is essential. The future demands agility and innovation, where we seamlessly integrate technology with the irreplaceable human touch. 4️⃣ Combine Emotional and Data-Driven Storytelling Effective storytelling marries the heart and mind. Authentic, data-driven content builds trust and credibility, while maintaining genuine connections remains a cornerstone of what we do. 5️⃣ Measure Impact It’s not enough to measure outputs and engagement. It’s essential to link our communications efforts to overall organisational impact and outcomes. Continuous measurement ensure our strategies are refined to drive sustained progress and tangible results. Change is the only constant in our dynamic world. As we navigate this ever-evolving landscape, let’s remember that comms pros are not just responsible for crafting compelling narratives. We’re solving problems, driving results, and creating measurable organisational impact. Leading this workshop at NP, one of my favourite former long-time clients, was such a surreal and delightful experience. Thank you Sheryl Sim, Sangeetha Naidu for the opportunity to reconnect with cherished connections including yourselves, Mei Fong-Looi and May Goh, and to engage with the rest of your lovely team. Brewer #StrategicCommunications #IntegratedCommunications #FutureOfComms

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I have been in the same workplace for the last 12 years. In the whirlwind of PR agencies, with people constantly job-hopping, my 12 years at the same place might seem like an oddity. While people are chasing the next big raise or fancy title, I found myself asking a different question: how do we find work that offers not just a paycheck, but long-term fulfilment? The answer came down to my job’s alignment with the three core values that mattered most: Learning, making a Positive Impact, and having some Freedom in my work. Here's what I discovered on my journey to seek job fulfilment: 💡 Let your values be your guide It all starts with introspection. What are your core values? Identifying these core values is the key to unlocking work that feels meaningful, not just like a daily grind. For me, the dynamic project mix at my PR agency allowed me to constantly learn new things. But what truly resonated was the agency's focus on "Culture and Care." We weren't just promoting products; we are focused on supporting organisations that are shaping our world and leaving a positive footprint. 💡 Don’t get stuck in a rut. A job that never changes gets old fast. You need room to grow and develop your skills. This could be anything from tackling a complex project to attending workshops or finding a mentor who can guide you. I consider myself lucky. My boss, Yvonne Li, championed my growth. She encouraged me to try new projects and ways of working, even if they were uncharted territory for the agency. It was a constant learning environment, exactly what I craved and enjoyed. 💡Trust and empowerment can be the wind beneath your wings Feeling trusted and empowered makes all the difference. Look for a place that gives you some control over your work. It's not about flying solo, but finding a sweet spot between guidance and freedom. Here's where I am grateful towards Yvonne again. Her unwavering trust gave me the flexibility to thrive and truly own my career path. Five years ago, I even spearheaded a whole new focus area for the agency – and I haven't looked back since. 👷The truth is, the search for a fulfilling job is a never-ending journey. But by prioritising your core values, you can steer your career towards long-term satisfaction. And in my case, I've spent 12 years in the same agency, and still loving it. What about you? Have you reflected on your values and how your work aligns with them? #values #fulfilment #career 📸 Double the fun for the agency’s 13th anniversary! Last Fri, we celebrated with a family day in the office. Truly grateful for being here in the last 12 years.

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With the election around the corner, it's time for all public service communicators to get into pre-election mode. The period started on the 25th May for UK Civil service and will of course last until after the election on the 4th July. Here are 3 things to keep in mind for communicators leading up to the opening of the ballot boxes: 1️⃣ Maintain Neutrality: Ensure all communications are neutral and avoid favouring any political party or candidate. This includes social media, press releases, and public statements. 2️⃣ Follow Official Guidance: Adhere to the Cabinet Office's pre-election guidelines. Avoid launching new initiatives or publications that could be seen as politically advantageous. There is some detailed guidance on the rules to follow on the Commons Library site here - https://lnkd.in/gnDiebhT 3️⃣ Pre-Approve Content: Prepare and vet all communications in advance to avoid releasing anything controversial or politically sensitive during the pre-election period. #communications #publicrelations #purdah #preelection

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As part of its brand and strategic refresh last July, OCBC laid down a target to capture fund flows from Greater China towards Asean and log $3 billion in cumulative incremental revenue between 2023 and 2025. OCBC achieved the first part of its three-year additional revenue target by logging $500 million in FY2023. But has the bank’s other wish on capturing fund flows out of Greater China materialised? China is a very dynamic market, says Ang Eng Siong, CEO of OCBC China. “When one door closes, another door opens. That's our experience so far.” Speaking at a May 29 briefing in Hong Kong, where OCBC unveiled a $1.5 billion investment into modernising its Greater China operations, Ang acknowledged a slowdown in China’s domestic consumption. “But on the other hand, we are also seeing the emergence of new industries; we’re also seeing a pick-up in exports.” According to Ang, many Chinese corporates are considering the suitability of expanding into Malaysia and Indonesia — where OCBC has a “much bigger presence” — and not just Vietnam and Thailand, their immediate neighbours to the south. A May 29 report by OCBC's economists says foreign direct investment (FDI) inflows into the Asean-6 economies of Indonesia, Malaysia, the Philippines, Thailand, Singapore and Vietnam have been gaining traction and rose to US$236 billion ($318.58 billion) in 2023 compared to annual average of US$190 billion between 2020 and 2022. Ang claims that his team will soon collaborate with local authorities “to promote Chinese investments into these countries”, without specifying any of the four Asean countries in particular. Read the full story on The Edge Singapore.

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Inspired by the buzz at the #IndonesiaSustainabilityForum, I’m happy to share that we have released important research assessing the availability of Sustainable Aviation Fuel (#SAF) feedstocks in Southeast Asia. 🌱✈️ Developed by Boeing in collaboration with our partner, The Roundtable on Sustainable Biomaterials (RSB), the research projects that #Indonesia will be one of the region's leading producers of SAF feedstocks, which include rice husks, straw and municipal solid waste, among others. 🌾🍚 #SAF is a drop-in solution that is fully compatible with Boeing airplanes today and represents the aviation industry's most powerful lever for reaching #netzero emissions by 2050.♻️⛽ Boeing is committed to working with the Indonesian government, industry and local partners to help ensure this great country plays a pivotal role in growing the global SAF industry. Check out the executive summary: https://lnkd.in/e44XEXGh Sharmine Tan Robert Boyd #BoeingIndonesia #Sustainability #Jakarta #ISF #ISF2024

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Huge thanks to LinkedIn Brendan Wong and Alita Utari Dewi for the incredible Editorial Content Program. The session with Sylvia Yu Friedman and Jahin Tanvir was invaluable for anyone wanting to elevate their LinkedIn content. Jahin shared a serious reality check: 👉 𝗶𝗳 𝘆𝗼𝘂 𝗱𝗼𝗻’𝘁 𝘀𝗵𝗼𝘄 𝘆𝗼𝘂𝗿 𝘄𝗼𝗿𝗸, 𝗻𝗼𝗯𝗼𝗱𝘆 𝘄𝗶𝗹𝗹 𝗹𝗲𝗮𝗿𝗻 𝗮𝗯𝗼𝘂𝘁 𝗶𝘁. His point resonated deeply. We all have valuable ideas and expertise, but they can’t make an impact if they stay hidden ✨ I see this in my clients, who come to me for ideas and strategies for writing when they’re ready to change that. Sylvia’s message was equally impactful. She emphasized the importance of finding your voice and sharing authentic and heartfelt experiences. But support is vital when it comes to putting yourself out there. 👉 𝙔𝙤𝙪 𝙣𝙚𝙚𝙙 𝙬𝙞𝙨𝙙𝙤𝙢 𝙬𝙝𝙚𝙣 𝙮𝙤𝙪’𝙧𝙚 𝙨𝙝𝙖𝙧𝙞𝙣𝙜 𝙮𝙤𝙪𝙧 𝙡𝙞𝙛𝙚 𝙨𝙤 𝙞𝙩’𝙨 𝙖𝙪𝙩𝙝𝙚𝙣𝙩𝙞𝙘 𝙖𝙣𝙙 𝙨𝙞𝙣𝙘𝙚𝙧𝙚 Powerful words to live by! Sylvia shared she runs it by a trusted friend when she’s sharing something that might feel vulnerable. The session reminded me that LinkedIn isn’t just a platform for sharing your own ideas, it’s a way to make connections with like-minded people and find your “tribe”. The biggest takeaway for me? 🔸 Write what sets your heart ablaze. 🔸 Have fun doing it 🔸 but don’t be afraid to be strategic. How? By responding to trending topics and engaging with LinkedIn news pages keeps your content relevant and in the conversation. 𝗜’𝗱 𝗹𝗼𝘃𝗲 𝘁𝗼 𝗸𝗻𝗼𝘄 𝗵𝗼𝘄 𝘆𝗼𝘂 𝗱𝗲𝗰𝗶𝗱𝗲 𝘄𝗵𝗮𝘁 𝘁𝗼 𝘀𝗵𝗮𝗿𝗲 𝗼𝗻 𝗟𝗶𝗻𝗸𝗲𝗱𝗜𝗻. 𝗛𝗮𝘃𝗲 𝘆𝗼𝘂 𝗵𝗮𝗱 𝘀𝘂𝗰𝗰𝗲𝘀𝘀 𝘀𝗵𝗮𝗿𝗶𝗻𝗴 𝘄𝗵𝗮𝘁 𝘆𝗼𝘂’𝗿𝗲 𝘁𝗿𝘂𝗹𝘆 𝗽𝗮𝘀𝘀𝗶𝗼𝗻𝗮𝘁𝗲 𝗮𝗯𝗼𝘂𝘁?

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The US elections dominated conversation all over the world. Now the question that dominates is what will a second Trump presidency be like. Opinions and analysis have come in large part from the point of view of the impact on America from perspectives of Americans. BT Podcasts looks at it from an Asian perspective and asks - what it means for us in Singapore and the region. #thebusinesstimes #sphmedia #lensonsingapore #singapore #btpodcasts #usa #sgx #ntu

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Where does the #publicrelations industry in #Asia and beyond move towards? Who are the movers and shakers? What are the latest trends? #PR is certainly not dead at all! Great conversation with communications expert and industry veteran Robert Pickard, OG. Onwards and upwards! #growth #asiapacific #integrated #corporatecommunications #reputationmanagement #value

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141 creative agencies are gunning for a place in WOG. Having spent my entire career in Singapore with network agencies, this is always a constant topic. 1. It doesn't make money 2. It is propaganda 3. It is not creative The fact is that in Singapore, a lot can be done to improve how we communicate policies, engagement, recruitment, and whatever else needs to be done to improve the lives of Singaporeans and those living here. The government will always need our expertise to distil policy into effective communications. We make money by operating and working with the right government clients, just as we review our other commercial clients. You have the power to still say,"No." It is not seen as propaganda but how we give ourselves a greater sense of purpose. It has to mean more. Creativity is a journey and a balance of what needs to be achieved and be accountable for. Why 141 and not just 10? Well, we all know that part of WOG's function is to provide another source of revenue for agencies of all sizes, granted that we all start at different stages and circumstances. My advice is to do the work, be part of WOG, and give yourself a chance to produce work that matters.

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Yesterday I moderated a lively Roundtable in Singapore in conjunction with the Asia-Pacific Association of Communication Directors and Ruder Finn Asia, where we focused specifically on how senior marketers and communicators are gearing up for the AI era, amid widespread caution and concern. Unlike previous discussions I've participated in on this topic, this was a group of executives who are already relatively immersed in the technology. So their insights in terms of experimentation, usage and evaluation were very timely and topical, even if they also raised issues in terms of of public trust, misinformation and ethics. The feature will be out next week. For now, here is the advice each of them offered when it comes to adopting and deploying generative AI across communications and marketing departments: 🧪 "It's important to continue experimenting, but it's also important to maintain that human oversight because I don't think the capabilities of AI are quite there yet" - Ramya Chandrasekaran 🧐 "Stay curious. I think as comms professionals, we need to be on top of what's around us, what we can use to our advantage — drive not be driven" - Pia Tyagi ❤️ "Revisit your values that underpin your organisation and have that be the center of how you pivot on this. Because you might lose people, emotionally. And I think that's a risk" - Lauren Myers-Cavanagh ⚖️ "Be fearless and fearful at the same time. Fearless in terms of experimentation, be open to the potential for transforming the way that we work, live, learn and play. Fearful in being very deliberate in thinking about the dark side and the dangers" - David Ko 🎨 "You can positively use AI to do almost everything (well), but stay creatively flawed to make it even better" - Shruti Gupta 🧰 "Use these tools shamelessly because unless you use them, you'll not know the limits of where their value ends and your value begins. I would also hope for all of us is to bring others along, so that collectively we can benefit" - Sanjay Nair A huge thank you to the participants for a great discussion. Elan Shou Pamela Phua Phoebe SHEN Brian Witte

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🌏Thank you Dina Aletra for the opportunity to discuss Singapore PR-Spectives! It was fun sharing #PR strategies that bring global relevance and local resonance - and trying not to overdo the jargon along the way! Two observations and tips: 📌Singapore's media outlets have sharpened their focus on #AI stories but are hungry for substance. Strip your messaging to its core—what problem are you solving, and who stands to benefit? Moving from "AI hype" to "AI that helps" is how you win hearts and minds. Tip: Think of AI innovation as your dinner-table topic. If you can explain your innovation so that your grandma doesn’t roll her eyes, you’re good. Talk impact, not algorithms. 💬Don't stop at launch day. Momentum is your best friend. Keep your brand relevant in the weeks that follow. Share user testimonials, host Ask Me Anything sessions, or give a behind-the-scenes look at your research breakthroughs. Tip: Treat your launch like Netflix treats a new series—The pilot episode is important but have a season’s worth of stories ready to roll. Read more: https://lnkd.in/gmiCAebC Authority Magazine

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Sovereign clouds are sweeping through the global tech landscape, reshaping strategies and challenging norms. Here's my latest story on this topic for Network World.

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Almost three years after high-profile scam cases involving multiple OCBC customers, consumers in Singapore now have a small measure of protection with new regulations unveiled yesterday. A few framework, in the works for several years now, makes financial institutions and telecom operators liable to pay scam victims in full should they fall short of a new set of responsibilities. Many of such responsibilities, including a cooling-off period for the activation of digital security tokens and a 24/7 reporting channel for banks, and allowing only authorised senders of SMSes for telcos, have already been implemented in recent years. What’s new for banks and payment providers to do, crucially, is the setting up of real-time fraud surveillance to detect unauthorised transactions. This is an improvement for consumers because they would not have to seek out a lawyer – after losing all their savings – to sue a bank that is backed by a lot more legal muscle. To be sure, the scope of a bank’s duty of care is narrowly defined, but this should be a first step. It is an acknowledgement that banks can’t simply enjoy the benefits of digitalisation while pushing the risks onto consumers.

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I’ve shared previously that I made the leap from the agency world to the corporate sphere in 2018 because I couldn’t pass up the opportunity to be part of PMI’s remarkable transformation. At the time, I was mainly focused on the chance to “unsmoke” the world—consigning cigarettes to the ash heap of history. What I didn’t anticipate is how quickly PMI would progress against its other goals as it works to have a net positive societal impact.   Case in point: Earlier this week, Forbes placed PMI in the no. 1 spot on its Net Zero Leaders ranking. This means it considers PMI the U.S. public company best positioned to reduce its greenhouse gas emissions.   This is far from the first eco-recognition my employer has earned, but it really put PMI’s progress into perspective for me. The work we’re doing on what our CEO has called our “path to better” isn’t about PR and perceptions. It’s about numbers and facts. Dig deeper into the impact we’re having on the environment, our communities, and the lives of adults seeking a better alternative to continued cigarette use, and you’ll find we are genuine agents of change. In my role leading Corporate Citizenship at PMI U.S., I’ve been empowered to put what I think of as our “money and muscle” behind causes that matter deeply to us, including supporting military veterans, contributing to women’s empowerment and economic equity, and advancing smart solutions to community issues.   I’ll share more about those initiatives in the coming weeks. For now, I want to send a shout-out to our Chief Sustainability Officer, Jennifer Motles, and her entire team for getting us to this point. I encourage everyone to take a look at the Forbes list and their rationale for putting PMI at the top—including great insights from Jennifer about the competitive advantages that accrue from sustainability leadership. (link in comments)   I couldn’t be happier that I took that leap.   #sustainability #leadership #purpose

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It's ticked past midnight in Singapore now so I've missed the fifth anniversary of the Protection from Online Falsehoods and Manipulation Act (POFMA), also known as the anti-"fake news" law, coming into force in Singapore. (Although I did manage to get a tweet about this out at 11:59pm! 😅) When the government started talking about wanting legislation to deal with "fake news" many of us in independent media and civil society circles were immediately alarmed because we knew that such laws would be ripe for abuse to suppress expression that challenged the official narrative. When the actual text of POFMA was made public, there were also questions about how effective such a law would be in dealing with hostile information operations online, especially if they were being orchestrated by foreign actors. Mostly for my own research and writing, I've been compiling a spreadsheet tracking POFMA orders that have been issued from the beginning. I'm sharing it today because I've been thinking about it and can come up with no reason why to gatekeep this when it could be useful to others. (If you do use this tracker, credit to me or We, The Citizens would be very much appreciated! 😊 This was quite a time intensive project.) All the information in the spreadsheet has either come from the POFMA Office's Media Centre, which publishes press releases on POFMA directions, or from those who have been targets of POFMA. Just in case the POFMA Office's website gets revamped, I've downloaded every press release and uploaded them to a Google Drive, then linked them to the sheet for reference. I hope my method is transparent and easy to understand, but if there are questions I'm happy to answer them to the best of my ability. It's worth noting that my count does not seem to match the statistics published by the POFMA Office: https://lnkd.in/eAmD4ETx My count is actually lower, and I believe it's because some of the entries that I've counted as 1 Correction Direction (covering multiple pieces of content) might actually have been more than 1. It can be confusing because there is no standard format to these POFMA press releases. You can access the spreadsheet here: https://lnkd.in/enStcRgA

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“Trust is like the air we breathe – when it’s present, nobody really notices; when it’s absent, everybody notices.” – Warren Buffett On September 3rd, 2024, I’ll be joining the team at Edelman Smithfield Singapore for an in-person event to discuss my new book, "The Art of Influence – Stories and Lessons from a Life in PR and Communications." [Marshall Cavendish, July 2024] For those familiar with Edelman, you'll know they’ve been at the forefront of exploring trust in business and society through their Trust Barometer for over two decades. The alignment between their work and one of the central themes of my book—building trust with stakeholders—is something I am obsessed about. Over the years in my different roles across various countries, I’ve seen first-hand how trust isn’t just a nice-to-have; it’s the foundation of any successful relationship, whether within a team or with external partners. I will share some stories, insights and lessons learned from my professional journey in PR and communications. While the event is by invitation only, I’m extending a personal invitation to my LinkedIn connections who are interested in being part of this conversation. If you’re someone who’s passionate about PR, communications, or just the power of trust in driving real value for business and reputation, I’d love for you to join us. And I’m looking forward to an interesting discussion with all. Registration: https://edl.mn/3Z2d4dB #Trust #PR #Communications #StakeholderEngagement

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