Women to Watch 2025: Amelia Cheng, We Communications

Amelia Cheng

Director, head of Special Projects
We. Communications
Singapore

Amelia Cheng’s career change began on a Hawaiian beach, where a chance encounter with a US Army PR officer flipped her understanding of impact. Visibility, she realised, means little without understanding and the best communications deliver both. Today, Cheng brings that clarity of purpose to her day job, where she’s shaping campaigns that move hearts, minds and markets.

Since joining the ranks in 2021, Cheng has played an important role in reshaping the agency’s growth chart. We are not at liberty to divulge specifics, but revenue has grown multi-fold and she’s helped build a future-facing portfolio across sectors like travel, healthcare, finance, government and NGOs. Her influence goes far beyond business development: she has helped extend the agency’s offering from traditional PR to integrated campaigns rooted in insight, creativity and purpose.

Two recent campaigns spotlight her flair for layered storytelling. For Scoot, she turned the regional launch of a little-known aircraft model into a media moment that boosted brand awareness and packed out inaugural flights despite a modest budget and stiff competition. For Sentosa’s new Sensoryscape precinct, she helmed a campaign that translated infrastructure into experience, drawing huge crowds and earning top gongs at the PRCA and other regional awards in Singapore. 

Cheng leads a tight-knit team of 12 with a quiet intensity. She’s big on talent development and known for cultivating a culture where people feel both stretched and supported. Her leadership style reflects her belief that great communications are grounded in empathy—and that when you start with the human, results follow.

Outside the agency, she lends her time to the industry through pro bono work with the AdMarCom Festival and the Effies, championing better creativity and effectiveness across the region.

Colleagues call her a builder—of brands, of teams, and of meaningful change. And with her growing body of work, Cheng is helping redefine what smart, emotionally intelligent communications can look like in Asia. For that, she earns her well-deserved spot on Campaign Asia-Pacific’s Women to Watch 2025.