Joanne Ho has more than two decades of experience in the communications industry and now works as Director at PR and marketing communications firm, Brand Cellar in Singapore. She spoke to Telum about what sparks her passion for the industry, upcoming trends she's keeping her eye on, and her most treasured LNY moment.

You've been working in the PR industry for more than two decades. What inspires you about the industry and how has it evolved?
I love working with people and helping brands grow. The media landscape has grown significantly over the last decade. There has been a significant shift towards digital and social media, and we have to consistently keep up with the ebbs and flows of the market.

In the past, there was only traditional media, but we are now more aware than ever of the importance of digital and social media. This new sector has increased the avenues for marketing significantly. However, it is still critical to understand how to tailor PR strategies to utilise each of these channels optimally. 

Some of my clients have been with me for almost 25 years, and it truly warms my heart to see their brands grow and shine in their respective industries. It is truly a rewarding process.

Brand Cellar works with many B2C clients in the F&B and lifestyle sectors. What are some branding and marketing challenges companies in these markets currently face?
With the widespread use of the internet and social media, more and more brands are sharing their information and promotions online. Without a proper strategy to curate the right messaging, campaigns could go to waste and your return on investment will be low. 

As consultants, our goal is to achieve maximum reach and awareness with minimal cost or investment. Ultimately, brands should focus on curating the right messages to meet the needs of their target market. 

What are your top tips for brands hoping to maintain engagement with their audiences?

• Always be aware of what your unique selling points are, and ensure they shine through in all your marketing messages. 
• Keep your ear to the ground and understand the needs of your target market closely. 
• Always be aware of shifts in the media landscape and how they could impact your customers. It is paramount to stay ahead of the curve and anticipate upcoming trends. 

What is the next big thing in 2023 you're keeping an eye on?
The evolution of social media and how it is no longer just a channel for networking, information and marketing, but also a channel for sales through TikTok shop, FB live and more. We are anticipating great changes in the digital media landscape in 2023.

Your favourite LNY moment is…
Spending time with my family and my Brand Cellar team - We are always very busy at work!