We Are Social hires former Straits Times editor as content director

The move marks the agency’s first foray into assigning a dedicated content lead for the region and follows similar developments in other global markets. In the UK, We Are Social already has an established editorial director.

In his new role as content director at We Are Social Singapore, Lim has been tasked with overseeing all editorial output and identify new content opportunities for clients.

The appointment follows a trend of former journalists being hired for content roles across a number of industries. Earlier this year, Hill+Knowlton Strategies in London appointed former journalist Vikki Chowney to the new role of director of content and publishing strategies.

Commenting on the hire, Don Anderson, managing director at We Are Social Singapore said: “I think journalists have an innate sense of how people consume content and how they interact with it. It makes sense for an organisation like ours to invest in that further.”

Anderson added that the move was in response to increasing demand from clients to offer content solutions. 

“With more clients choosing to go beyond advertising to create compelling, relevant and conversational content, a specialist like Wui-Liang further strengthens our positioning as the leading social media agency in the region and beyond,” he said.

Lim joins the agency this week and will be responsible for providing support to a number of clients including Lenovo and Intel. At The Straits Times, he lead a team of 10 photojournalists and was responsible for the launch of the publication’s first visual journalism website. He most recently served as Southeast Asia Editor for Bing Apps, Microsoft’s news and lifestyle apps, overseeing a team across the region to curate, edit and publish images, videos and stories from a variety of content partners.