This PR Life is a new series by PRovoke Media where we profile people in and around communications as an industry and find out more about what they do and what makes them tick. Today, we are chatting with Jeremy Seow, the regional chief operating officer and head of client experience, Asia Pacific, at Allison. He is also the chair of the PRCA APAC regional board. 

Prior to his time at Allison, Seow was with WE Communications as its CEO froom 2019 to 2020. 


PRovoke Media: In a nutshell, how would you describe your role in comms to someone who has no idea what it entails?


Jeremy Seow (JS): I help brands tell their stories in all the right places. Some still choose to differentiate between channels and tactics that constitute “traditional” versus “integrated” comms – for me, communications is about hitting the right note with the right audience, regardless of where or how they’re listening. And when you’re working across regions as diverse as the Asia Pacific, those stories need to resonate locally and scale globally. That’s where real integration matters. 

PM: Is there anything about your role that your colleagues don’t get?


JS: Many of our biggest wins are the ones no one sees. A crisis averted; a reputation protected; a message repositioned before it becomes a headline for the wrong reasons. The comms teams are often the unsung heroes, and also the cleanup crews, of the marketing ecosystem.   

Great comms isn’t always loud, but it’s always intentional. The real magic often happens behind the scenes, and that’s by design. 


PM: What is the highlight of your job that always puts a smile on your face?


JS: When our clients become a confident, trusted voice in their industry. I take great satisfaction in partnering with, brands, experts and executives as they evolve: from second-guessing their message to shaping the wider conversation. That kind of transformation never gets old. 

PO: Which country do you work in and what is it like working there?


JS: I’m based in Singapore, partnering with Allison and Stagwell teams across a region where global ambition meets deep cultural nuance. The diversity I engage with in APAC keeps me sharp: it demands empathy, adaptability, and fluency across contexts. I’m constantly reminded of the ways in which every APAC market is different from the others, and that’s what makes the work exciting. 

PM: What’s the first thing you do when you step into the office to kickstart your day


JS: My day typically starts before the sun is up. I take some quiet time with coffee and my calendar, reviewing calls, deadlines, and unblocking anything the team might need. Once my daughter wakes, the focus shifts to getting her ready, and walking her to school. It’s a grounding ritual before the day fully ramps up. Then it’s back into the rhythm, starting strong with purpose. 

PM: What are three must-have items in your work bag that you can't live without?


JS: Other than my mobile phone, my earphones are also in my pocket. A book, because I believe in investing the time for personal growth. And a small stuffed toy that my daughter packs, for keeping me company while we’re apart: a daily reminder of why it all matters. Often, also an odd vinyl record I’ve picked up or that I’m planning to pass to someone who’ll appreciate it. 

PM: What’s your go-to office lunch that never fails to brighten your day?


JS: Peranakan kueh. I’ve often thought about how brand reputation is a lot like kueh lapis. You build it slowly and patiently, layer by layer. Each campaign, message and audience touchpoint has to set firmly, before the next goes on and builds upon what came before. Rush it, and the whole thing collapses into a mess – one that takes far more effort to rebuild from scratch. 

PM: What is it about comms that draws you in and keeps you passionate?


JS: Making sure my clients aren’t just heard. They resonate. 


PM: If you weren’t in comms, what would you be doing?

JS: I’d probably be managing musicians and artists, by helping them to shape careers, build legacies, and connect with their audiences. It takes the same strategic lens as brand building for brands and businesses, just on a different kind of stage. 

PM:  What’s the first thing you do to unwind when you clock off for the day?


JS: Drop the needle on a record. Music resets everything. It helps me let go of the noise and reconnect with what matters most.