An extension of your team in Asia Pacific

Our team of advisors, writers, designers and producers shares an abiding curiosity about how financial institutions and markets work – and a passion for helping our clients tell compelling stories about the difference they make.

Adam Harper

Founder and Managing Director of Ashbury Communications
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Noel Cheung

Director of Advisory
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Steve Garton

Director of Content
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Bruce Wilson

Director and Head of Singapore
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Ellin Choy

Associate Director
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Jason Wincuinas

Associate Director Senior Writer and Editor
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Kareem Jalal

Associate Director Senior Writer and Editor
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Jeremy Hughes

Senior Writer and Editor
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Joanne Chung

Director of Operations
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Fion Tsang

Associate
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Kristen Carter

Associate Director, Client Services
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Rima Bakar

Communications Coordinator
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Paula Sailes

Creative Director, Multimedia Content
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Melanie Eastwood

Creative Director, Visual Design
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Want to join us?

Adam Harper

Founder and Managing Director of Ashbury Communications
know more

Noel Cheung

Director of Advisory
know more

Steve Garton

Director of Content
know more

Bruce Wilson

Director and Head of Singapore
know more

Ellin Choy

Associate Director
know more

Jason Wincuinas

Associate Director Senior Writer and Editor
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Kareem Jalal

Associate Director Senior Writer and Editor
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Jeremy Hughes

Senior Writer and Editor
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Joanne Chung

Director of Operations
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Fion Tsang

Associate
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Kristen Carter

Associate Director, Client Services
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Rima Bakar

Communications Coordinator
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Paula Sailes

Creative Director, Multimedia Content
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Melanie Eastwood

Creative Director, Visual Design
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Want to join us?

Our Advisory Board

A wealth of experience and insights that help us serve our clients better in complex times. 

Elspeth Rothwell

EMEA CEO at Vested
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Farah Jaafar

Managing Director and Chief Communications Officer at Fusang Digital Securities Exchange
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Tony Shale

Former Asia CEO at Euromoney Institutional Investor
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Malcolm Wallis

Senior Advisor to Ashbury and formerly Head of Communications for Europe and Asia Pacific at HSBC
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Our Advisory Board

Our team of experienced advisors has deep experience in finance in Asia.

Elspeth Rothwell

EMEA CEO at Vested
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Farah Jaafar

Managing Director and Chief Communications Officer at Fusang Digital Securities Exchange
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Tony Shale

Former Asia CEO at Euromoney Institutional Investor
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Malcolm Wallis

Senior Advisor to Ashbury and formerly Head of Communications for Europe and Asia Pacific at HSBC
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Adam Harper

Founder and Managing Director of Ashbury Communications

Adam was previously HSBC’s Head of Communications for Greater China, responsible for the Group’s communications in mainland China, Hong Kong and Taiwan. He also played a leading role in HSBC’s communications about its China strategy and business with international audiences.

Adam joined HSBC in 2012 and was also Head of Communications for the bank’s home market of Hong Kong and Regional Head of Communications for Global Banking and Markets, Asia-Pacific. Before joining HSBC, he was a Vice President in Credit Suisse’s Asia-Pacific Corporate Communications team.

Adam has extensive experience in advising senior executives on strategic communications in Asia-Pacific, including campaigns, crisis management and employee engagement. Creating original content has always been a passion for him.

Adam started his career with Euromoney Institutional Investor in London and worked as a financial journalist in London and Hong Kong, where he has lived since 2004. He has a degree in English from the University of Cambridge.

Adam grew up in Ashbury in Devon and his real job is being a husband and the father of three boys. He loves novels, skiing and yum cha. He thinks he attended 12 Hong Kong Sevens in a row and has played rugby in places from Cornwall to Kolkata.

Noel Cheung

Director of Advisory

Noel is a strategic advisor for public relations and corporate communications. Her extensive years of in-house experience in Asia’s financial sector flows from top-flight global financial brands. She thrives in the region’s fast pace and understands the distinct communication needs and goals of investment and financial-service companies, as well as editorial points of view in the financial press.

Prior to joining Ashbury, Noel was ANZ’s Head of Communications for North Asia.

Noel is a graduate of the University of Leeds and holds a master’s degree in Communications from Goldsmiths, University of London. Outside work, she is fond of open spaces and is always scouting for the next gourmet restaurant in the vibrant city of Hong Kong.

Steve Garton

Director of Content

Steve leads content development at Ashbury. He leverages over a decade of capital-markets experience to advise clients and articulate their insights. As a dedicated financial writer in the region, he’s an expert in financial news and analysis, especially with ESG, technological change, and their implications for Asia’s markets, financial institutions and publishing landscape.

Prior to joining Ashbury, Steve was Editor of IFR Asia for 11 years, where he covered the Global Financial Crisis, the rise of sustainable finance, and Asia’s pivot to investing in innovation.

Steve is a graduate of the University of Nottingham.

Bruce Wilson

Director and Head of Singapore

Bruce heads Ashbury’s Singapore office. He advises on corporate reputation and positioning. His international experience runs deep with global PR consultancies in both developed and emerging markets. Bruce has lived and worked in the US, EMEA, Russia, and East and Central Asia and brings decades of experience to understanding and unwinding the ​overlapping complexities that impact business strategy and risk management.

Prior to joining Ashbury, Bruce was Head of Corporate Reputation for Hong Kong at FleishmanHillard.

Bruce is a graduate of Washington University in St. Louis and holds a Master’s in Business Administration. Bruce is an avid collector of spectator sports, and the self-proclaimed leading worldwide authority on whether any activity truly is a sport. Please only ask him about this on weekends or holidays.

Ellin Choy

Associate Director

Ellin is a seasoned advisor for corporate messaging and strategy. She has considerable expertise with fintechs and disruptive innovators, helping refine and convey perspective for investor audiences, international stakeholders and top-tier media. From innovative startups to leading institutions, Ellin’s background helps guide effective communication in the financial services industry.

Prior to joining Ashbury, Ellin was Programme Lead for Accenture’s FinTech Innovation Lab in Asia Pacific, where she managed over 60 partner relationships, providing advice on strategy, fundraising, and communications.

Ellin is a graduate of the University of New South Wales and the London School of Fashion.

Jason Wincuinas

Associate Director
Senior Writer and Editor

Jason develops perspectives for corporate leadership. He brings decades of writing experience to Ashbury, from technology, investment, marketing and research backgrounds. He has worked extensively with financial clients on research-driven projects with innovation, sustainability and macro-based themes. His international experience ranges from the US to Asia, including China’s early stages of economic opening in the 1990s.

Prior to joining Ashbury, Jason was Senior Editor at The Economist Intelligence Unit and Economist Impact.

Jason is a graduate of the University of Massachusetts, Amherst with English Literature study at the University of Sheffield, UK.

Kareem Jalal

Associate Director
Senior Writer and Editor

Kareem has 25 years of experience working in print, online and broadcast media across Asia. He has written widely on finance, fintech and capital markets for several publications and produced a wide range of insight-driven content for financial institutions, consultancies and crypto firms.

Prior to joining Ashbury, Kareem was a contributing editor at New Narrative. Before that, he spent a decade running Inside Asian Gaming, a magazine he founded and which remains the #1 publication in its space.

Kareem graduated with a degree in Philosophy, Politics and Economics (PPE) from the University of Oxford. He is a recovering sugar addict and fervent advocate of getting a healthy dose of sunlight first in the morning.

Jeremy Hughes

Senior Writer and Editor

Jeremy creates strategic PR, marketing and change-management communications. His background includes experience at CME Group, one of the world’s largest financial derivatives exchanges, as well as the London Stock Exchange. With 20+ years in B2B and B2C financial services, Jeremy provides insight across markets and asset classes as well as global regions from Europe to Asia.

Prior to joining Ashbury, Jeremy was Head of Brand & Communications, SE Asia at BNP Paribas in Singapore and APAC Head of Internal Communications at Deutsche Bank.

Jeremy received his MA in English Literature from Rhodes University, South Africa. His passions include cycling, running and photography.

Joanne Chung

Director of Operations

Joanne has extensive experience in commercial, governmental and financial institutions. She has routinely worked with top leadership to craft communications and corporate positioning. Her financial background includes retail and private bank operations as well as philanthropic foundations. She has a deep understanding of financial services clients’ needs and opportunities and a passion for sustainability.

Prior to joining Ashbury, Joanne was a Senior Communications Manager at HSBC and Associate Director in Corporate Affairs at Standard Chartered.

Joanne graduated from University College London and has a degree in Laws from University of London. At home, she enjoys creating fun and imaginative stories with her daughters.

Fion Tsang

Associate

Fion supports Ashbury’s advisory services. From traditional and social media relations to content creation and internal communications, Fion contributes to strategy development, corporate messaging and key research. Her background includes working in top-flight financial brands in Asia as well as experience in knowledge services firms and CSR program development and execution.

Prior to joining Ashbury, Fion was Assistant Manager, Corporate Communications for Haitong International. ​

Fion holds a Bachelor of Business Administration in Global Business and Marketing degree from the Hong Kong University of Science and Technology. She is either lifting weights or training Muay Thai at the gym in weekday evenings.

Kristen Carter

Associate Director,
Client Services

Kristen manages Client Services at Ashbury’s Hong Kong office. She began her career in Sydney as an advertising copywriter and editor, before moving to Hong Kong and taking up in-house communications roles at HSBC and The Trade Desk. Most recently, Kristen was Head of Content (Asia Pacific) at BNP Paribas. She is a graduate of the University of Sydney. In her spare time Kristen is an avid equestrian and enjoys riding and competing when in Australia.

Rima Bakar

Communications Coordinator

Rima has extensive experience in supporting mid and senior management personnel. She has accomplished workflow optimisation techniques which increase productivity and maintain business integrity and quality of service. Prior to joining Ashbury, Rima was Administrative Assistant for Brunswick Group Singapore Pte Ltd. Rima enjoys the sun, sand and sea with her kids during her free time.

Paula Sailes

Creative Director,
Multimedia Content

Paula is an award-winning Executive Producer with more than 20 years’ experience in news and video production. She has held leadership roles at CNBC, Bloomberg and CNN managing production teams and shaping coverage of international events. Her true passion is financial news and she enjoys bringing complex topics to life in video and audio formats. She is known for bringing the pace and polish of live television to multimedia projects. Paula is a graduate of the University of Oxford.

Melanie Eastwood

Creative Director,
Visual Design

Melanie works in partnership with Ashbury. With over 25 years’ experience in branding, editorial design and art direction, her work for clients include AIIB, Alibaba, Barclays, Deutsche Bank, HSBC, NDB, Prudential and Standard Chartered. Mel has won numerous design and communications effectiveness awards. Her recent work includes branding, financial reporting, employee engagement campaigns and social content.

Elspeth Rothwell

EMEA CEO, Vested

Elspeth is EMEA CEO for Vested. She founded the UK office in 2018 and has overseen double digit growth since inception. Vested UK was awarded the CIPR’s Specialist Consultancy of the Year in 2022.

With client experience spanning financial institutions from American Express, Canada Life, HSBC and Virgin Money to niche disruptors and challengers, Elspeth is a strategic senior leader. She supports C-level executives and their marketing and communications teams to develop and deliver authentic, purpose-led programmes with impact.

Elspeth joined Vested from FTI Consulting where she was a Managing Director. Prior to that, Elspeth was Deputy Managing Director and head of financial services at Consolidated PR.

Farah Jaafar

MD and Chief Communications Officer, Fusang Digital Securities Exchange

Farah has over 25 years of experience in wholesale financial services, financial eco-system curation, business advisory, strategic communications and branding. She was formerly the CEO of Labuan IBFC Inc, the market development and marketing arm of Labuan Financial Services Authority, and was attached to the Asian Institute of Finance and Malaysia’s national stock exchange.
Farah is passionate about equality, financial inclusion and win-win partnerships, as she strongly believes that “a rising tide lifts all boats”. She has an LLB (Hons) from Sheffield University, United Kingdom.

Tony Shale

Former Asia CEO, Euromoney Institutional Investor

Tony Shale is a director of the integrated B2B media business Asian Private Banker (APB), based in Hong Kong.

Prior to joining APB, he was CEO of Euromoney Institutional Investor in Asia between 2002 and 2021. He spent 1988 to 2002 either writing for global newspapers and magazines about business and finance Asia or setting up what would become Euromoney’s main competitors in the region. The latter included Finance Asia, Asian Investor, Financial Intelligence Asia, INSTO and Financial Technology Asia.

Malcolm Wallis

Former Head of Communications for Europe and Asia Pacific, HSBC

Malcolm is a Global Communications Director who has worked in Asia and Europe with HSBC, J.P. Morgan and other leading international banks including Jardine Fleming and Nikko Europe. At HSBC, he has been Head of Communications for Asia-Pacific, Head of Communications for Europe, and Interim Chief Communications Officer for the Group. Before HSBC, Malcolm was a Managing Director and Head of Communications for J.P. Morgan Asset Management for Europe, Asia and Japan. Malcolm is a graduate of Exeter University.