40 Under 40 2025: Esther Ng, Burson

Esther Ng

Integrated communications lead
Burson Singapore
Singapore

At just 32, Esther Ng has become the youngest member of Burson Singapore’s leadership team. A self-proclaimed “comms chameleon,” she’s prized for connecting creative flair with data-driven insight, helping clients—from tourism boards to tech unicorns—reassess audience engagement and how agencies deliver value.

Ng’s career took off at MSL Group in 2015, before she moved through senior roles at Edelman and WE Communications, honing a reputation for integrated, high-impact campaigns. As Southeast Asia communications lead at Tourism Australia, she was a part of the team that drove ‘Come & Say G’day’, the first global rebrand work spanning Singapore, Malaysia and Indonesia.

As the integrated communications lead at Burson Singapore, she oversees a multi-million-dollar portfolio spanning PR, OOH, digital, social and creative. In just six months, her leadership drove a high double-digit revenue increase and secured a substantial new business pipeline.

Her work for Singapore’s national banking association that blended multi-channel creative and digital to transform the digital payments landscape across OOH, digital, print and broadcast is one such example of her impact. With exhibition firm Constellar, she turned the brief into an award-nominated partnership that delivered 176% revenue growth in six months.

Leadership and culture are equally central to her work. As Burson’s culture lead, Ng’s ‘Hump Day Huddles’ dissect emerging trends with the team and collectively ideate solutions. The ‘Values & Culture Fund’ that she spearheads allows employees to take sponsored time off for personal learning and development programmes. A champion of mental wellness, coaching and growth mindset, Ng carves space to give back—mentoring through Advisory Singapore, contributing to Singapore’s Women Lean In Network, and sharing insights on panels for TravMedia Summit, the Australian High Commission, RMIT University, and Advisory Singapore.

Her commitment extends beyond the agency. For the past five years, Ng has supported Split Theatre, a non-profit promoting “therapy through theatre.” She provides ongoing pro-bono communications counsel to founder Darryl Lim to shape the organisation’s growth story. Her work has boosted Split Theatre’s share of voice by 350% and earned media coverage in titles like CNA, The Business Times, Asia Tatler and TimeOut. That visibility helps the theatre amplify its impact and value to artists and the wider community alike.

Former client Juliet Lim, who worked with Ng at DesignSingapore Council and later at Home Team Academy, sums it up: “Ng consistently delivers outstanding results under pressure, balancing client needs while keeping sight of the bigger picture. She has become a trusted and invaluable partner, anticipating challenges and offering creative solutions.”

Her inclusion in Campaign’s 2025 40 Under 40 is an appreciation of her business results, but equally the people, culture and communities she’s lifted along the way.