Natalie Chua joins as APAC Lead in Singapore, and The Fourth Hemisphere launches
Natalie Chua has joined Third Hemisphere as APAC Lead in Singapore, and the agency has launched The Fourth Hemisphere: Marketing for AI. Third Hemisphere announced both on 5 August 2026.
The two are connected. Singapore gives Third Hemisphere senior people inside the region its clients sell into, and Marketing for AI answers the question those clients now bring to every briefing, which is what ChatGPT, Claude, Gemini, Copilot, and Perplexity say when a buyer asks about their category.
Who leads Third Hemisphere in Singapore?
Natalie Chua is APAC Lead of Third Hemisphere in Singapore, leading the agency's work across Singapore and South East Asia. She joins from Redhill, a Singapore-headquartered communications consultancy, where she spent over eight years and rose from Head of Digital to Managing Director, a role she held from February 2022. At Redhill she ran a business unit combining public relations and digital marketing, with responsibility for client leadership, new business, and profit and loss. Her key accounts included VP Bank, GfK, Neuron Mobility, Skyports, Helicap, and raiSE.
Natalie has delivered multi-market campaigns across Singapore, Vietnam, Hong Kong, Indonesia, and Malaysia, for clients in finance, real estate, consumer goods, government, and technology. Her earlier agency experience includes consultancy work for brands such as Procter & Gamble and Johnson & Johnson. She has judged the PRCA APAC awards. Natalie holds a BA in Politics and Sociology from the University of Warwick and is based in Singapore.
"Natalie has spent her career doing what most agencies claim they can do in South East Asia and very few actually can, which is deliver in each market rather than from a distance," said Jeremy Liddle, co-founder of Third Hemisphere. "Our clients are raising capital and selling across the region, and they need someone who knows what works in Jakarta and Bangkok as well as Singapore. That is why she is leading it."
"Everyone knows AI visibility matters and almost nobody has worked out what to do about it yet," said Natalie Chua, APAC Lead, Singapore. "The agencies that figure it out quickest, and take the time to teach their clients along the way, are the ones that will win. That is the work I want to be doing here, and I want to do it across Singapore and South East Asia rather than treat the region as an afterthought to Australia."
What is The Fourth Hemisphere: Marketing for AI?
ChatGPT, Claude, Gemini, Copilot, and Perplexity now sit between a company and the people deciding whether to buy from it, invest in it, or cover it. The Fourth Hemisphere: Marketing for AI is Third Hemisphere's practice for that layer. We measure how the five major AI engines represent a brand, then build the earned media, structured content, and entity consistency that change the answer.
The human brain has two hemispheres. Third Hemisphere has always been the third: the capability that sits alongside a company's own thinking and gives it higher-level language, intelligence, influence, and reach. A fourth hemisphere now exists, and it is AI. Buyers, investors, journalists, and regulators ask this layer what to think before they form their own view. It reads everything, remembers selectively, and answers with confidence. Most companies have never checked what it says about them.
The practice works in both directions. We market with AI: audit tooling that measures how brands appear across the five major engines, AI-assisted research, content systems, and reputation monitoring. We also market to AI, treating the engines as an audience in their own right, and building the earned media they cite, the structured content they can retrieve, and the entity consistency they can trust.
What does The Fourth Hemisphere Audit involve?
Every engagement starts with The Fourth Hemisphere Audit. We ask the five major AI engines 50 real questions your buyers ask, then score your brand with our PACT methodology across Presence, Authority, Consensus, and Truth. You see exactly where you appear, where a competitor holds your slot, and what it will take to change the answer. From there, a 6 to 12 month programme of earned media, AI-ready content, and entity work moves the score, with quarterly re-audits proving the shift.
Why launch a Singapore hub and an AI practice at the same time?
The same buyer behaviour drives both. A regional finance chief shortlisting a payments provider, an investor screening a Series B, and a journalist checking a claim will each often ask an AI engine first. The answer they get is assembled from published sources rather than from a company's own website, so earned media in the publications those engines cite is now doing two jobs at once. That coverage takes senior people in the region, and the Singapore hub provides them across Singapore, Indonesia, Malaysia, the Philippines, Thailand, and Vietnam.
What does this mean for companies in Singapore and South East Asia?
Three things change. Singapore clients get senior communications counsel, regional media strategy, and Singapore media relations led directly by Natalie. Multi-market programmes across Indonesia, Malaysia, the Philippines, Thailand, and Vietnam run through a managed specialist network with committed per-market scopes, so a regional brief is costed market by market. Any client, in Australia or in Asia, can start with a Fourth Hemisphere Audit and see what the engines currently say.
Australian clients keep the same Sydney team. A campaign that needs both markets now runs as one programme through one agency.
How do you start?
Book a 30 minute discovery call. We will ask about your announcement pipeline, target markets, and budget, and come back within a week with a scoped proposal. Programme fees for a Singapore engagement led by a senior team typically start at SGD 10,000 per month. Regional South East Asia programmes covering several markets are typically about USD 15,000 per month depending on scope, and audits and events are scoped individually.
There is more on the region on our Singapore and South East Asia page, and more on the practice on The Fourth Hemisphere: Marketing for AI.