Cognito Doubles Down on Financial Comms with Zhang Hire
Cognito appoints ex-Edelman Smithfield APAC lead Tana Zhang as Hong Kong MD, doubling down on financial comms and investor relations across Greater China.
Communications agency Cognito has appointed Tana Zhang as Managing Director for Hong Kong, marking a strategic expansion of the firm's operations across Greater China. Zhang will oversee operations, client service, and growth strategy in Hong Kong and the broader region.
The appointment signals Cognito's commitment to expanding its financial communications and investor relations capabilities. Zhang brings extensive experience from her previous role leading the APAC financial communications team at Edelman Smithfield.
Expanding Financial Communications Expertise
Tom Coombes, Founder and CEO of Cognito, described the appointment as ushering in "a new phase of growth" for the agency. "We are doubling down on high-level financial communications and investor relations," Coombes stated.
He emphasized Zhang's market knowledge as a critical asset. "Her deep understanding of the local market is a massive asset for our clients who need a sophisticated partner to decode the nuances of this critical economic hub," Coombes said.
Zhang's responsibilities will include strengthening Cognito's integrated services across corporate communications, reputation advisory, events, and digital marketing. The move reflects growing demand for specialized communications expertise as Asian financial markets mature and regulatory requirements become more complex.
Track Record Across Financial Services
Zhang's career spans both agency and corporate roles across multiple financial services sectors. At Edelman Smithfield, she advised leading buy-side and sell-side institutions on go-to-market strategy, crisis management, expert insights development, and connecting with key audiences.
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Her sector experience includes asset management, insurance, private equity, real estate, family offices, and fintech. Before joining Edelman Smithfield, Zhang held senior in-house positions at PAG, Mizuho Securities, and AIA, giving her perspective on both agency and client-side communications challenges.
This combination of agency expertise and corporate experience positions Zhang to understand client needs from multiple angles, particularly as financial institutions navigate evolving market conditions and stakeholder expectations.
Evolving Communications Landscape
Commenting on her appointment, Zhang highlighted shifts in how audiences consume information. "As the global economic landscape continues to evolve and new technologies profoundly change people's news consumption habits, the need for better market positioning and effective storytelling has never been greater," she said.
Zhang expressed enthusiasm about helping clients "build an enduring reputation, hone business resilience, and drive commercial success." Her approach reflects the increasing complexity of communications in Greater China, where financial institutions must navigate multiple audiences, regulatory frameworks, and digital platforms.
Beyond her professional role, Zhang serves as a Board Member of PRHK and President of Hong Kong at Stars Foundation. She also founded HISTAR, a music initiative for the visually impaired, and supports fundraising efforts for Habitat for Humanity.
The appointment comes as communications agencies across Asia invest in senior talent to meet growing demand for specialized financial services expertise, particularly in major financial centers like Hong Kong where cross-border transactions and investor relations require sophisticated communications strategies.
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