Marketing Featured Southeast Asia

APRW taps seasoned corp comm Debora Prescillia as associate director for Indonesia

Singapore – APRW, one of Singapore’s earliest and largest integrated communications agencies, has announced the expansion of its local team in Indonesia with Debora Prescillia, former head of marketing & corporate communication of MNC Life Assurance, joining as new associate director.

Aside from roles in MNC Asset Management and MNC Life Insurance, Prescillia joins APRW with a long career journey of more than 10 years of corporate experience, including with Pertamina, McDonald’s Indonesia, Eculine Indonesia, and Pos Logistics Indonesia. She was also a former journalist in Koran Jakarta and MNC Media Group. 

Cho Pei Lin, APRW’s MD, said that the addition of Prescillia to the team is part of the firm’s commitment to serving the Indonesian market, believing that a strong foothold in Singapore combined with the local expertise in the Indonesian market will play a vital role in unlocking the potential of the clients from a communications standpoint. 

“Debora will focus on leading the operations in Indonesia, ensuring that the agency continues to provide strategic communication consultation, and to oversee the business development opportunities,” said Cho Pei Lin. 

Prescillia comments on her appointment, “I’m excited about leading the APRW Indonesia team and furthering the role that APRW plays in supporting and being a reliable communication partner for our clients in Indonesia. It is also important for us to build camaraderie with the team to have fun, grow and be fruitful in the work that we do and the projects entrusted to us by our clients.”

APRW said the Indonesia team will continue to work closely with its counterpart in Singapore, to be overseen by Anu Gupta, Director of APRW, to provide expertise and support to clients in the startup and technology industry.

Last September, APRW announced a partnership that seeks to empower future comms professionals for its 25th anniversary. The tie-up was with Nanyang Technological University’s Wee Kim Wee School of Communication and Information (NTU WKWSCI) in Singapore with APRW-NTU WKWSCI Student Development Fund at the center of it. The fund aims to help students fund their final-year projects at the school and recognize and celebrate the best ones.

Marketing Featured APAC

PR agency Asia PR Werkz marks silver year with major brand revamp

Singapore – In commemoration of the agency’s celebration of 25 years in operation, Singapore-based public relations agency Asia PR Werkz undergoes a major brand revamp, including transitioning to a new name, APRW, which is an acronym of the agency’s name.

In addition to the shortened new name, APRW has also unveiled a new agency logo, which speaks to the agency’s new phase of growth and reflects its forward-looking communications approach. Said logo, designed by brand consultancy Evye in Singapore, captures the essence of the firm’s progressiveness while preserving a piece of history. 

Boldly inked, the APRW name represents the firm’s adventurous spirit in challenging new frontiers while placing increasing importance on digital and social media in the area of public communications.

Ginny-Ann Oh, director of APRW, who leads the rebranding efforts, shared that the rebranding has been a year-long exercise for them as the team came together to take stock and reflect on their identity and accelerate towards their goal of becoming the agency of choice in the countries they are in, and beyond.

“The new logo retains our signature orange in the form of a speech bubble, symbolizing our aim to spur inspiring and meaningful conversations and nurture the next generation of communications professionals. The orange embodies our long-held bold and vibrant spirit, and youthful energy that we will continue to carry as we venture into new territories,” Oh said.

Part of the symbolism that plays in APRW’s new logo is the way the letters are stylized. Most noticeably, the letter ‘W’ distinctly charges ahead at a dramatic angle, illustrating the continuous forward momentum of the firm in the years to come. The leading letter ‘A’ pays homage to the firm’s heritage and original logo by retaining the Serif font to evoke enduring tradition and trustworthiness established over the years. 

“Overall, the logo symbolizes APRW’s desire to continuously spark conversations and be at the forefront of the communications industry. It symbolizes the firm’s commitment to engage in meaningful and omni-channel conversations in the world we live in,” the agency said in a press statement.

Established in 1996, APRW has built a strong portfolio of clients across diverse areas like government, public affairs, FMCG, education, health, hospitality, travel and tourism. To date, the agency has also set its sight on the regional market, aiming to enter new markets including Malaysia, Thailand and Vietnam within the next five years. The firm is also currently in the final stages of a partnership discussion with one of Singapore’s leading universities.

“It is no mean feat for a local, independent agency to have grown to a team of 50 and counting, with the breadth and depth of expertise in communication across many sectors, in just 25 years. We have evolved with the changing times to develop new capabilities and service rising industries to remain at the forefront of the industry,” said Cho Pei Lin, managing director at APRW.

She added, “Despite the challenges that COVID-19 has posed, we continue to expand our professional networks. We are heartened by the support and trust that our clients have placed in us over the years. As we welcome a new era, we are excited to celebrate our 25th anniversary with our employees, clients, media friends and partners alike.”