Tag: Public relations

As a public relations network under Publicis Groupe, MSL has strived to make its clients stand out publicly through enhanced capabilities in creative and unique earned-first storytelling, strategic stakeholder engagement and sophisticated influencer marketing. In an era where corporate reputation is important to stand out from polarising consumer viewpoints, services like those from MSL help brands navigate changing narratives and insights from the masses.

With such a task in mind, how does an agency like MSL continuously meet the ever-changing expectations of the industry, and how do its talents also evolve alongside it?

To answer these questions, we recently sat down with Margaret Key, chief executive officer at MSL APAC for our latest Agency Leadership Decoded interview, as she shares her guiding principles of leadership and her outlook on MSL’s growth in the region.

Understanding her leadership philosophy

As the leader of MSL in the APAC region, Margaret understands that she carries a very strong sense of responsibility for their network, their clients and their teams.  She firmly believes that leadership is not defined by title or position but by the ability to inspire, guide and elevate others towards a common goal or shared purpose.

“At the core of my approach are trust and accountability – fundamental principles that create an environment where teams feel empowered to take ownership, think independently, and drive meaningful outcomes. I want our leaders and teams to feel comfortable talking to me, telling me things they enjoy about their work but also equally, what they don’t enjoy.  

She further notes that she is fortunate that her professional experiences have also touched her at a personal level by expanding her community, her growth mindset and how she views the world.  

“As such, I look at what I do as important to contributing–both professionally and personally,” she added.

Margaret admits that when she first started her stint at MSL, she observed how Publicis was already very far into consolidation under the country model, which made it a challenge to demonstrate the power of the MSL network.

“As the only PR agency, MSL was thus not well understood for what it did and how it fit into the Groupe as well as the value PR can bring in part of the proposition to clients,” she notes.

To navigate this particular challenge, Margaret explained that instead of trying to push for understanding, she spent more time with their MSL leaders, trying to appreciate how they were working at the local level, what challenges they faced and where they saw opportunities in the country and across the region.  This then allowed her to present back to the MSL and Groupe leadership on their ‘shared’ challenges and opportunities.

“By looking to how we could evolve together, we naturally leaned more into each other and that has made all the difference, internally as well as externally, showcasing more collaborative work across the region,” she stated.

Initiatives for women empowerment

One of the initiatives within MSL that Margaret has taken part of is the launch of the Women’s Forum Asia Barometer–which she spearheaded. Said strategic initiative is designed to uncover the untapped economic potential of women across key markets, including Australia, China, Japan, and Korea.

Moreover, this report also highlighted critical workplace challenges and persistent gender disparities in labour force participation, reinforcing the urgency for actionable solutions. 

For instance, in its latest report for 2024, it highlighted how 1 in 3 women have already realised they were paid less than male colleagues with equal competence. Moreover, around 1 in 3 women have also realised that a male colleague had been promoted or chosen for promotion over them, even though she was more competent. 

“I strongly believe that empowering women with data-driven insights is essential — not only to advance gender equality but also to drive sustainable economic growth across the region,” Margaret stated.

Aside from the Women’s Forum Asia Barometer, she also led the formation of the MSL APAC EXCO team, where over 50% of leadership positions are held by women. 

“This initiative reflects my dedication to championing diversity within the Groupe, fostering a leadership culture that is equitable, representative, and built for long-term impact,” she added.

Navigating milestones and what lies ahead

Reflecting on MSL APAC’s trajectory from five years ago, she has stated that the firm has achieved significant transformation, where half of their top clients now span multiple markets, with most clients generating significant revenue, and their largest client reaching a substantial annualised amount. Such growth has positioned MSL APAC as one of the fastest-growing regions within the MSL global network.

“The robust MSL network enabled local offices to tap into broader ideas and strategies, leveraging regional insights to benefit local clients and support their growth beyond borders. This success underscores the power of strategic leadership, operational excellence, and a unified vision for growth and innovation,” she explained.

When asked on her advice for future professionals in this industry, Margaret said that as a service industry, the future of leaders in this industry must be agile and reflect the changes that clients commonly face. 

She added that there has never been a more dynamic time than now when one considers the speed of change across technology, innovation, media consumption and consumer sentiment. Moreover, consumers are more discerning, demanding and less trusting of companies and brands–adding to evolving challenges for industry leaders to explain to their clients.

“Our clients look to us for guidance, best practice and stewardship.  The future leaders of marketing communications must be informed and focused on the journey but most importantly, the output as defined by business outcomes. They must also be able to transcend the traditional siloes of communication disciplines,” she concluded.

***

Successful public relations leaders understand the power of storytelling and the importance of maintaining credibility. They navigate complex communication landscapes with transparency and agility, ensuring that messages align with both brand values and public expectations. By cultivating strong relationships, leveraging digital platforms, and proactively managing crises, they help organisations build lasting trust and influence in an increasingly interconnected world.

Singapore – Global independent marketing and communications firm FINN Partners, has acquired Singapore-based, strategic communications and public relations consultancy RICE Communications (RICE). By bolstering FINN’s sizable existing presence in Singapore, the addition of RICE will amount to nearly 100 total employees in that market.

The move also adds new FINN offices in Thailand and Myanmar, in addition to building on the firm’s presence in Hong Kong and reinitiating the firm’s presence in the Philippines, ensuring FINN can offer support to clients across all key Southeast Asian markets. 

Moreover, the firm will be known as ‘RICE, A FINN Partners Company.’ James Brasher, RICE Managing Partner, joins FINN as managing partner and lead for the agency’s combined Singapore office. 

With this move, RICE becomes part of the FINN APAC region, overseen by Howard Solomon, founding managing partner, who also leads FINN efforts on the West Coast of the US. In his new role, Brasher will grow the firm’s reputation as a communications and public relations powerhouse in Asia Pacific. He will also become a member of the APAC leadership team, working closely with regional leaders in Greater China, India, and Malaysia. 

As part of this transition, Naeema Ismail takes on a new regional role in Strategic Business Development & Crisis Communications, Asia Pacific. She will focus on expanding new business opportunities across key sectors. In addition, she will drive crisis communications advisory across the region. Naeema will also lead the development of structured crisis training services, alongside media and presentation coaching, to further enhance FINN’s client offerings and regional expertise. 

Both parties have assured that there are no staff redundancies following the business move.

Peter Finn, CEO and founding partner at FINN, said, “From the beginning, my vision for FINN Partners has been to create a world-class agency with unmatched depth of sector expertise and integrated services to benefit clients wherever they are in the world. We have made great progress transforming from a leading US agency to a true global player. We established London as our European headquarters, expanding our expertise in consumer, tech, health, travel and financial services to the EMEA market.”

He added, “Recognising the increasing importance of Asia as one of the fastest-growing economic zones globally, we expanded into the region several years later with Singapore as our Asia headquarters, offering deep expertise in B2B and tech, followed by the addition of integrated travel and lifestyle agency CatchOn, with offices in Hong Kong, Shanghai and Beijing. We also bolstered our global health expertise and integrated marketing capabilities with the addition of SPAG in India. The acquisition of RICE builds on our collaborative approach to growth. Given our expansive footprint, unrivaled depth and breadth of sector expertise, and flexible ONE FINN model, FINN is best positioned to be the go-to agency for clients in need of integrated marketing and communications services.” 

Meanwhile, Brasher commented, “Our vision is underpinned by our commitment towards stewardship – to take care of the team, clients, and the community so we can look after the future. As part of FINN Partners, our momentum will be greatly accelerated, especially since the businesses and, importantly, values and culture are so closely aligned. This partnership enables our team and clients to tap on FINN’s capabilities, expertise, resources and network – just as we complement theirs with our deep roots, diversity of perspectives and capabilities across Asia Pacific.”

Lastly, Solomon stated, “After spending time with James and his team, we knew that they were a perfect fit for FINN Partners. They are passionate about the work they do for their clients, their expertise complements and strengthens our vertical expertise, and they believe in the value of collaboration as a key to their success.”

Hong Kong – Montieth SPRG, a global marketing communications and PR agency under Montieth & Company, has been appointed as ASUS’ public relations and corporate communications agency.

Montieth SPRG was selected after a thorough evaluation process that assessed the agency’s credentials, track record, industry expertise, and experience in delivering integrated communications services.

In this role, the agency will collaborate closely with ASUS to design and implement a comprehensive PR strategy, focusing on corporate messaging and boosting visibility among key stakeholders.

Montieth SPRG will also work with ASUS Corporate Communications to enhance the company’s global narrative, using technology and data-driven insights to improve communications strategies and media relations.

Montieth Illingworth, co-CEO and founder of Montieth SPRG, said, “We believe this partnership will amplify ASUS’ impact and drive meaningful conversations about the future of technology. ASUS is at the forefront of technological innovation, and our team is committed to providing strategic corporate communications advisory services that enhance ASUS’ narrative and strengthen its presence internationally.”

Kuala Lumpur, Malaysia – Local public relations and strategic communications consultancy Perspective Strategies has announced the launch of its new strategic and creative arm, P³. Through this new practice, Perspective Strategies will supplement its existing expertise with an expanded range of services including brand visual strategy and development, experience design, employee engagement and, sustainability consultancy.

Heading P³ is industry veteran and specialist Matthew Mendelsohn, who joins the firm as director of brands and business advisory. Matthew brings over two decades of leadership experience in branding, innovation, and operational performance across Southeast Asia including extensive work partnering with top global brands and groups such as Rolex, LVMH, Richemont, Fossil Group and Apple. 

Prior to joining Perspective Strategies, Matthew spent nearly 15 years at Indonesian retailer Time International, managing a portfolio of 16 brands including Fossil, Michael Kors, Diesel, Kate Spade, adidas and Rip Curl.

Speaking on his new role, Matthew said, “’Im very excited to work with Perspective Strategies to expand our range of offerings and to provide new ideas and expertise based on my experience in the retail, not-for-profit and hospitality industries.  Perspective Strategies has long been a leader in Malaysia, providing top-level communications and PR expertise to its clients.”

He added, “The firm’s prominent position in the local market as well as the Public Relations Global Network (PRGN) is a testament to its focus on being a world-class agency. I am excited for our team to leverage our knowledge of best practices from around the region to enable us to deliver a unique set of solutions to our clients.”

The creation of P³ addresses the growing need of companies and brands to communicate with multiple stakeholders through an ever-expanding array of channels and touchpoints.  P³ is focused on providing brands with solutions that are purposeful, people-focused and pragmatic, ensuring that communications reflect the client’s unique purpose with an eye on improving their business results. 

Meanwhile, Andy See, principal partner and managing director at Perspective Strategies, commented, “Consumers, employees and communities  are increasingly seeking brands that resonate with their values. P³ was started to help brands navigate today’s volatile and complex environment by ensuring their communications are intentional, people-centric, and pragmatic. With Matthew at the helm, we’re confident P³ will drive new growth and client base for the firm. We are expanding our suite of services towards meeting new needs that arise in the dynamic shifting marketplace.”

Singapore – Strategic Public Relations Group (SPRG) has unveiled a refreshed identity for Strategic DigitaLab (SDL), its dedicated creative services and digital content creation arm. SDL’s new identity reflects SPRG’s commitment to improving the integration of the group’s creative and digital services and sharing capabilities across markets to ensure a more seamless and cohesive regional delivery.

The year 2025 marks SPRG’s 30th anniversary, with the agency reflecting on how it built its success and reputation on the provision of strategic counsel and crafting compelling narratives in APAC. 

Looking ahead, SPRG stated that they remain passionate about expanding its creative and digital resources to maintain a competitive edge and attract top talent across the region.

Richard Tsang, founder and chairman of SPRG, said, “SDL will enhance SPRG’s offering by not only producing captivating stories, but also amplifying them across multiple platforms. This will enable our clients to effectively engage, inspire and educate their audiences through efficient and scalable content creation.”

He added, “By sharing our creative and digital capabilities, we are positioning ourselves to stay ahead of the curve and deliver more dynamic, integrated campaigns that meet the changing needs of our clients across the region.”

SDL was established in 2016 to provide dynamic, multimedia-driven campaigns that span the full spectrum of digital and creative services, including branding, creative production, digital marketing, content development, social media communications and video production.

SDL enables SPRG to maintain its trajectory by combining creative strengths of the offices with digital expertise. 

Manila, Philippines – Grupo Agatep has officially announced the appointment of Norman Agatep as its new chairman and CEO, as well as Michelle Agatep-Bayhon as the firm’s managing director.

Prior to this appointment, Norman served as managing director and president of the agency. With over 30 years of experience in Corporate and Marketing Communication, Agatep brings extensive expertise in public relations, advertising, digital marketing, creative development, and strategic planning to lead the agency into a new era of growth and innovation. 

He also previously led Euro RSCG Manila and Havas Worldwide Manila as its managing director.

Speaking on his new role, Norman said, “I am honoured to step into this role at a time when branded communication is rapidly evolving and groundbreaking technology is shifting the way we connect with stakeholders. I look forward to driving our agency’s vision forward, fostering creativity, and delivering more meaningful impact for our client-partners.”

He also added, “My priority is to further the legacy of outstanding communication that has defined Grupo Agatep. We will continue to innovate and set new benchmarks, ensuring our work not only meets but exceeds the expanding needs of our clients in an industry that continues to redefine itself.”

Meanwhile, Michelle is a seasoned PR and communication professional with over two decades of experience, specialising in reputation management, corporate communication, and integrated marketing strategies. She began her career at the agency in 2001, laying the foundation for her expertise and dedication to the field. Before her appointment as managing director, she held the position of accounts and client servicing director of Grupo Agatep. 

Michelle’s appointment marks a significant step in the agency’s ongoing efforts to enhance client relationships and drive strategic initiatives that elevate brand communication.

“I am excited to continue our legacy of excellence and to work closely with the team to craft campaigns that resonate deeply and create positive change,” she said.

Japan – Global PR agency HAVAS Red (formerly Red HAVAS) has expanded its footprint in Asia Pacific with the launch of a new office in Japan, further enhancing its merged media capabilities and broadening its service offerings in the region.

The launch of HAVAS Red’s new Japan office follows the network’s regional expansion last November, when it acquired a majority stake in PR Pundit, one of India’s leading PR consultancy firms, now operating as PR Pundit HAVAS Red.

Masashi Kitaichi will take on the role of managing director, leading the newly launched Japan office.

Speaking about the expansion, Kitaichi said, “We’ve been fortunate to work already with a wonderful portfolio of clients at the HAVAS Village in Japan. Now, by expanding to become HAVAS Red Japan, we are poised to be even more powerful and integrated partners for these clients on everything from social media to experiential to public relations.” 

Darrell Nelson, CEO of HAVAS Japan, also commented, “HAVAS Japan has seen significant growth over the last 3 years, and by launching Havas Red in Japan with Masashi leading the capability, we are not only expanding our service offerings but also positioning ourselves to better meet the specific demands of this market.” 

“With the addition of comprehensive PR capabilities, we can deliver more integrated and impactful solutions that resonate with local audiences while aligning with global standards. This strategic move ensures that HAVAS Japan is even more equipped to drive meaningful connections for our clients, making us a stronger partner in their growth and success,” he added. 

The addition of the Japan office expands HAVAS Red’s merged media capabilities to a total of 19 markets globally.

Earlier this year, HAVAS Red marked its second market entry in Africa with the launch of an office in Ivory Coast. In addition to Japan, India, and Ivory Coast, the agency has operating offices in Australia, China, France, Germany, Indonesia, Italy, the Middle East (U.A.E., Saudi Arabia, and Oman), the Philippines, Singapore, South Africa, Spain, the U.K., the U.S., and Vietnam.

James Wright, global CEO of HAVAS Red and global chairman of HAVAS PR Network, shared, “Bigger, better, bolder, and more borderless—that’s how HAVAS Red continues to grow each year. Expanding into India and Africa last year was a significant milestone for us, opening doors to very exciting regions. Now we’re thrilled to extend our footprint into Japan, where our HAVAS colleagues are already delivering groundbreaking work with iconic clients, and we look forward to providing enhanced PR and social support to continue driving innovation and excellence.” 

Meanwhile, Rana Barua, Group CEO of HAVAS India, Southeast and North Asia, commented, “Japan is a key market for HAVAS, and enhancing our capabilities here is central to our One Asia strategy. By broadening our reach and engaging with one of the world’s most dynamic and progressive audiences, we are reinforcing our commitment to creating meaningful connections and delivering impactful narratives.”   

In August 2024, HAVAS Red launched Industry by HAVAS Red, a comprehensive communications service aimed at helping B2B clients build meaningful connections across their value chain. Other key offerings include Peaks (executive branding), SWAY (influencer marketing), Red Impact (ESG and sustainability), Health by HAVAS Red (health and wellness), and Red Connect (B2B content marketing).

Jakarta, Indonesia – Paint company Asian Paints has tapped Moonfolks for an end-to-end integrated campaign for its ‘Infinito System’ product lineup–a comprehensive five-product range designed to fix an array of wall problems, ensuring long-lasting beauty.

Moonfolks developed the name, branding, packaging, shopper and communication materials and managed the media planning and buying. The PR campaign is also led by Moonfolks. 

In addition, the entire ‘content to commerce’ framework will ensure achieving upper and lower funnel metrics for the brand, meeting objectives of leads and conversion. This will ensure that the campaign reaches the right audience through the most effective channels, including social media for which there’s a robust content strategy. 

Regular updates and interactive content will keep the campaign vibrant and engaging on social media. Besides, the campaign involves an influencer strategy, using credible sources to drive authenticity for the value proposition of the ‘Infinito System.’

Through this collaboration, the aim is to ensure that Indonesian homes achieve long-lasting beauty, extending beyond the campaign and enduring for infinity.

The branding ‘Infinito’ itself is derived from the Italian word for infinite, with the logo incorporating the infinity symbol within the letter ‘N,’ emphasising the concept of endless beauty and durability while positioning Infinito as the central solution for maintaining beautiful walls in Indonesia.

Moreover, Moonfolks also created the packaging, digital videos, and visuals for the product lineup. Its 30-second and two 15-second videos aims to bring the brand’s belief to life in a story about the never-ending saga of repaints throughout the years, illustrating the need for a proper solution—hence the ‘Infinito System’.

Abhilasha Kannan, managing director at Asian Paints Indonesia, said, “Asian Paints understands the pain points of the consumer, around which we base all our innovations. The creation of Infinito System is no different from that perspective. The Indonesian homeowner needs to be rescued from painting woes they need to go through every year. And so we created a long-lasting solution to have perfect walls that gives homeowners peace of mind for at least 5 years. Communicating a complex system was a difficult business challenge, and Moonfolks was able to simplify every aspect of the brand for us to be able to communicate the benefits of the Infinito System effectively.”

Meanwhile, Anish Daryani, founder and CEO at Moonfolks, commented, “At Moonfolks, we believe every brand deserves a “Moonshot” – our proprietary approach to brand building. We drive commerce for brands combining brand purpose (brand identity and advertising), brand content (digital), brand experience (shopper and activation), brand reputation (PR and influencer marketing) and brand reach (media solutions and content distribution). Birthing the Infinito System, and co-parenting it with the Asian Paints team has been a deeply transformative experience for both the teams. The coatings category in Indonesia has seen little innovation, which makes it disruptive for Asian Paints, while offering genuine value to consumers.”

Kuala Lumpur, Malaysia – The Malaysia Digital Economy Corporation (MDEC) has appointed global strategic communications leader, Burson, as its new public relations (PR) agency of record. This strategic appointment follows a competitive pitch process to identify a capable PR agency to work with collaboratively in strengthening MDEC’s communication strategies and stakeholder engagements. 

Burson was selected for its global reach, deep insights, and capability to support MDEC’s mission of accelerating Malaysia’s digital transformation. This partnership aims to strengthen MDEC’s communication efforts and reinforce its leadership in the digital economy. 

The collaboration between MDEC and Burson will also encompass a comprehensive range of services, including strategic media relations both locally and internationally, bespoke content creation, and reputation management. 

Over the course of the next three years, Burson will meticulously craft and execute communication strategies designed to amplify MDEC’s initiatives and engage effectively with diverse stakeholders, ensuring that MDEC’s messages resonate powerfully across all channels.

Justin Then, CEO of Burson Malaysia, said, “This appointment is a testament of the team’s ability to provide the deep actionable insights that MDEC requires from a global agency partner. We’re honoured to be handed this mandate to assist MDEC in advancing the national digital transformation agenda.”

Earlier this year, WPP Group announced the merger of its two largest communications agencies, Hill & Knowlton and BCW, to form Burson. The newly formed Burson, officially launched last month, now boasts over 6,000 employees in 43 markets worldwide. This merger creates an industry-leading, full-service communications agency focused on building and protecting reputation, honouring the legacy of Harold Burson, a pioneer in modern public relations and strategic communications.

Singapore – The Secret Little Agency (TSLA) has introduced expanded PR and communications capabilities through PPURPOSE as it unveils a rebrand of its experience and advocacy arm. The rebrand is accompanied by PPURPOSE’s win of beer giant Carlsberg’s latest creative pitch for Waterbomb Singapore 2024, a second Enterprise Singapore Heartland Rejuvenation project, and new key additions to PPURPOSE’s team.

Founded in 2016, the rebrand and expansion of services is a natural progression for the agency which has been behind many prominent publicity and experiential projects for the likes of Netflix, Hugo Boss, Zespri, Asian Civilisations Museum, National Arts Council, including the recent preview of New Bahru, the lifestyle and creative destination by The Lo & Behold Group.

The ‘PPURPOSE’ team has recently won the creative pitch for Carlsberg’s upcoming activation at the Waterbomb Singapore 2024 music festival. PPURPOSE’s remit includes creative conceptualisation and development of programming & experiences to deliver a uniquely Carlsberg experience for all. 

With its rebrand, ‘PPURPOSE’ will now include creative PR and communications planning to its offerings, on top of its services in experiential, culture programming, and advocacy. This strategic move is a response to the fast-evolving industry, where the boundaries between communications, events, and influencer marketing have become increasingly blurred. 

The rebrand also aims to enhance PPURPOSE’s direction by creating meaningful experiences in today’s fast-moving temporal world, setting a new bar for creativity in PR. 

Eunice Tan, group CEO at The Secret Little Agency, said, “We want to bring the fun back to PR. We believe PR as we know it has so much more to offer, and it can be creative. PPURPOSE has always strived to offer something more, something different – culturally impactful programming versus events; genuine advocacy rather than temporal KOL engagement campaigns – because we see the depth of what we can achieve for our clients. We saw an opportunity to build on our strengths in advocacy and programming to carve a space for ourselves through modern PR communications that leads first with creativity and intention.”

She added, “With this expansion, we hope to give our clients a genuine chance at gaining global exposure. In this new chapter, we will continue to partner with brands and creators that align with our vision of meaningful communications and authentic experiences that ultimately create cultural impact with lasting brands and communities.”