Tag: Public relations

Kuala Lumpur, Malaysia – LEGOLAN Malaysia Resort has appointed Mutant as its public relations agency for Malaysia and Singapore, following a competitive pitch process involving over 30 agencies, that concluded in May 2025. 

The year-long retainer, with the option to extend, will see Mutant leading media and influencer engagement for LEGOLAND’s 2025 campaigns – from new attraction launches to creative storytelling and seasonal moments that bring larger-than-life LEGO worlds to life.

The appointment comes as LEGOLAND Malaysia continues to position itself as a must-visit destination for immersive, play-fuelled experiences that spark curiosity, foster creativity, and bring families together. 

Through this mandate, Mutant will support campaign ideation, media relations, and regional publicity across both markets, tapping into its strong media and influencer networks to drive awareness and brand love through a cohesive cross-market communications strategy. 

Moreover, the agency is kicking off the partnership with the launch of LEGOLAND’s third annual Splash Carnival, a water-themed celebration running from 3 July to 3 August 2025 that’s packed with fun activities and live musical performances.

“At LEGOLAND Malaysia Resort, we believe in the power of storytelling to spark imagination and bring people together,” said Thila Munusamy, director of sales and marketing at LEGOLAND Malaysia Resort. “As we continue building awesome experiences for guests of all ages, we’re thrilled to partner with Mutant, an agency that truly understands how to craft meaningful narratives and create buzz across borders. Together, we’re set to make 2025 our most exciting year yet, full of cherished memories for families, fans, and future builders.”

“Mutant was built on the belief that bold, imaginative storytelling has the power to move people, and no brand embodies that spirit more than LEGOLAND,” said Archana Menon, Country Manager at Mutant. “We’re honoured to partner with LEGOLAND Malaysia Resort to drive creative campaigns that spark joy, curiosity, and connection. From immersive media experiences to regionally resonant narratives, we’re excited to help bring their brick-built magic to life across Malaysia and Singapore.”

LEGOLAND joins Mutant’s growing regional client list, which includes SEEK, PepsiCo, 100PLUS and F&N Magnolia – further cementing the agency’s reputation as a trusted partner for bold, experience-led brands across Southeast Asia. 

The win also marks another milestone in Mutant’s regional growth, following the launch of its Philippines office earlier this year. With established offices in Singapore, Malaysia, Indonesia, Thailand, and now the Philippines, Mutant continues to deliver strategic, creative, and results-driven communications across Southeast Asia.

Kuala Lumpur, Malaysia – Guinness Malaysia has named Archetype Malaysia its public relations agency of record for 2025, following a competitive multi-agency pitch. The appointment will see Archetype lead all PR efforts for the Heineken Malaysia Berhad flagship brand throughout the year, including major brand campaigns and high-impact initiatives like Guinness’ ongoing partnership with the Premier League.

Archetype Malaysia won the pitch by impressing Guinness with its strategic thinking, strong cultural insights, and “earned-first” creative approach. 

Under the new mandate, the agency will develop an integrated PR programme that spans storytelling, influencer marketing, and experiential activations, aiming to deepen brand relevance, expand media impact, and strengthen consumer engagement.

Joyce Lim, marketing manager for Guinness Malaysia, said the agency stood out with its fresh ideas to amplify the brand’s football platform. “We’re pleased to appoint Archetype Malaysia to lead all PR campaigns for Guinness Malaysia. Archetype impressed us with their fresh and exciting ideas to amplify our football platform, particularly as we continue to build momentum around the Premier League,” Lim said. 

She added, “Archetype’s PR strategy brings a strong narrative angle that complements and enhances our brand goals. We’re confident in the agency’s ability to bring this campaign to life with the passion and boldness that Guinness is known for.”

The appointment builds on Guinness Malaysia’s recent “Spirit of Togetherness” campaign in 2024, which focused on uniting football fans through match-viewing experiences and community-based activations. 

For this year, the brand aims to scale its voice across more platforms and occasions, with Archetype tasked with crafting a cohesive PR strategy that builds emotional affinity, reinforces brand purpose, and connects meaningfully with consumers year-round.

Meanwhile, Lee Tiam Siang, managing consultant at Archetype Malaysia, said the partnership is about capturing the communal spirit of football in an authentic and distinctly Guinness way. “Football is more than just a sport — it’s a shared ritual and a universal language that unites people across backgrounds,” Lee said. “Our partnership with Guinness is about fuelling that passion in ways that are authentic, energizing, and distinctly Guinness. We’re honoured to help shape an unforgettable year ahead for the brand and its fans.”

Consumers can expect a dynamic rollout of storytelling-led campaigns throughout the year, from football fever to lifestyle moments, all anchored in Guinness’ signature values of bold flavour, character, and togetherness.

Singapore – The Asia-Pacific Association of Communications Directors (APACD), a regional network of in-house communications professionals, has announced its integration with the Public Relations & Communications Association (PRCA), one of the largest PR professional body globally. The move aims to enhance collaboration, capability-building, and professional development opportunities for corporate affairs and communications leaders across Asia-Pacific.

Under the integration, APACD will become an independent committee within PRCA, maintaining a dedicated management structure while aligning closely with PRCA’s board, specialist committees, and partners. The integration is designed to bring added value to current APACD members and expand access to global resources, ethical standards, and professional training offered by PRCA.

Founded in 2014, APACD has served as a hub for senior in-house communicators, fostering knowledge exchange and advocating for the advancement of the corporate communications profession in the region. PRCA, which launched its Asia-Pacific branch in 2018, represents more than 35,000 PR professionals in 82 countries and is focused on raising standards across the global communications industry.

Leadership of the newly formed committee will be led by:

  • Chair: Shweta Shukla, head of corporate affairs, ASEAN & Taiwan at Haelon
  • Head of Program: Asiya Bakht, founder of Beets Public Relations
  • Strategy Advisor: Arun Sudhaman, founding editor of Earned First

Former APACD President Keith Morrison, who has held the position since 2017, will remain actively involved as a member of the management committee, alongside other key board members.

Commenting on the integration, Ed Burleigh, head of PRCA APAC, said, “We are thrilled to welcome APACD members into PRCA. This integration reflects a shared commitment to strengthening the PR and communications profession across Asia-Pacific. Together, we can offer greater learning, networking, and growth opportunities to our members.”

Meanwhile, incoming APACD Chair Shweta Shukla added, “Bringing together in-house and agency professionals under one platform allows for richer collaboration and innovation. I’m excited to work with peers across the region to drive professional excellence and create meaningful opportunities for our community.”

Keith Morrison reflected on APACD’s journey and the rationale behind the integration, stating, “The communications industry is evolving rapidly, and we need stronger professional networks to adapt and thrive. This partnership with PRCA positions us to meet the challenges ahead and I’m proud of what APACD has achieved with the help of our dedicated board and volunteers.”

The integration is expected to further unify the communications profession across Asia-Pacific, offering a stronger voice and support network for practitioners navigating an increasingly complex and dynamic landscape. 

Philippines – The Public Relations Society of the Philippines (PRSP) is condemning the alleged use of fake social media accounts to spread disinformation against the Philippines’ claims in the West Philippine Sea.

The PRSP’s statement follows Senate Majority Leader Francis Tolentino’s revelation of excerpts from a contract between a public relations agency and the Chinese Embassy in the Philippines. The contract was presented during the April 24 hearing of the Senate Special Committee on Philippine maritime and admiralty zones.

The said contract outlined the deployment of “keyboard warriors” to ensure the “overall effectiveness of the issue management project.”

In the statement, PRSP emphasised its advocacy for communication based on honesty and integrity.

“While our role is to uphold and strengthen the reputation of our clients and organisations, this is not to be done at the expense of societal good,” the statement read.

“We believe in the power of words and stories to shape public perception and opinion. As such, we exert utmost care and effort to ensure that we adhere to a set of ethical standards in the practice of our profession.”

The organisation highlighted its code of ethics, which includes using public interest as a primary guide, ensuring accuracy, and upholding the law and order.

“PRSP urges vigilance and calls on the authorities to act swiftly and decisively, ensuring a thorough investigation on cases of misinformation and disinformation that upholds the rule of law and due process,” the statement read.

The long-standing West Philippine Sea dispute involves conflicting territorial claims and maritime rights within the Philippines’ exclusive economic zone. The Philippines has been asserting its sovereignty based on international law, including a 2016 ruling by the Permanent Court of Arbitration in The Hague.

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.