Digital PR Consultancies of the Year 2024

2024 Digital PR Consultancies of the Year

The 2024 Asia-Pacific PR Consultancies of the Year are the result of an exhaustive research process involving more than 100 submissions and meetings with the best PR firms across the region.

Consultancy of the Year winners are announced and honoured at the 2024 Asia-Pacific SABRE Awards, taking place in Singapore on 19 September. Analysis of all Finalists and Winners can be accessed via the navigation menu or below:

Finalists

BlueFocus Digital (China/Blue Focus Group)

Backstory

Since its launch in 1996 (when it was known as Blue Focus PR), Oscar Zhao’s company has grown into the largest public relations consultancy in China and one of the top 15 public relations businesses in the world. But while growth has been a constant, the progress has not been without its challenges: the company had to shelve its plans to spin off its non-China business into a New York Stock Exchange listed company an later sold a stake in those same international businesses to private equity firm CVC Capital Partners and investment fund Caisse de dépôt et placement du Québec. As a result, Blue Focus remains primarily focused on its domestic market — though that market is large and fast-growing enough to accommodate its appetites for now.

Locations

BlueFocus remains a dominant player in China, with 2,600 people across offices in Beijing, Shanghai, Guangzhou, Shenzhen, Wuxi, Hangzhou and a host of second-tier cities.

Performance

In the face of what most observers agree to be a tough time for mainland China, fee income was more or less flat in local currency terms, although it declined by about 8% in US dollar terms so that Blue Focus now ranks 16th in the world, with about $282 million. It remains the dominant player in the Chinese market among international and domestic firms, in both digital marketing and public relations, representing a mix of local and global clients such as Yili; Starbucks; Lenovo; JD; Canon; moto; Pepsi; FAW Group; vivo; Uniqlo; CATL; Ford; xiaopeng; ANTGROUP; XREAL; Xiaomi; and Volkswagen. As always, the firm’s strength in the digital realm and its willingness to invest in new technologies fueled its performance.

People & Culture

While founder Oscar Zhao continues to serve as chairman, Pan Fei, CEO, is responsible for the strategic planning, operation, and management and has led the firm’s digital transformation and overseas business, supported by president Bin Luo and a strong cadre of indigenous leaders, most of them home grown. The firm is “devoted to creating a safe, orderly, diversified and inclusive working environment,” an issue Xhao has repeatedly championed internally and externally. Culturally, the firm has promoted itself as a place where local talent can thrive, a positioning reinforced by the firm’s willingness to rapidly promote young talent.

Thought Leadership & Work

As much a marketing technology company as a traditional public relations firm, BlueFocus has taken the lead in areas such as the metaverse and AI. Recently, the firm has introduced AI² Strategy, launched its BlueAI marketing industry model, continuously explored new marketing technologies and methods, and created a new production model for “AI+ content.” As for creative work, BlueFocus Digital Marketing has won awards for its innovative use of AI for the "Under Amour: Listen, Don't Run" campaign, and for its social media campaign "Ramen Fan: A bucket of instant noodles has made 3 million ‘rich people’ emerge in China." In addition, the firm’s work for Lenovo Yoga has been recognized in our IN2 SABRE competition.

— Diana Marszalek

Communique (Korea/Independent)

Backstory

Since its launch in 2002, Communique has grown into a $14m company doing client work in PR, social marketing, events, film production and influencer marketing. Offering custom built comms programs, Communique is as ready to leverage traditional media as the newest thing in digital depending on what works best for clients. Yet Communique’s digital prowess is unmistakable given the success of its work for clients across sectors, often created with cutting edge tools and facilities like its in-house film studio. All of which, however, rides on Communique’s strategy of team members fully immersing themselves in brands — from their products to values and customers — to ultimately come up with the right fit.

Locations

Communique is based in Seoul and serves South Korea.

Performance

Communique capped 2023 as a $14 million company. The agency’s 83-person team serviced new business from Neopharm, Adidas, Innisfree, Coach, World Vision, The Bodyshop, Carrier, Binggrae, Korea Investment & Securities and Thermos Korea. They join a robust roster of existing clients including LG Evergreen Foundation, Coway, Shinhan Financial Group Hope Foundation, Shinhan Card, Shinhan Bank, Shinil Electronics, Ediya Coffee and Visa.

People & Culture

Communique strives to support the growth of its employees through its culture and services aimed at helping them achieve work-life balance. The agency had made its building in Seoul’s trendy Yongridan a place where employees can take a break or brainstorm, with a café, bakery, rooftop space and basement lounge. All with pets allowed. Every year, Communique runs an academy for employees featuring outside speakers and the likes of AI and business etiquette training, as well as workshops throughout the year. Perks include financial help with travel expenses during vacations, the cost of outside coursework and fitness programs. Communique employees even have a side hustle; the agency sells its PR tools through its own e-commerce site, Maison Rhea.

Thought Leadership & Work

Communique digital innovation showed in some of its best 2023 work such as its support of Shinhan Bank. As the bank’s digital PR partner, Communique focused on sharing financial information in easier, more interesting ways via social media. The agency created the SOL Explorers, the characters representing Shinhan Financial Group on Instagram channel to create a friendly brand image. Communique’s Instagram communications for Shinhan used 2D, 3D and clay animation. Other highlights of the year included the YouTube channel Communique built for Ediya Coffee featuring a an Ediya part-timer, Mate. The agency ran a viral marketing campaign to support the launch of a new product from derma brand Amorepacific Illiyoon.

— Diana Marszalek

ERA (Southeast Asia/Independent)

Backstory

Our 2022 Creative PR Consultancy of the Year and 2019 New Agency of the Year, Era was born through the March 2019 merger of leading Myanmar PR firm Echo and digital agency RevoTech, ushering in the concept of integrated communications in Myanmar. The goal: combining traditional PR and technology to develop integrated campaigns that enable clients to better, and more creatively, reach today’s complex and connected consumers. The idea worked, and three years in Era was a $2 million company, making it Myanmar’s largest agency. That success, however, was rocked in 2021 when a military coup deposed Myanmar’s democratically elected government. In the time since, Era changed course by expanding across the Indochina region with offices in Vietnam, Thailand, Cambodia and Laos, as well as its headquarter operation in Singapore and Myanmar. “Our mission now is unchanged, to put our region and markets on the map by doing the world-class communications we are capable of and build/contribute to the responsible growth,” Era says.

Locations

Era is headquartered in Singapore with operations in Vietnam, Thailand, Cambodia, Myanmar and Laos.

Performance

Era’s fee income was $1.3m in 2023, a year agency leaders spent focused on operational stability than growth given the recalibration of the business following the 2021 military coup in Myanmar, its original base. Now operating offices in Singapore (HQ), Vietnam, Thailand, Cambodia and Laos as well as Myanmar, Era saw internal assessment and restructuring last year, positioning the agency for growth in 2024. Era’s expertise are in crisis, issues and reputation management, brand building/development, public affairs, digital experience, integrated communications and social impact/purpose work for corporate communications clients. The firm’s 74 employees handled new business from APAC International Spirits and Wine Association, Pernod Ricard APAC, Yandex, Zuellig Pharma, Lao Beer, Prudential, GoPro, Royal Enfield, ThaiBev, Corona, DHL and Gucci/Burberry, which joined existing clients Microsoft, Manulife, Samsung, Huawei, Abbott, Unilever, Mastercard, Unilever, foodpanda and KFC.

People & Culture

You can’t overstate the commitment to people Era has shown throughout its history, shown internally through its commitment to employees and externally through its activist bent that includes everything from supporting next-gen talent and funding the release of detained journalists to calling on the international community to continue to do business in Myanmar despite the military regimes’ abuses. In 2023, Era launched its DEI report. The firm has a largely female management team (76%). Its commitments to diversity and inclusion include hiring practices for LGBT (11% of its team identifies) and Myanmar ethnic minorities or marginalized communities (Era’s workforce has Muslims, Christians, Buddhists, Atheists, Hindu staff as well as Malaysian, Burmese, Shan, Chin, Catalan/Spanish, Chinese, Caucasian and Indian ethnicities/nationalities). In 2022, Era set targets for 2023 to track representation in creative outputs for corporate and creative clients, set gender lens targets each year through a committee of senior women at the business which includes exploring women in director level positions and maintain and to celebrate diverse communities in the agency. 2023 saw the agency surpass its target of women in senior director level positions (67%).

Thought Leadership & Work

Era has a history of producing powerful work, and 2023 was no exception. The agency’s work for Manulife Myanmar, built around children singing a lullaby to anxious parents, has landed on five SABRE Award shortlists and already has won the marketing to men category. Other key work includes Era’s “Hold on a Minute” podcast for the United Nations Population Fund, managing a GoPro/Tourism Authority of Thailand campaign to boost travel and supporting Royal Enfield Thailand’s first push as a lifestyle brand.

— Diana Marszalek

Golin (IPG)

Backstory

The return of Darren Burns as Asia-Pacific president in 2020 has heralded a particular elevation in Golin’s profile and growth across the region, with revenues growing 27% over the past three years. From an agency that was once heavily reliant on consumer, Golin has repositioned and diversified its offering, with a booming technology practice now up 25% in 2023, and now accounting for 40% of the firm’s $17m in revenue. Consumer now accounts for 30%, alongside corporate (25%), and an emerging healthcare offering. Underpinning Golin’s transformation are market-leading creative and digital capabilities, which are clearly moving the needle for the IPG firm, best reflected by new products that better reflect Golin’s ability to innovate across Asia.

Locations

Golin has around 200 staff across the region in China, Hong Kong, Taiwan and Singapore, along with smaller teams in India, Indonesia and Japan.

Performance

Golin’s revenue grew 4% in 2023, a relatively slowdown after two consecutive years of double-digit growth, but getting the firm closer to the $20m barrier. In terms of sectors, technology led the way ((+25%), while healthcare doubled from a much smaller base. On a geographic basis, Greater China (+7%) was again the standout performer, thanks to a focus on technology, integrated marketing and corporate/public affairs in Beijing and Shanghai, and technology, corporate, healthcare and social impact in Taipei (+16%). Average revenue from the firm’s top clients grew 4.6%, from a roster that features such names as McDonald’s, Magnum, Disney, Texas Instruments, Micron Technology, LinkedIn, Qatar Airways, Moderna, JBL and Amazon. There was key new business from Uber, Lenovo, Hyatt Hotels, Cariad, Nestle, Merz, Johnnie Walker, AmorePacific, Carbios.

People & Culture

Burns’ has reshaped much of the leadership since taking charge, with Lydia Shen now overseeing Shanghai and Beijing, and Terry Chiang, Rafidah Rashid and Carol Yeung in charge of Taipei, Singapore and Hong Kong, respectively. In addition, chief creative officer Shouvik Mukherjee was elevated to a global EVP role. Golin also benefits from a relatively strong focus on culture, helping it land Best Agency to Work For honours in 2023. This includes a refreshed DEI focus across the region, more employee resource groups, and locally-focused mental health support — resulting in strong scores from its regular employee polling.

Thought Leadership & Work

There has been a noticeable uplift in Golin’s innovation offering under Burns, including the global creative intelligence unit overseen by Mukherjee, which brings analytics and AI tools to deliver stronger creative campaigns. Notably, Golin’s Singapore hub now creates products for the global network, including the Spark AI incubator and the Playbook 3.0 data-led planning approach. Campaign highlights included SABRE-nominated work Heineken and McDonald’s, further reflecting Golin’s innovative spirit in the region.

— Arun Sudhaman

Ogilvy PR (WPP)

Backstory

In Asia-Pacific, Ogilvy has built a formidable public relations offering (estimated at more than $120m) that not only led the way for the overall advertising group, but overtook US earnings sometime ago. And under Emily Poon, who became regional leader at the start of 2021, the firm has stepped up its transition into a thoroughly modern agency, blending a formidable digital and social media practice with strategic depth provided by its operations in Greater China (geopolitical counsel, sustainability and B2C creative and consumer advocacy), Southeast Asia (influence, social content and integrated marketing) and Australia (consultancy, public affairs, brand marketing and investor relations). A more cohesive network has embraced the opportunities of recent years to develop specific growth offerings, including AI, B2B, health, influencers, creators and ‘borderless’ reputation, demonstrating an innovative spirit that belies Ogilvy’s scale as the benchmark by which other international networks in the region remain judged.

Locations

There are approximately 1,000 staff working across 25 offices in 17 markets, giving it the largest regional footprint of the MNC firms, led by market-leading operations in Greater China (500 people), Australia (115), and Southeast Asia, India and a new operation in Pakistan (385 in total).

Performance

2023 saw growth of 11%, the firm’s third consecutive year of double-digit expansion. The global Coca-Cola mandate has undoubtedly helped, but there was also considerable multimarket new business, from Intel, Novartis, Xbox, Abu Dhabi Tourism, L’Oreal, Pringles, Friesland, Lazada and Nissan. In Greater China (+6%), Ogilvy pivoted towards areas that transcended geopolitical tensions, such as culture (Shaolin Temple and Abu Dhabi Tourism), sports (Xinhua Bookstore and Sportfive) and entertainment (Disney). A focus on ‘policy over politics’ also supported work for MNCs such as Amazon Global Selling and GE Healthcare, along with Chinese brands going global such as Shaoxing Rice Wine. Meanwhile, Ogilvy PR grew its Southeast Asian revenues by an estimated 24% in 2023, following on from 16% growth in 2022, eye-catching returns that validate not only the new ‘One SEA’ policy ushered in by Poon, but also the firm’s focus on content, influencer marketing and Islamic marketing. Influence, content and social revenue, led by its Vietnam and Philippines operations, grew by an estimated 39% in 2023 (driven by Google and Coca-Cola), while corporate reputation was up approximately 32% (including Amazon Global Selling and Changi Airport), and multimarket clients expanded by more than 25%, led by Coca-Cola, Amazon, Colgate, Resorts World Sentosa and Unilever. Key regional clients also include Intel, Samsung, Yum, Ford, OCBC, Amex, Sabeco and Abu Dhabi Media Office, while there was further growth from Aldi, Hoin Real Estate, Hisense, CBA and Snapchat.

People & Culture

The elevation of Poon has provided Ogilvy with renewed energy, supported by a long-tenured leadership team that features market heads Joe Yu (China), Richard Brett (AUNZ), Clara Shek (HK), Dieucam Nguyen and Linh Nguyen (Vietnam) and Abby Hsieh (Taiwan). James Baldwin arrived to oversee the firm’s crucial regional influence offering, while while Simon Webb leads the firm’s regional issues and crisis offer from China. Ogilvy’s leadership reflects its belief in Asians overseeing its operations, and most are women, reflecting a workforce that is 72% female, with the 30-for-30 Asia effort challenging female talent to reach their full potential. New research from the firm’s Philippines office is driving a broader inclusion focus, including a region-wide Inclusion Empowerment Committee, and there is Ogilvy’s usual extensive investment in training and development, including the pioneering Pacesetters programme for next generation leaders, along with diversity hiring pledges, a new disability platform and targeted internships for under-represented socio-economic groups.

Thought Leadership & Work

In tandem with its impressive product innovation around AI influence, creators, content and B2B, Ogilvy’s prolific thought leadership operation has been a key factor in the firm’s Asia-Pacific success, including new research into the ‘Secret Lives of Singaporeans’; customer trends, small business and women’s empowerment insights from the Philippines; and numerous events led by the firm’s leaders across the region. The firm’s focus on influence and creators also stands out, backed by global research and the development of the world’s first healthcare influencer for MSD. Campaign highlights reflect how Ogilvy’s work is among the strongest in the region, with no fewer than 54 Gold and Diamond SABRE nominations, including the Vaseline Derma Body Lotion initiative, and campaigns for the Thailand Capital Market Development Fund, Changi Airport Group, Colgate-Palmolive, Burger King, Lenovo, Taiwan Association of Obstetrics and Gynecology, Shanghai Science and Technology Elderly Service Center, Baidu and Rahat Bakers.

— Arun Sudhaman

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