SINGAPORE—HootSuite, the social media management company, has appointed Ogilvy to handle its public relations as it looks to raise its profile across Asia Pacific, reports Mumbrella Asia.

HootSuite, which launched in Asia last year led by former Ogilvy, Yahoo! and XM executive Ken Mandel as CEO, is also searching for an online performance agency, but has no plans to hire a creative or media agency.

Mandel, who is adding nine staff this month as the company ramps up its Asia-Pacific presence, told Mumbrella: ”We have regional ambitions. We needed a regional agency with presence on the ground where we don’t.”

Ogilvy PR emerged the winner after a pitch involving two other agencies.

“Ogilvy had some strong ideas, they understood our business and they understand social,” said Mandel.

“We’re taking Asia very seriously. I know what it takes to succeed in a very fragmented region – you can’t bite it all in one go. This is a build year for us. We’re looking to expand our team and develop a strong presence in stages,” he said.

HootSuite has clients including Jetstar Airways, the City of Sydney and Australia Post.

Mandel added: “We have one simple goal for the region. To be the most Asia-centric social media software company in the region.”