SINGAPORE — Microsoft Asia is understood to be rethinking its PR agency arrangements after key incumbent IN.FOM resigned its role on the business, the Holmes Report has learned. 

The development comes five years after IN.FOM expanded its Singapore remit to include regional duties for Microsoft, which now includes the Asia-Pacific assignment, analyst relations and Xbox. The firm's role as Singapore AOR, which it has held since it was newly founded in 2011, remains unclear.

IN.FOM's rapid growth since it was launched by Mike Liew and Voal Voal Wong owes much to its Microsoft relationship, which has helped to underpin the firm's growth to US$4m in fee income and recognition as the Holmes Report's Global Technology of the Year.

Microsoft Asia communications director Andrew Pickup, who is leaving the company in July, declined to comment, as did IN.FOM co-founder Mike Liew.

However, sources familiar with the situation noted that Microsoft is sounding out agencies for credentials as it reconsiders its regional agency support. Other agencies that Microsoft works with in the region include Ogilvy in Australia, Edelman in Malaysia, H+K Strategies in Thailand and China, and Weber Shandwick in China. 

Separately, it is understood that Microsoft China is conducting its regular review of its PR agency support, which is handled by Current Global and H+K Strategies.