SINGAPORE—Singapore PR firm CommunicationsDNA is closing after eight years in the market, Mumbrella Asia is reporting.

The agency’s managing director Leela Jesudason told Mumbrella that the company had struggled to keep up with the changing needs of clients and would be ceasing operations in its current form.
Jesudason bought a stake in the company in 2006, three years after it launched, and calls time on almost five years running the business.

She said that the agency may open again in the future under a new name and with a different business model.

“PR agencies have to provide a suite of services to achieve a client’s objectives these days. You can’t just offer PR in its traditional form anymore,” she told Mumbrella. “Clients want digital marketing capabilities from PR agencies, they don’t just want PR. It is such a different world now compared to just a few years ago.”

Jesudason, who in her career has worked as an editor, marketer and business owner, said she would be taking a break from the industry to evaluate her next move. 

CommunicationsDNA’s clients include Net-a-Porter, Mont Blanc and Lend Lease. Among the agency’s recent campaigns was the communications around the Singapore Jazz Festival.