INTERNATIONAL NEWS: APCO thinks 'glocal,' expands abroad

WASHINGTON, DC: APCO has opened up shop in Johannesburg, South Africa, and Jakarta, Indonesia, increasing its presence in countries with emerging economies.

WASHINGTON, DC: APCO has opened up shop in Johannesburg, South Africa, and Jakarta, Indonesia, increasing its presence in countries with emerging economies.

WASHINGTON, DC: APCO has opened up shop in Johannesburg, South Africa, and Jakarta, Indonesia, increasing its presence in countries with emerging economies.

'We need to be in places in support of our multinational clients on the ground,' said APCO president and CEO Margery Kraus. 'If they were easy-to-understand, risk-free markets, they wouldn't need us to provide strategic services.'

PR firms, she said, need to go 'glocal,' meaning they should gain an understanding of local environments and use it to better facilitate their clients' corporate positioning and market entry strategies.

Heading the new Indonesian office is Hans Vriens, who had previously been a VP for APCO's Hong Kong office. Former Citibank economist Fauzi Ichsan will be a vice president at the firm.

Indonesia offers just the challenging situation that Kraus discussed, with economic problems, corruption and political unrest.

Although Indonesia's per capita income is estimated by Masters to be in the dollars 600 range, there is potential for investment because of the vast population and rich natural resources.

APCO's African launch has been made possible through a joint venture with South African PR firm Arcay Corporate Communications.

The country offers a similarly tough mix of circumstances to Indonesia for communicators, with its deep divisions between classes and problems such as AIDS and high unemployment.

APCO is also opening offices in Berlin and Jacksonville, FL.





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