FleishmanHillard boosts APAC practices with new hires

New talent across Japan, Hong Kong, Korea and Southeast Asia will help boost agency's content marketing services, at the same time as launching a new brand media platform.

Kuniyoshi Mabuchi, John Saunders & Hiroyuki Abe
Kuniyoshi Mabuchi, John Saunders & Hiroyuki Abe

FleishmanHillard has made a raft of changes across its Asia-Pacific practices in a bid to further integrate its content delivery and strategic consultancy services, including the hiring and promotions of several executives.

In Japan, the agency has hired digital marketing specialist Kuniyoshi Mabuchi as senior vice president and partner in charge of the digital group.

Formerly head of Ogilvy One and Neo@Ogilvy in Japan, Mabuchi also founded digital agency Profero Tokyo and was general manager at TribalDDB Tokyo from 2009 to 2012. He has particular expertise in digital advertising, analytics, technology, marketing and creative.

"In his 15 years of top digital agency management experience serving the world‘s best brands, Mabuchi-san understands the power of continuous reinvention in Japan by building better and better platforms for the constantly evolving needs of the market," said Shin Tanaka, group president of FleishmanHillard in Japan.

Mabuchi will also be executive producer at Fleishman’s newly launched FH Brand Journalism Center in Tokyo. An integrated comms hub and real-time newsroom with a dedicated studio, the centre will advise brands on creating their own media from a journalistic standpoint.

Digital journalist Hiroyuki Abe has been appointed editor-in-chief of the centre. A highly experienced former television news anchor, Abe has worked for Fuji Television Network, including as its New York bureau chief.

In Singapore, Min Mei Foong has been promoted to a Southeast Asia role as account director for digital engagement, to support the five offices Fleishman has in the region.

In addition, Manoj Nair, senior research analyst for digital engagement, will also take on a Southeast Asia role. Nair helped establish Fleishman’s FH 2020 social media crisis methodology.

At the same time, Michel Mommejat, regional head of digital engagement, is leaving the agency to relocate for a new role.

Furthermore, in Malaysia, Benjamin Tok has joined Fleishman as vice president, social media. Prior to joining, Tok was at Leo Burnett/Arc Worldwide for five years, working on social media-based campaigns across various sectors.

Sue Jang has been appointed head of digital engagement for Fleishman in Korea. She joined the agency in 2009 and has experience building digital comms strategies for a range of brands.

Lastly, in Hong Kong, Fleishman’s sister agency BlueCurrent has hired Helena Iveson as a senior writer. Iveson charged with creating content for Fleishman’s FH ContentWorks platform, which BlueCurrent serves as a hub for in Asia-Pacific.

Lynne Anne Davis, FleishmanHillard APAC president, said: "Our clients are rising to the need to engage their brands more directly with consumers real-time.

"We have invested in bringing together strategists, analysts, creative and social content creators in hubs across Asia that are integrated worldwide to create brand narratives delivered locally, regionally and globally."

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