MSLGroup rebrands Arc PR in Thailand

The move is the latest in MSLGroup's rapid expansion into Southeast Asia.

L-R: Songkran Sethesompobe, Glenn Osaki, and Karl Kongkham
L-R: Songkran Sethesompobe, Glenn Osaki, and Karl Kongkham

MSLGroup has established its footprint in Thailand by incorporating Arc PR Thailand into its network.

Effective immediately, Arc PR, also part of Publicis One, will become part of the MSLGroup network and operate under its brand. The announcement echoes moves MSLGroup made earlier in the year, when it incorporated Arc PR Philippines in June and Arc PR Sri Lanka in January.

Established in 2004, Arc PR is a full-service communications agency with an expertise in consumer PR. It has a range of local and multinational clients including Procter & Gamble, Volvo, Mead Johnson, PT Energy, and Singha Park Chiang Rai.

Karl Kongkham will continue to lead the shop, now known as MSLGroup Thailand, as its director.

"A market like Thailand is a tremendous opportunity for growth. MSLGroup has established its presence in the larger markets in the region, and we really want to focus on this part of the world," said Glenn Osaki, MSLGroup Asia president. "There’s so much growth, energy, talent, and interest from clients as these markets mature and develop."

As with the previous rebrandings in Sri Lanka and the Philippines, Osaki said the move allows MSLGroup to invest more in the PR side of what Arc has built as a shopper marketing and activation group by bringing the PR unit under MSLGroup’s wing.

"It’s a great situation and Arc has always been an agency I’ve admired for their great campaigns, clients, and talent," he said. "We know that PR is growing, and our clients are looking for teams that can provide those services. If we can invest more in PR in Thailand by building this unit under MSLGroup, then it’s absolutely the right strategy for us, and it’s a great way for us to expand our footprint."

Osaki said 2016 has been a highly successful year for MSLGroup in Asia, with the network filling some of the "geographic gaps" in Southeast Asia that have great potential. As well as the Arc PR ventures, MSLGroup acquired Vietnam-based Venus Communications in March.

"You’ll see this strategy continue in 2017 because it’s working well," he said. 

This story first appeared on campaignasia.com.

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