Ogilvy targets Mongolian market with local agency tie-in

Ogilvy has joined forces with Mongolian agency Breakthrough PR to build business in a country it says is 'a rapidly growing market'.

Ogilvy: joins forces with Mongolian agency
Ogilvy: joins forces with Mongolian agency

In February US bank Citigroup added Mongolia to its list of 'global growth generators' and the IMF estimates that, once large mines start full-scale production there, the sector could witness growth rates of more than 25% in the next three years.

Ogilvy PR North Asia president Scott Kronick said: ‘Mongolia is the new frontier for businesses looking for growth opportunities. We have many clients needing communications support in the country and after evaluating the market, Breakthrough PR was the firm closest to our culture and values.’

Ogilvy will work with Breakthrough PR on PR and public affairs accounts for companies operating in Mongolia and help them give Mongolian firms the opportunities for global reach. The combined strategy will also offer clients advertising, one-to-one marketing, media services and branding.

Breakthrough PR founder and director Betina Moreira Infante added: ‘We are witnessing increased demand for both domestic- and outbound-related communications services in Mongolia. This partnership gives us a larger platform of professionals, techniques and expertise to support firms here.’

The move is another example of a PR group looking to invest in emerging markets. In May Chime Communications’ acquired Brazilian firm Golden Goal Sports Venues.

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