Allison-Partners has got off to an auspicious start in Singapore. They won a contract with Plaza Singapura in July days after opening an office and appointing Serina Tan as the agency’s new local head (vice president). "Our goal is to help Plaza Singapura connect and engage with media and bloggers meaningfully and relevantly," she told PRWeek. The contract will see Allison+Partners manage all its media, community engagement and blogger outreach activities.
"The biggest challenge lies in engaging the media and bloggers with content and activities that are appealing and relevant to each of them." She believes PR firms should move away from one-size-fits-all pitching and develop more effective processes for one-to-one media and blogger relations.
Plaza Singapura is one of the largest malls along the famed Orchard Road shopping belt. The nine-storey mall offers a mix of contemporary fashion, dining, entertainment and lifestyle needs.
Tan is charged with client service, business development, increasing the agency’s brand awareness in the region. She has ambitious targets. "Currently we have two team members in Singapore with plans to expand the team to ten within the next 12 months".
Co-founder and COO Andy Hardie-Brown plans to double the headcount in Asia, which currently stands at 22. The agency is looking at further expansion in China and hopes to open an office in Hong Kong in Q1 2015. The region rakes in about $3 million and accounts for nearly 10 per cent of Allison’s global revenues.