Based in Singapore, Raskin’s role is to explore new methods of staff development to help inspire them to produce outstanding creative work for their clients. This will involve building out the agency’s new learning management system as well as finding innovative new ways to deliver short-form content, in addition to the more traditional workplace- and classroom-based learning.
He has been a lead trainer in the past and in recent years has developed and delivered around Asia a number of standalone workshops on media interaction, crisis communications, social media, digital online profile development, messaging, leadership and management and gamification. "So in a way, training has been a secondary role of sorts for me for quite a while, and now I'm just shifting focus and putting it center stage," he told PRWeek.
Raskin’s appointment is an example of Golin doubling down on its g4 strategy, which has seen the company transform itself into teams of specialists as opposed to groups of generalists.
"People often talk about the lack of talent in Asia," said Jonathan Hughes, International President at Golin. "While sometimes that’s the case, really the truth is that much more can be done to unlock the talent within existing teams, and that’s exactly what Phillip is here to help us do."
"I'm really here to bring g4 to life in Asia, and to train our people on some of our essential skills and differentiators like BrandStory, BrandVoice, DeltaSet and other methodologies that Golin uses to develop more creative and impactful approaches for our clients. Asia doesn't get enough credit for its creativity – there's a lot of great ideas going on here that can be focused and channeled – and in this role I aim to help our people do just that," Raskin told PRWeek. "Creativity in communications is no longer just for consumer clients or events but is increasingly essential for corporate and even B2B outreach as well..." he said." With the connectivity and mobility that we see all around Asia, we're also looking at creative ways to use technology, particularly mobile devices, for ourselves internally as well as for our clients."
In addition to his duties with Golin, Raskin will work at a group level to support learning and development across the other CMG brands. Prior to joining Golin, Raskin was the Singapore managing director for Australian technology PR agency Spectrum Communications, and has worked in Asia, Europe and the US.