SINGAPORE: UK PR firm W has launched a full-service agency in Singapore in a move it describes as a major step towards establishing a global independent network.
W, which employs over 60 people in London, says it seeks to bring its philosophy of ‘creative commerce’ to the Singaporean PR landscape – offering "strategic content-driven creativity combined with bottom-line business value."
It hopes the Singapore office will be an outpost for European and US businesses looking to establish their brands in the market, as well as an on-the-ground presence for local enterprises looking to launch or expand their reach in the APAC region.
W’s Singapore office will be led by Annabel Fox, who will take up the role of managing director. She was a founding director of W’s London operation, before heading out to Asia to develop PR experience in the region.
Founding clients in Singapore include Microsoft-backed global ad tech outfit AppNexus, UK street food restaurant MEATliquor, for which the agency won a recent PRWeek Aaward, and Asian entertainment group Attica.
W’s current UK and international client list includes Levi’s, L’Oréal, W Hotels, Hendrick’s Gin and Unilever. The agency expects to make further Singapore client announcements shortly.
The Singapore office will become part of the London headquartered agency's growing global network; the agency has also been active in Amsterdam for several months.
Warren Johnson, founder and CEO of W, said: "This is the next step in the evolution of W, and we are excited to be launching in a such a multi-cultural, cosmopolitan city, renowned for its world class infrastructure. As one of the key media centres in the Asia-Pacific region, Singapore’s culture of entrepreneurial creativity, and its reputation for attracting maverick brands and start-ups, make it a natural home for W. Today’s news marks an important step towards our ambition of becoming the first truly independent global creative network."
Fox added "After spending the last few years in Southeast Asia working in the entertainment, media and hospitality sectors, I have seen Singapore’s commercial presence flourish alongside its arts and cultural scenes. This is a really exciting time for Singapore so I can’t wait to head up the team for W here, and after three years away it’s great to be back in the W fold."