INTERNATIONAL: JP Morgan Chase bolsters Asia-Pacific area comms

SINGAPORE: Global investment bank JP Morgan Chase & Co is pitching for PR support in Korea as part of a plan to bolster its communications in Asia-Pacific.

News of the pitch comes as JP Morgan announces it has also hired Ogilvy PR Worldwide across four south-east Asian countries and Burson-Marsteller in China.

'We didn't have a PR person on the ground in China or south-east Asia, so we are using a "hub and spoke" system where we call on outside PR professionals to assist us,' said JP Morgan Hong Kong-based regional director of marcoms Peter McKillop.

McKillop confirmed B-M and Ogilvy PR had pitched for the south-east Asia business which includes Singapore, Malaysia, Thailand, the Philippines and Indonesia.

'We have the largest number of bankers and the whole suite of products and services (but) the bad news is that this message wasn't getting out,' he said.

'We don't think the profile we have been getting matches the size and scope of our business,' he added.

Ogilvy financial practice director Mike Liew heads the account and cited the remit as corporate positioning and media relations.

The aim was also to position JP Morgan as a 'thought leader' - arranging media interviews and public speaking engagements for its top executives.

'The media has not known how to access them, so our role is to open doors for the press,' McKillop added.

This is the first time JPMorgan has tasked a consultancy on retainer in China, although Golin/Harris Forrest previously handled the south-east Asia account.

Golin Harris continues to handle project work for JP Morgan in Hong Kong.

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