PRecious Communications has appointed Arundhati Saha as Director of Strategic Consulting to lead the agency’s new technology practice, PRecious EDGE. In her new role, Saha will be responsible for providing high-level guidance to PRecious’ growing portfolio of global, regional and local technology brands. These include AppsFlyer, Princeton Digital Group, and Tech Data, among others.
In a conversation with INTERACTIVE-MARKETING, Lars Voedisch, Managing Director of PRecious Communications, said the strategic expansion of the team and the appointment of senior executives reflect the agency’s commitment to building its capacity as an integrated communications agency for the region. of Greater Southeast Asia. “I am thrilled to work alongside Saha to elevate our PRecious EDGE team to greater heights in all markets, as she brings strategic insights, creative execution and true thought leadership experience to the team,” said he added.
Saha has been in the industry for nearly two decades, having worked with a host of brands such as Canon, Hitachi and Savvis. She also has expertise in stakeholder management, sustainability and corporate reputation. She was previously at Iris Singapore as PR Manager, where she led Nespresso Singapore’s communications strategy and execution with other accounts. She also worked closely with the management team to increase brand awareness and the reputation of the agency.
Previously, Saha led the Havas Group’s regional marketing and communications strategy. While there, she worked on a host of brands spanning verticals such as technology, logistics, education in India and Singapore at PR agencies as well as in-house. She also previously worked with OMG APAC, where she most recently served as Director of Marketing Communications.
PRecious Communications said in a statement that Saha’s belief is that every brand, no matter how abstract, has a story to tell and great content brings it to life. Saha said, “The transformative difference that technology is bringing to businesses and the ability to communicate these stories is extremely exciting. PRecious Communications has a well-established expertise in this sector.
In addition to PRecious EDGE, the agency also operates three other practices: PRecious INC provides high-level business consulting, PRecious LIFE supports lifestyle and consumer brands, and PRecious SPARKS serves start-ups and corporations. growing investment. All four practices were launched in 2020.
PRecious Communications recently bolstered its team with several notable industry recruits. The agency recently had José Raymond as Director of Strategic Consulting in February of this year. He now leads the PRecious INC practice. Raymond has worked in the public service, NGOs and companies where he held various management positions. Meanwhile, he also appointed Joel Cutinho as PRecious EDGE Senior Manager.
In December, PRecious Communications added three new leaders to its regional team to help grow the agency. Daniel Tan has been named associate director of PRecious Sparks. At the same time, he appointed John Paul Palileo as the agency’s creative director and Georg Ackermann as the new content manager. The agency has also named Mya Kay as senior director of its consumer arm, PRecious Life. Kay brings with her more than eight years of experience in the media and advertising industry, according to her LinkedIn. She was previously Social Media Manager at TBWAGroup Singapore and prior to that worked with One9ninety for three years.
Last August, the agency signed on a range of consumer clients, including Guocoland Singapore, Tiger Brokers, Ziptrak, Pan Pacific Hotels and Resorts, Nippon Paint, Traveloka and Poh Heng. He also won his first retainer accounts in the Philippines and Vietnam late last year. According to PRecious Communications, it is seeing strong demand for financial communications and investor relations in addition to B2B tech PR and is building its specialist teams to meet this. At the same time, more and more brands want to embark on sustainability initiatives. To this end, it also reinforces our agency’s strength in ESG communication. This led the agency to record almost 50% annual growth in Asia-Pacific last year.
Voedisch said, “We have entered a decade in Southeast Asia defined by a booming digital economy, the rise of e-commerce, high mobile engagement and internet penetration. The region has undoubtedly become an interesting inflection point for innovative brands, including fast-growing unicorns and superapps such as Shopee and Gojek, among others.
“With strong deal momentum in recent years, we are seeing strong demand for financial communications and investor relations in addition to B2B technology PR and we are building our specialist teams to support this. As we also see more in addition to brands willing to embark on sustainability initiatives, we are also building our agency’s strength in ESG communications,” he said.
In addition to aggressively expanding its capabilities and capabilities, the agency is also considering investments in people, expertise and technology – further expanding its practices, partner networks and specialist teams, and possibly joint ventures. or acquisitions. It also aims to increase the Asia-Pacific workforce to 100 people by the end of 2022 and 200 people by the end of 2025. The agency spokesperson said INTERACTIVE-MARKETING that he is currently on the right track to develop his team. It currently has 70 people throughout the region.
“Brands and companies are shifting their focus beyond simple brand awareness and conversion, and opting to play the long game by championing goal-driven initiatives such as ESG, diversity and sustainability. In this context, PR is seen as an accelerator for sparking meaningful conversations around We are witnessing a new era of integrated communications, where PR is seen as complementing content marketing and social media campaigns to boost audience engagement,” Voedisch said.
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