FleishmanHillard strengthens regional presence with new office in Bangkok

The US-based company also named industry veteran Sophis Kasemsahasin as senior vice president and general manager of the new office.

The expansion will boost the agency’s offering in the fast-growing region, which already featured FleishmanHillard-owned operations in Singapore, Malaysia, the Philippines and Indonesia.

President and CEO Dave Senay described Thailand as an important hub for international trade and a gateway to the Asean Economic Community (AEC), which will be implemented in 2015. It made good business sense, therefore, to establish a wholly owned office in the market. 

The company has seen a great opportunity to lead the communications industry in Thailand by providing a differentiated service that combines digital with integrated communications solutions, he said, adding that the powerful combination of the two will help companies to build corporate reputation and engage consumers via the latest online and offline media.

“Asia-Pacific is currently the fastest-growing market in the world for the communications industry. The region now contributes about 10 per cent of our global billings. And if the region continues to grow at this current rate, the contribution from Asia-Pacific will be increased to between 15 and 20 per cent within the next five years,” said Senay.

Lynne Anne S Davis, president and senior partner for Asia-Pacific, said the region is expected to post a 16-per-cent increase in the company’s billings this year, which is double organically over the past five years, particularly from major communications services such as brand marketing, crisis management, social and media integration, and public affairs.

Since 2008, the company has opened seven new offices in the region, and the billings provided by the top-10 Asia-based clients are up by 38 per cent so far this year, she said.

“The launch of our Thailand business is an exciting milestone in our regional growth strategy, as we now have five fully owned offices across Southeast Asia. This is an exciting time to start a business in Thailand. We see clients demanding the integrated communications solutions that our Bangkok office is uniquely set up to deliver,” said Davis.

For Southeast Asia, FleishmanHillard expects to achieve 30-per-cent growth in billings this year and 28-per-cent growth in 2014, according to Beth Boswell, managing director for Southeast Asia.

FleishmanHillard has 80 offices in 29 countries around the world, and provides communications services, including brand marketing, digital, media relations, public affairs, reputation management, research and analytics, social, and strategic integration. 

 

Wide range of clients 

The company also serves clients in a wide range of industries: consumer products and services, energy and utilities, financial and professional services, food, beverage and agribusiness, healthcare, manufacturing and industrials, public sector, and technology.

“About two-thirds of our top 200 clients operate in more than one region of the world. This is twice what it was six years ago,” said Senay.

The company chief also detailed what he saw as six key drivers of change in the communications and public-relations industry. 

First, the rise of new global brands, which have not come out of the US, but are from Asia-Pacific. There are currently hundreds of brands in Asia-Pacific that will become global brands in the next 10 years. Having a global network is, therefore, crucially important at the moment in providing consistent quality around the world, he said. 

Second, the rise of social engagement, as nothing happens today unless people share information. 

Third, the rise of reputation, which will become the real force in the market. Brand and reputation have to work together very closely, he said. 

Fourth, the rise of strategic integration across “PESO”, which defines different channels of media, comprising paid, earn, share and own media. 

Fifth is data, analytics and insights, which are crucial to understanding why consumers do what they do.

The final key driver of change is innovation and creativity.

Sophis Kasemsahasin, senior vice president and general manager of FleishmanHillard Thailand, who has more than 15 years of experience in PR and marketing communications, said the company had seen many insights and opportunities in the Kingdom, driven by the rise of the middle class, the increase in mergers and acquisitions, and the upcoming implementation of the AEC.

“About 65 per cent of the population in Thailand are the middle classes, with Bt15,000 per month in first-entry income level on average. Thailand has also recorded US$14.7 billion [Bt465 billion] in merger and acquisition activities this year, 66 per cent more than Malaysia, the second-busiest country in this region,” said Sophis.