The Jolt: Crocmedia bares its fangs

Singapore - Crocmedia has thrown down the gauntlet to the local PR market, with the Australian-owned PR agency picking up new business and planning for aggressive growth throughout Asia, recession or not.

Crocmedia Singapore has had its contract extended with AC2 International, to cover all of its food and beverage projects, adding to its growing client list that now includes the likes of luxury brand Dragon Blaze, Rubicon Reserve Wines and Simply Aesthetic.

The agency opened its Singapore office almost a year ago, and has offices in Melbourne, Chicago, New York and Los Angeles.

Craig Hutchison, founder and CEO of Crocmedia, said there is "too much doom and gloom" in the market at the moment and believes it's a good time to be in PR in Asia.

"If your service offering is strong, you'll do OK," he said.

"I'm an optimist. The best time to spend on PR is in a recession."

Hutchison described Singapore as a "tough" PR market but is confident about the local industry and plans to expand across Asia in the next few years.

"I think there's room for everybody," he said.

"Our focus in narrow. Our strength is our flexibility. We're not just a PR agency."

Hutchison said Crocmedia has changed from being a standard PR shop to having a celebrity network, a content production and distribution business as well as media training facilities and owning a news and picture agency based in LA.

Hutchison said companies need to adapt and adjust with the changing marketing and economic landscape.

"Content is key, you have to change with the times," he said.

Crocmedia Singapore has eight staff and is headed by general manager Marina Mathews.