Singapore’s independent integrated communications agency Asia PR Werkz has stepped up its global presence by joining international communications network IPREX as its sole representative in Southeast Asia. Marketing has reached out for additional comments and clarity on the partnership.
IPREX is a US$420 million network of communication agencies, with 1,600 staff and 110 offices worldwide working across the spectrum of industry sectors and practice disciplines. Asia PR Werkz will represent the SEA region including markets Singapore, Thailand, Indonesia, The Philippines, Vietnam and Malaysia.
Asia PR Werkz’s foray into IPREX’s network aims to pave way for the agency to open up opportunities and access to wider key markets across the United States of America, Europe, Middle East and Asia Pacific including India, Australia, Hong Kong, China and many more. The PR agency also recognises IPREX’s plethora of collaborative initiatives and global communication network of independently-owned agencies that makes it uniquely positioned to embrace the new era of communications that is not limited by borders or languages and welcomes diversity of thought.
In a statement to Marketing, an APRW spokesperson said the agency was approached by IPREX early this year as the latter was scouting for an ideal partner agency in this region and especially Singapore. IPREX was on the lookout for a “strong independently-owned communications or digital marketing firm in a certain market”. The IPREX network currently comprises of over 100 communications agencies spread across the globe, and will have no ownership of the agencies. IPREX only provides the global platform for agencies to collaborate.
As such, Asia PR Werkz is not owned by IPREX in any way, and have only joined as one of its members, and pays an annual membership fee.
According to APRW, it chose to join IPREX for access to wider key markets and like-minded agencies across the United States of America, Europe, Middle East and Asia Pacific including India, Australia, Hong Kong, China and many more.
With IPREX, APRW will be able to get access to a plethora of information (such as global case studies), meet like-minded agencies, understand and collaborate on similar issues agencies may be facing, training courses and opportunities for staff to get exposure to global markets, and more.
“Especially during a tough period like COVID-19, we believe independents like us need to rise in each of our markets and work cohesively with agencies similar to us. IPREX provides us a perfect platform to do this effectively,” she added.
On APRW’s end, the agency will be providing IPREX members with its expertise on Asia and Southeast Asia. The agency will be involved in conducting webinars, present local case studies at IPREX’s global events and provide its expertise to any of its members who need support in this region.
Anu Gupta, director (Global Markets), Asia PR Werkz said its clients here in the SEA region can now benefit from this global alliance and similarly, the agency is looking forward to bridging that gap between Asia and the rest of the world. “This pandemic has fundamentally changed the way we live, work and play. At a time when many agencies are hunkering down and just trying to weather the storm, we are looking outward, forward, and finding opportunities, for us and our clients, and we believe that’s exactly what IPREX provides. We are also extremely excited that this has come at the right time, as we gear towards our 25th year anniversary in 2021,” she added.
Since 1996, Asia PR Werkz has grown exponentially and built a strong portfolio of clients across diverse areas such as government, public affairs, consumer goods and services, education, hospitality, travel and tourism, startups, charities and non-profit, among many others. The agency recently opened its first overseas office in Indonesia.
Meanwhile, Xavier Prabhu, IPREX Asia Pacific regional president said the addition of Asia PR Werkz is a shot in the arm for IPREX in the region as it now has a “terrific local partner” in Singapore, a major regional business and financial hub.
“Having a new partner onboard during a challenging time like this is a great testament to the value IPREX delivers to its members,” he said. Prabhu is also the founder and managing director of IPREX’s partner PRHUB IMC, which is a PR consultancy in India. IPREX has evolved from a PR network into a global platform where clients and partner agencies find resources from around the world to deliver successful responses to communication challenges.