Brazen MENA expands into APAC, names general manager

Brazen MENA has officially expanded into Asia Pacific with the launch of offices in Singapore and Kuala Lumpur.

The expansion marks the Dubai-headquartered communications agency's entry into one of its fastest-growing markets as it looks to bring its reputation-led communications offering to brands across the region.

The agency said it has already begun building its client portfolio in the region, with maternal care platform Bosom among its first APAC clients.

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Brazen MENA, founded in Dubai in 2015, has represented more than 500 brands across sectors including luxury, hospitality, fashion, beauty, corporate and government. Its client roster includes Marriott, Abercrombie & Fitch, SKIMS, Hilton, Veuve Clicquot and Raffles.

The agency is also part of RAIYN, a communications network within News Group International, which also owns media intelligence company CARMA. According to Brazen, this enables clients to access integrated communications capabilities spanning strategy, creativity, digital and media intelligence.

Commenting on the expansion, Louise Jacobson, managing partner of Brazen MENA & APAC, said Asia Pacific represents one of the world's most dynamic communications markets.

"APAC is one of the most exciting regions in the world - fast-moving, reputation-conscious and home to some of its most ambitious brands. It demands cultural fluency, strategic depth and communications built on insight," she said.

"That is what we have spent more than a decade delivering for some of the world's most recognised brands, and that is what Tan and the team will bring to clients here," added Jacobson. 

The expansion also marks the appointment of Angeline Tan (pictured) as general manager for APAC, where she will lead the agency's growth across the region.

Tan brings close to two decades of experience across integrated communications, brand reputation and business growth. She most recently served as APAC regional business lead at Publicis Groupe, overseeing regional business strategy, operational models and workforce planning across multiple markets. She previously held the role of general manager of operations at Publicis Groupe Malaysia, following leadership positions at OLIVER Agency, Reprise Digital and Naga DDB Malaysia.

"In a region as diverse as APAC, the most powerful stories are shaped with both insight and cultural understanding," said Tan.

"Brazen has built its reputation on doing things the right way, with strategy, intelligence and genuine care for clients. Communications here needs cultural fluency and strategic depth, underpinned by real data. I am proud to lead the agency's next chapter in Asia Pacific," she added.

Brazen's expansion comes amid continued investment in Singapore's communications industry. Earlier this year, US-based Real Chemistry acquired Singapore's Spurwing Communications to establish a regional healthcare communications hub, while former R/GA executives launched consultancy CoInside to serve brands across Asia.

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