CASETiFY picks new PR agency in Singapore

CASETiFY has appointed Access Communications as its official public relations agency in Singapore. The agency will manage all local media engagement for the brand, acting as the main point of contact for press materials, interviews, and enquiries.

In conversation with MARKETING-INTERACTIVE, CASETiFY said the appointment was driven by Access Communications’ strong understanding of the Singapore media landscape, strategic PR expertise, and track record in building culturally relevant brand narratives. The agency’s ability to translate global brand stories into locally meaningful engagement also factored into the decision.

Over the next 12 months, the partnership will focus on strengthening CASETiFY’s brand visibility and relevance in Singapore, deepening engagement with media and key opinion leaders, and supporting major product launches and brand initiatives. This includes reinforcing CASETiFY’s positioning at the intersection of technology, fashion, and self-expression.

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Access Communications will support ongoing and upcoming product launches, limited-edition collections, and brand campaigns in Singapore, overseeing PR strategy, media engagement, and storytelling across key brand moments throughout the year. Specific details will be announced in due course.

Locally, CASETiFY will be positioned as a design-led, culturally relevant lifestyle brand aimed at a style-conscious, digitally savvy audience. While aligned with the brand’s broader APAC direction, the Singapore strategy places greater emphasis on the city’s role as a trendsetting and creative global hub.

Beyond traditional press outreach, Access Communications said it is open to collaborating with local creatives, cultural platforms, and key voices to create more immersive and meaningful brand touchpoints. CASETiFY also plans to explore localised activations and Singapore-first initiatives that reflect the market’s unique culture, creativity, and consumer landscape.

The move follows Access Communications’ recent appointment as PR agency for French jewellery house Chaumet in Singapore. The partnership focuses on spotlighting the Maison’s contemporary craftsmanship and enduring innovation as it strengthens its local presence.

It also comes amid CASETiFY’s growing focus on pop culture collaborations. For Star Wars Day on 4 May last year, the brand unveiled a collection inspired by the Rebel Alliance, Galactic Empire, and fan-favourite droids C-3PO and R2-D2. Rather than relying on one-off drops, CASETiFY pairs iconic IPs with emerging artists and cult labels to keep demand consistent.

Recent collaborations showcase this strategy in action. The "Oatside x CASETiFY" back-to-school range blended playful designs with customisable tech accessories, while a partnership with Malaysian artist Chow Hon Lam introduced Buddy Gator, a locally inspired character, through cases and social media activations. According to Beatrix Wong, head of new markets at CASETiFY at the time, each collaboration undergoes a vetting process to ensure brand alignment, shared audience appeal, and cultural relevance.

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