Ellerton & Co. elevates leadership trio amid rapid expansion across Asia

Ellerton & Co. Public Relations has unveiled a major leadership evolution as the independent strategic communications and integrated marketing agency accelerates its regional expansion across Greater Southeast Asia and beyond.

Founder Oliver Ellerton (pictured left) has stepped into the role of managing partner, while Michael de Waal-Montgomery (pictured centre) and Prayaank Gupta (pictured right) have been promoted to partners. The changes are designed to strengthen executive oversight and create clearer pathways for senior talent to move into leadership positions as the agency scales.

The leadership transition comes amid strong growth momentum, with Ellerton & Co. more than doubling year-on-year revenue, driven by multiple retainer wins across Greater Southeast Asia, its entry into India, and the launch of Ellerton Creative Studio. The agency now operates with around 30 consultants across Singapore, Vietnam, Indonesia, the Philippines, Malaysia, Thailand, India, Hong Kong and Japan.

Don't miss: Ellerton & Co. turns its focus on the Philippines with new senior hires

Ellerton said the move signals a longer-term commitment to scaling the agency while retaining its boutique positioning.

“This is more than a title alignment; it is a commitment to the next decade of Ellerton & Co. With a team of over 30 consultants across Asia, we are in a dynamic phase of conscious growth, upskilling our people, injecting new experiences and skills, and raising our game every single day," said Ellerton.

"By evolving our leadership, we are building on the boutique agility and elite standards we’ve upheld since 2014 and positioning the firm to lead the next chapter of our growth,” he added.

Gupta, now partner, highlighted the agency’s commercial and strategic gains over the past two years. This includes expanding both our top line and profitability while elevating the quality of its counsel, talent and results delivery.

"In an industry disrupted by AI, we’ve stayed sharply relevant by doubling down on human insight and creative excellence. Our strengthened partner structure positions us to lead complex, multi-market strategies with a level of reach and local expertise that few independent agencies can match,” he said.

Meanwhile, Michael de Waal-Montgomery, who leads the firm’s AI initiatives and oversees dedicated AI talent hires, said the evolution is also about embedding innovation into the agency’s growth strategy.

“As we scale rapidly, this leadership evolution keeps innovation at the core of everything we do. I am personally driving our AI offerings and building a specialist team of AI hires to fundamentally change how we deliver value and results for clients, blending technology with authentic, human-centred storytelling," said de Waal-Montgomery.

"In an era of exponential noise driven by AI-generated content, brands must work harder than ever to stay relevant and break through. That’s why I am personally preparing for the singularity: to ensure Ellerton & Co. remains not just competitive, but well ahead of the curve for our clients and the industry,” he added.

Recent momentum at the agency includes the launch of Ellerton Creative Studio, which focuses on integrated creative, branding and campaign execution. 

The new division reflects the agency’s recognition that brand narratives are increasingly consumed across digital and offline touchpoints. According to the agency, the Creative Studio brings creative, content, and digital disciplines under one roof, ensuring consistency and precision from strategy through execution.

It will also offer capabilities across branding and identity, multimedia production, digital design and strategy, and advanced copywriting, bridging the gap between PR strategy and creative execution.

It also comes alongside geographic expansion into India and strengthened operations across Japan and Southeast Asia.

The agency has also secured major client wins, including VFS Global (ASEAN) and Ethiopian Airlines, while expanding its portfolio across DeFi, AI, B2B tech and hospitality sectors.

Be part of #Content360 Singapore, 22–23 April 2026, where creativity and culture collide. Explore how AI-driven storytelling is shaping the future of content, gain practical insights, discover new tactics, and learn how the best in Asia are creating campaigns that truly resonate. 

Related articles:   
Ellerton & Co. nabs new executive director to drive SEA expansion   
WPP reportedly explores sale of PR arm Burson  
What can advertising re-learn from PR?