It's called many things by many different people, but content marketing, brand-funded journalism or corporate storytelling, continues to gain momentum among brand marketers.
To satisfy this increasing appetite for content, FleishmanHillard has announced a series of new hires and initiatives across the region, including a brand journalism center in Tokyo that is set to go live this month.
Heading up the centre is Kuniyoshi Mabuchi, former head of OgilvyOne and Neo@Ogilvy Japan, who joined the PR firm as senior vice president and partner in charge of the digital group in February.
Among a series of staff changes in Singapore and Southeast Asia, Michel Mommejat, regional head of digital engagement, is departing the agency for a new role. He joined the agency in January 2015.
Also in Singapore Min Mei Foong, account director for digital engagement for FleishmanHillard in Singapore, is stepping up to a Southeast Asia role, to support increasing needs across the agency’s five fast-growing operations in the sub-region.
Meanwhile Manoj Nair, senior research analyst for digital engagement for FleishmanHillard Singapore will take on a Southeast Asia role.
In Hong Kong, FleishmanHillard works in partnership with sister agency BlueCurrent, which serves as an Asia Pacific hub for the agency’s global FH ContentWorks platform.
BlueCurrent has also been part of the content expansion strategy and has hired Helena Iveson, an experienced long-form copy editor who will contribute to content creation as a senior writer.
“Our business continues to outperform expectations in Asia Pacific," said FleishmanHillard Asia Pacific President Lynne Anne Davis.
She said clients are rising to the need to engage their brands more directly with consumers real-time.
Elsewhere around the region, account manager Sue Jang has been appointed head of digital engagement for FleishmanHillard Korea, while Benjamin Tok has joined FleishmanHillard Malaysia as vice president, social media.