Fulford PR ties up with Brand Rapport for rebrand

Singapore-based PR firm Fulford Public Relations and Hong Kong communication agency Brand Rapport have partnered to create a new entity, Roco Communications.

The tie up aims to provide clients with sponsorship, communications and experiential marketing services across the Asia region. The change reflects the new management and ownership of the agency, as well as a service offering that extends beyond traditional public relations.

The agency will continue to focus on the consumer lifestyle, sport and entertainment sector. Key clients include the new-look HSBC Women’s Champions in Singapore – a four-day festival combining sport, music and food; Qantas, PARKROYAL on Pickering, Pernod Ricard and Great Eastern Life.

The agency has handled numerous recent campaigns, including the Asia Pacific Amateur Championship, Venetian Macao Open, Sime Darby LPGA Malaysia, Bounce Inc Hong Kong and Standard Chartered Marathon Singapore.

The agency also announced the arrival of Eric Chiu as regional client services director last July, who joined from brand experience agency Jack Morton in Shanghai.

Ross Collett (pictured), managing director of Roco Communications, said: while PR and media relations will remain its core business, much of the work will focus on sponsorship and brand activation.

"The name change enables us to reconnect with the market with a more clearly defined service offering that is more reflective of both our business as well as where we see the market growth in Asia,” he said.

“Our approach to communications will continue to be content-led, but rather than focusing solely on traditional or digital communication channels, we see sponsorship and brand activation driven content playing an increasingly important role for brands,” added Collett.