Microsoft Asia picks Edelman SG as regional comms partner

Microsoft Asia has appointed Edelman Singapore to manage corporate, commercial, consumer and analyst relations at the Asia HQ level. The agency will draw on its full range of capabilities, from corporate reputation, digital marketing and creative, to help Microsoft in promoting and protecting company’s brand and thought leadership positioning in Asia.Edelman’s appointment will not affect Microsoft’s existing communications agency relationships in individual markets across Asia. Marketing has reached out to Edelman for additional information.CEO John Kerr said Microsoft is one of the most trust technology businesses globally, having built its reputation on delivering valuable technology to people’s lives. He added that Edelman is honoured to be able to work with Microsoft Asia.“There is nothing more important to a brand in the current climate than building and preserving hard-earned trust, and we look forward to delivering communications strategies that deliver on that imperative,” he said.In May this year, it parted ways with PR agency IN.FOM, which previously handled Microsoft’s commercial and consumer AOR remit since September 2013. The agency was in-charge of covering corporate and citizenship function in the region and became the single communications AOR for Microsoft at its Asia Pacific HQ level the following year, Marketing understands.Meanwhile, Microsoft has named Marina Levina (pictured below) director of communications in the Asia region. In her role, Levina will be responsible for evolving, promoting and protecting Microsoft’s reputation and thought leadership in Asia. She will lead the regional communications team, supporting 17 markets across the region. Prior to this, she was leading commercial communications in Asia, during which she led and delivered several campaigns to build Microsoft’s reputation as an innovative technology thought leader across many diverse markets with varying levels of technology adoption. Based in Singapore, Levina has more than 25 years of experience in IT and telecoms industry across multiple continents, and has been with the company for over 10 years.Before moving to Singapore in 2016, Levinia led Microsoft’s Communications team in Russia. Prior to starting at Microsoft in 2009, she was VP of communications at Ericsson in Eastern Europe and Central Asia.Earlier this year, senior director, communications Andrew Pickup told Marketing that he is leaving the company in June after 26 years of service. He helmed the role of senior director, communications for six years and was in charge of leading the communications for Microsoft in Asia. He covered the Asia Pacific region, as well as Japan, India and China.(Photo courtesy: 123RF)