Asia PR Werkz bags Total Defence duties

Asia PR Werkz has been reappointed for the development and execution of publicity and engagement strategies for Total Defence and other national education-related campaigns and initiatives. The key areas of work for the appointment include public relations, media management, online engagement, community engagement and content creation and management of relevant social media pages of the campaigns. The length of appointment is two years, and comes after a pitch called earlier this year. Asia PR Werkz is the incumbent for Total Defence campaigns since 2014.

The initiatives that Asia PR Werkz will be responsible for include:

  • N.E.mation!: A digital animation competition for students and youths aged 13 to 25 to express their views on Total Defence through creating animation clips.
  • ACCORD: The Advisory Council on Community Relations in Defence 
  • Guardians of the City: A card game designed to help players develop a deeper understanding of Total Defence and national education
  • ciNE65: A short film competition for Singaporeans and those residing in Singapore to express and embrace the Singapore identity through film.

Additionally, fintech company OneConnect Financial Technology has also extended its partnership with Asia PR Werkz earlier in September. This will see the agency continue to provide strategic media counsel and public relations support for the company within Singapore and Southeast Asia. 

The reappointment with OneConnect Financial Technology and for Total Defence comes on the heels of other wins that Asia PR Werkz has recently bagged.

On the startup front, the agency has inked six-month contracts with LingoAce, a Singapore-based EdTech firm providing an online language learning platform, and Tramés, a Singapore-based end-to-end supply chain orchestration technology startup. Appointed in August for both companies, Asia PR Werkz is tasked to build the corporate brand/identity via a communication campaign for both firms, with a focus to raise their profiles in the investor community.

Meanwhile, homegrown coffee roaster Hook Coffee has also appointed Asia PR Werkz to drive awareness for its campaigns and product launches. The agency was appointed in October, and is tasked to develop and execute a media relations and social media influencer engagement plan for the brand. In the same month, Asia PR Werkz was also appointed by social service agency Movement for the Intellectually Disabled of Singapore (MINDS) to lead the brand’s digital front. The agency will focus on strategic communications content creation and curation on MINDS’ social media channels until March 2021.

Separately in March this year, real estate developer Qingjian Realty (South Pacific) Group picked Asia PR Werkz to provide strategic counsel on the branding and marketing strategies as well as drive publicity efforts for the launch of its freehold property known as former Goodluck Garden. 

Cho Pei Lin, managing director, Asia PR Werkz said the agency was able to ride out this challenging year with the “hard work and grit” of everyone at the agency, the support of its clients, partners and the many government grants made available to the team. “Being able to onboard new clients while renewing contracts with existing clients is a strong testament for us. As we take gradual steps towards a post COVID-19 world, we look forward to our agency’s next milestone of our 25th anniversary in 2021,” Cho added.

Earlier in June, the PR agency also stepped up its global presence by joining international communications network IPREX as its sole representative in Southeast Asia. Asia PR Werkz will represent the SEA region including markets Singapore, Thailand, Indonesia, The Philippines, Vietnam and Malaysia. IPREX is a US$420 million network of communication agencies, with 1,600 staff and 110 offices worldwide working across the spectrum of industry sectors and practice disciplines. 

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