Praytell enters Asia with Singapore hub

Independent creative communications agency Praytell has expanded into Asia with the launch of a Singapore office, appointing former Weber Shandwick executive Debbie Chin (pictured) as executive vice president (EVP), Asia, to lead its regional operations.

The move marks the agency's latest international expansion as it looks to strengthen its footprint across Asia Pacific. With the Singapore launch, Praytell now has offices spanning North America, Europe, Asia and Australia.

Based in Singapore, Chin will lead a six-member integrated marketing and communications team, supported by Praytell's global creative, strategy and insights specialists. The office will serve both multinational brands seeking to navigate Asian markets and Asian companies looking to expand internationally, particularly into the US.

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Chin brings more than 25 years of communications experience across London, Shanghai and Singapore. Most recently at Weber Shandwick, she led global communications for multinational consumer portfolios, having previously worked with brands including Unilever and P&G across FMCG, beauty, luxury and lifestyle sectors.

During her tenure, she also held the roles of vice president of the consumer practice, director of the consumer practice in Shanghai, and account director.

Prior to Weber Shandwick, she was account director at The Communications Store in London, where she worked across luxury, beauty, fashion and lifestyle brands.

According to Praytell CEO Beth Cleveland, the Asia expansion reflects the agency's continued investment in growth despite broader industry consolidation.

"Launching in Asia is a massive step forward in our global journey. While much of the industry is consolidating, we are actively investing in growth. With Debbie leading the charge from Singapore, we are pairing our independent, agile spirit with her deep regional expertise to deliver the innovative, localised storytelling that global brands need right now," she said.

Chin added that Singapore's position as a regional business hub made it a strategic location for the agency's next phase of growth.

"Brands today are looking for deep local insights paired with world-class innovation. I'm thrilled to bring Praytell's global centres of excellence to Asia, and to combine our best-in-class capabilities with genuine regional fluency to drive smart, culture-first impact for our clients," she said.

The Singapore office will also strengthen Praytell's collaboration within Project Worldwide, operating alongside sister agencies George P. Johnson and DARKHORSE at Project Hub Singapore. Together, the agencies will offer integrated capabilities spanning communications, experiential marketing, strategy and brand experience.

Ben Taylor, CEO of Project Worldwide APAC, said bringing Praytell into the region strengthens the network's ability to deliver cross-disciplinary marketing solutions for clients.

"Bringing Praytell's world-class earned and creative capabilities into Asia is a key accelerator for Project's global growth ambitions. By partnering Praytell's independent, agile spirit with our established regional footprint, we are delivering the complete, hyperconnected creative ecosystem that global brands need to win," he said.

Praytell first established an APAC presence in 2021 with the opening of its Melbourne office under the leadership of Zoe Watson. The agency has since expanded into Sydney, serving clients including Kmart, Converse, OpenTable and AllTrails.

Project Worldwide comprises 13 agencies across 45 offices with more than 2,300 employees globally. The Singapore expansion forms part of the network's broader strategy to strengthen its integrated marketing capabilities across international markets.

Praytell's expansion comes amid a broader wave of international agencies strengthening their presence in APAC. Earlier this month, global healthcare communications company Real Chemistry acquired Singapore-based Spurwing Communications, establishing its first regional strategic hub as part of its international growth strategy.

The acquisition combines Spurwing's regional healthcare communications expertise with Real Chemistry's capabilities across analytics, medical communications, advertising and strategic communications. The company added that it plans to continue expanding its APAC hub, with further hires and regional growth expected in the coming months.

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