PR firm The Mango Agency Singapore has rebranded to Upcycle Communications, following a management buyout. Jennifer Dembitz, who helmed the role of director of Asia, took ownership of the company in December 2020 and created Upcycle Communications together with Andrea Seifert, who was associate director previously. Both Dembitz (pictured bottom row, centre) and Seifert (pictured top row, second from left) now lead the new agency, with Dembitz as managing director and Seifert as director.
In a conversation with MARKETING-INTERACTIVE, Dembitz said the business takeover was a mutual decision between the teams in Asia and the UK. This comes as the two teams were looking to grow in different directions. Following the takeover, The Mango Agency will fully exit the Asia market, and its clients will be transferred to Upcycle Communications. The new agency, which aims to effect change for the better through transformational communications, currently has seven staff including Dembitz and Seifert. The full team from The Mango Agency Singapore has been retained throughout 2020 and during the transition to Upcycle Communications.
According to Dembitz, the agency will be looking to maximise its presence on LinkedIn and its local presence on both Instagram and Facebook after the rebrand. "Historically we had social channels and website shared with our UK office. We will be looking to collaborate with events and organisations to extend our exposure to new target audiences, and will be making it a priority to work on at least two low-bono or pro-bono initiatives each year," she added. Upcycle Communications will focus on Singapore and Southeast Asia as well its extended network in Hong Kong.
Much like its previous offerings, Upcycle Communications offers services such as media relations, social media strategy, content creation, partnership marketing, brand development, thought leadership, copywriting, events and internal communications. Dembitz told MARKETING-INTERACTIVE that the new agency will also focus on helping clients with their sustainability efforts. Its client roster consists of heritage brands as well as growing startups, including F&B and plant-based protein alternatives, sustainability gamechangers, internationally renowned names in hospitality and tourism, and more. Current clients include Trip.com, Green Monday, Eat JUST, Häagen-Dazs, Visit Monaco, One&Only Desaru Coast, Collectius, Plaza Premium Group, andBeyond, Meatsmith and 42Race.
Commenting on the agency's new name, Jennifer Dembitz said: “Upcycling is the process of creatively transforming existing materials into something of greater value. Throughout 2020, countless individuals and businesses around the world pivoted to develop creative new business solutions. As we diversified our own practice towards communicating purpose and mission, we were inspired by the ethos of upcycling. Regardless of sector, we tailor communications solutions directly to business needs, providing meaningful, smartly crafted strategies that make an impact and create value.”
Andrea Seifert added that Upcycle's international team leverages both a global mindset and strong local experience, and that allows the team to think big picture yet suggest achievable, creative ideas that are relevant locally and regionally in the post-COVID climate.
Dembitz has 20 years of experience across luxury and consumer brands, with her expertise spanning across food and drink, hospitality and travel, design and innovation, as well as art and luxury goods. She started her career in New York at The Guggenheim Museum before spending six years at F&B specialist agencies. After moving to Singapore, she held a senior in-house role at The Lo & Behold Group before joining The Mango Agency in 2015. Under her leadership, The Mango Agency Asia built a portfolio of clients that also included international airline Finnair, international hotel groups Accor, Hilton, Four Seasons Hotels & Resorts, Rosewood Hotel Group, Six Senses and IHG, tourism boards Destination New South Wales and ProColombia, as well as events such as Singapore Yacht Show.
Meanwhile, Seifert joined The Mango Agency in 2019. She has worked in London, Hong Kong and Singapore for over 15 years in marketing, PR and publishing, and held senior positions both in-house and at agencies. Prior to The Mango Agency, she was the account director at AKA Asia and communications director at Accela.
"Upcycle was founded on the mission of working with companies that have a higher purpose. We believe in the art of smartly-crafted communications and their power to transform businesses and communities. We cut our teeth on luxury, travel and hospitality, but whenever possible we choose to focus our experience and expertise on the business of good. We delight in exploring the innovative and unexpected," Dembitz said, adding that its team is strategic, resourceful and dynamic, but also deeply principled, direct and kind.