Skype has awarded public relations duties to Waggener Edstrom across Asia, with the Microsoft-owned communications business to put a heavy emphasis on growing its business in China.
Globally, Waggener Edstrom manages much of Skype's PR business and the new deal cements the relationship in North Asia and soon, much of Southeast Asia.
Initially however, the focus will be on China and Singapore.
Waggener won the business following a pitch against several international PR firms.
It's been just over two years since Skype announced its US$$8.5 billion sale to Microsoft and in that short period time has faced a new wave of competitors from Line, to Viber, wassap and even Google.
Last May Microsoft announced the availability of Skype advertising inventory in Hong Kong, appointing Pixel Media as its exclusive advertising representative for online and mobile advertising.