Southeast Asia's newest PR hub finds gains & growing pains
Once overlooked by global PR networks, the Philippines has become the destination of choice for Singapore firms seeking growth beyond their saturated home market.
When it comes to Asia's tiger PR economies, the Philippines has not always set pulses racing. The country has rarely been prioritised by global PR networks, with most choosing to affiliate with local players. The handful that did establish owned operations in the Philippines, like Weber Shandwick and FleishmanHillard, have scaled back their presence considerably — focusing their resources on the comparatively brighter lights of surrounding countries in Southeast Asia.
It would not be stretching the truth to say that Singapore, Indonesia, Thailand, Malaysia and even Vietnam have all attracted more interest from major PR networks over the past decade. But this end of the market is no longer the only barometer by which markets are judged. And that observation is brought into sharp relief by the remarkable procession of Singapore-headquartered independents that have made a beeline for the Philippines in recent months and years.
