PIABO Communications expands into APAC with new SG office

European communications agency PIABO Communications has opened a new Asia Pacific hub in Singapore, marking its entrance into Asia. The Singapore office adds to the agency's existing locations in Germany, Austria and Switzerland. 

The Singapore hub aims to strengthen the agency's position as a global partner for international tech companies and their investors and partners. It comes as PIABO Communications responds to the growing demand for communications counsel in the APAC region, as well as from local companies seeking representation in Europe. It will serve as a central hub for companies looking to expand into emerging markets such as Indonesia, Vietnam, Malaysia, Thailand and the Philippines.

According to a statement seen by MARKETING-INTERACTIVE, the opening of the Singapore office is an important step in the internationalisation of the agency. It added that the new location enables and strengthens global collaboration within the company. Daniela Harzer, managing director and COO of PIABO Communications said that the move opens up opportunities for the PIABO Communications teams to learn from each other and grow together.

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The new Singapore office will be led by Sara Pereira (pictured left) as managing director, APAC. As managing director, Pereira will oversee operations across the APAC region from Singapore.

Pereira has extensive experience in the communications industry at agencies such as WE Communications where she was head of technology, APAC and Ogilvy where she helmed the role of regional lead. Prior to that she was an account director for Porter Novelli and a regional marketing executive at Platnum Technology.

“The region's innovative strength and the growing demand for communications services offer enormous potential. My goal is to help our clients successfully establish their brands in Asian markets and build sustainable relationships. With PIABO, a European market leader in innovation communications, we are bringing new momentum to the market," said Pereira about her appointment.

PIABO Communications is headquartered in Berlin and its expertise comprises the areas of eCommerce, adtech, traveltech, fintech, foodtech, HR-tech, healthtech, blockchain, consumer electronics and business Hardware, IoT, artificial intelligence, AR/VR, security, big data, SaaS/cloud and greentech. Its range of services offered includes public relations and social media management as well as brand strategy, content marketing and influencer relations. The company is led by founder and CEO Tilo Bonow (pictured right).

“Our expansion into Singapore is a strategic step to offer our clients a stronger presence in Asia's dynamic markets. Many international companies face challenges in effectively communicating their brand messages in Asia. By having a team on the ground, we will be able to better support them and help them achieve their growth objectives," said Bonow.

PIABO Communications is not the only new kid on the block. In October 2024, creative network GUT opened a new office in Singapore, the first based in Asia and the tenth in the network. The Singapore office adds to the network's existing locations in Buenos Aires, Sao Paulo, Toronto, Mexico, Miami, Los Angeles, Amsterdam and Madrid. With this expansion, GUT Singapore aims to become one of the most diverse, creative and influential agencies in Asia and beyond, it said in a statement. The Singapore office is led by Jess Davey.

Not too long before that, London verbal branding agency Reed Words marked its entrance into APAC with an SG office in July 2024. Reed Words' expertise covers naming, brand voice and messaging, brand strategy and all manner of copywriting including campaigns, packaging, websites and film. Integral to the agency’s offering will be a dual focus on strategic public relations and content services that maximise the output of earned, owned and paid channels, helping businesses enlarge their audiences. It is led by Rupert Thomson, who holds the role of general manager of Asia.

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