Ellerton & Co. turns its focus on the Philippines with new senior hires

Public relations agency Ellerton & Co. has expanded into the Philippines. The expansion marks a significant milestone for the agency and underscores its commitment to delivering high-impact communication strategies in one of the region’s most dynamic and fastest-growing economies. 

The Philippines office adds to the agency's existing offices in Singapore, Vietnam and Indonesia. It also has consultants in Thailand, India and Hong Kong.

With this expansion, the agency positions itself as a strategic partner for ambitious, globally-minded Filipino companies seeking growth in neighbouring markets, while also helping Asian and global brands navigate the local communications landscape as they expand into the Philippines.

Don't miss: What's driving PR agencies to expand in the Philippines?

In addition, the agency aims to provide more localised support and strategic insights to help organisations enhance their brand presence across Asia.

Alongside the expansion, Ellerton & Co. has made key senior hires. Gab Abeleda (pictured left) has been appointed to the role of regional director while Ariana Ubina (pictured right) takes on the role of regional senior account manager. 

In its initial phase, Abeleda and Ubina will help Ellerton & Co.'s roster of global clients to support their market expansion efforts in the Philippines.

Abeleda brings over a decade of strategic communications experience from leading global PR and integrated firms, most recently serving as vice president at FleishmanHillard Philippines. In this role, he led communication and marketing strategies for top multinational brands, including Canva, Abbott, Unilever, and Lazada. His expertise in aligning business objectives with actionable insights will be key to driving the agency’s growth and ensuring client success across Southeast Asia. Other positions he's held include senior account manager at Ogilvy and Bridges PR. 

Ubina, on the other hand, has eight years of experience crafting narratives for industries such as banking, insurance, and cybersecurity. She has successfully managed public relations initiatives for some of the world’s leading tech companies, including LinkedIn, SES, and Palo Alto Networks, and has directed impactful social media campaigns for prominent brands such as BPI and Unilever. Ubina is dedicated to helping clients achieve meaningful engagement and enhanced brand visibility across multiple platforms.

Prior to joining Ellerton & Co., Ubina was a senior manager at PRecious Communications and Virtusio PR International. 

Speaking to the new appointments, Oliver Ellerton, director at Ellerton & Co said the agency is well-positioned to deliver impactful storytelling and strategic counsel in Metro Manila and in emerging innovation hubs such as Cebu, Davao City, and Cagayan de Oro.

"Their deep expertise in strategic communications and track record of success in multi-channel engagement make them invaluable assets to our growing regional team," stated Ellerton. 

Reflecting on the agency’s momentum, Prayaank Gupta, executive director at Ellerton & Co., said, “Despite the challenges faced by the PR industry the past year, we’ve achieved a number of client wins and expanded our partnerships with existing clients, who continue to trust us with larger remits in terms of markets and services. By attracting top talent, we are well-positioned to deliver even more impactful results for our client partners."

"The Philippines presents an exciting market with tremendous potential, and we are delighted to attract and bring in some of the best local talent. Our goal is to double our local revenue and grow our regional team to 10 consultants by 2026," added Gupta. 

“It’s an exciting time to join Ellerton & Co., and I’m thrilled to work alongside such a diverse and talented regional team,” said Abeleda. “I look forward to leveraging our deep market insights to help brands in the Philippines and across Greater Southeast Asia achieve their business objectives through impactful communication strategies and build lasting connections with their audiences," he added. 

Last year, Ellerton & Co. appointed Gupta to lead the growth strategy of the business. A big part of his remit is to help the agency grow in revenue and headcount, he told MARKETING-INTERACTIVE at the time. 

He added that he would also be working with the team to help improve the company’s profitability, by implementing processes, best practices and driving efficiencies. 

Prior to his move, Gupta was the vice president, growth and innovation at PRecious Communications. He joined the team in 2016 as its head of growth and innovation and swiftly climbed the ladder. 

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