Mutant doubles down on business events with Mutant MICE

Mutant has launched Mutant MICE, a dedicated regional offering aimed at strengthening how meetings, incentives, conferences and exhibitions (MICE) are positioned, communicated and amplified across Asia.

The move formalises the work the independent Southeast Asia communications agency has delivered across the business events sector over the past year. According to Mutant, demand has grown for partners who understand not only event promotion, but the broader ecosystem around destinations, industries and economic impact.

Mutant MICE brings together the agency’s capabilities across public relations, content, social media and stakeholder engagement. The offering is designed to help organisers, brands and destinations translate events into longer-term visibility, reputation and measurable outcomes, moving beyond attendance figures and ticket sales.

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The launch comes as competition in Southeast Asia’s MICE landscape intensifies, with clients under increasing pressure to demonstrate return on investment, from tourism and trade impact to delegate conversion and industry influence.

Over the past year, Mutant has delivered communications programmes for platforms including Business China, Tech Week Singapore, the Singapore International Film Festival, Cirque du Soleil’s KOOZA Singapore and the Abu Dhabi Infrastructure Summit. It has also supported government-linked tourism and cultural initiatives. Most recently, the agency was appointed to work on the Malaysian International Food & Beverage Fair.

As markets such as Singapore and Malaysia continue positioning business events as pillars of tourism, trade and investment growth, Mutant said the new offering aims to help clients maximise strategic value before, during and after each event.

“The MICE sector sits at the intersection of business, culture, travel and economic opportunity, and brands and destinations need a communications partner that understands not just the event, but the ecosystem around it,” said Lina Marican, regional managing director of Mutant. “Mutant MICE brings strategic clarity, earned creativity and on-ground discipline to help our clients stand out and scale their impact.”

The launch builds on Mutant’s broader regional growth and leadership expansion. In August last year, the Singapore-born agency promoted Archana Menon to oversee both its Singapore and Malaysia operations, while appointing Allen Looi as regional head of social across its markets.

Menon, who joined Mutant in 2021 as country manager for Malaysia, took on an expanded remit across the agency’s two most established markets. Under her leadership, the Malaysia business recorded 26% revenue growth in 2024, driven by new wins and regional mandates including Marriott, LEGOLAND Malaysia and PepsiCo. In her expanded role, she focuses on team culture, business growth and strengthening the agency’s integrated communications offering.

At the same time, Mutant appointed Looi to lead social across Singapore, Malaysia, Indonesia, Thailand and the Philippines, with Vietnam expected to join the fold. His mandate spans content creation, social strategy, integrated campaigns across PR, brand and digital, as well as new business and team mentorship.

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