Upcycle Communications expands SEA footprint with new wins, refreshed branding

Singapore-based luxury and hospitality PR agency Upcycle Communications is expanding its Southeast Asian footprint with new hires in Kuala Lumpur and Manila, a renewed Tourism New Zealand partnership and three new client wins. The agency has also launched a refreshed visual identity and new website as it enters its next phase of growth.

Among its latest business wins, Upcycle has renewed its partnership with Tourism New Zealand for FY27. The agency first secured the account through a competitive pitch in 2025 and will continue to lead strategic communications, earned and paid media, and influencer campaigns across Singapore, Malaysia, Indonesia and Thailand.

The renewed remit will focus on culinary experiences, considered travel and active escapes.

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Upcycle has also added three new clients to its roster: Hong Kong-based interior architecture and design studio Deboss Collective, Singapore heritage jeweller B.P. de Silva Jewellers, and classical Pilates brand Altum Pilates.

The new appointments add to an existing portfolio spanning luxury hospitality, tourism, beauty, lifestyle, and food and beverage. Its clients include Hilton luxury brands, andBeyond, Pernod Ricard’s Royal Salute, TUMI, PAÑPURI, Heveya, The RuMa and others. 

In addition, the agency has expanded its regional team to strengthen its on-ground capabilities and local market expertise across Southeast Asia, while continuing to operate from its Singapore headquarters.

Alongside new business and regional expansion, Upcycle has unveiled a refreshed brand identity and website.

The agency said the new identity places its philosophy of “upcycling” at the centre of the brand, reflecting its belief that thoughtful transformation can create greater relevance, resonance and value. 

The refreshed identity features an editorial-led design with earthy neutral tones, including glacial blue, terracotta and espresso brown, alongside a refined typeface intended to reflect the agency’s positioning in the luxury space.

Founder and managing director Jennifer Dembitz said the agency’s growth is focused on more than increasing its headcount or client roster.

“We have continued to grow from strength to strength, ensuring meaningful growth is about more than scale,” said Dembitz.

“We prioritise the people we choose to partner with and the quality of ideas we can create together. As the world evolves, we see an opportunity to keep challenging how communications, content and community can create meaning, relevance and lasting value," she added. 

Upcycle Communications is headquartered in Singapore, with teams in Kuala Lumpur and Manila. Its work spans communications, content and community for clients across luxury, hospitality, tourism, beauty and wellness.

It was established in 2021 following Dembitz’s management buyout of The Mango Agency Singapore, where she had served as director of Asia.

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