What's driving PR agencies to expand in the Philippines?

The Philippines is emerging as a prime market for public relations firms, driven by its digitally engaged population, strong media landscape, and growing demand for content-led campaigns. Recently, we've seen several Singapore-based companies expand their reach into the market. 

As such, we sit down with industry leaders from Mutant, Redhill, and PRecious Communications to find out why they're expanding into the country and what trends are shaping the PR landscape in the Philippines.

Joseph Barratt, CEO of Mutant, sees the Philippines as a crucial market for PR expansion, largely due to its digital-first audience. Last year, the Philippines had an internet penetration rate of nearly 74%, with over 86 million social media users and Facebook being a dominant player. "Clients are increasingly prioritising the Philippines, and we're following demand. Digital content consumption is massive - Filipinos spend over an hour more on social media daily than the global average, and 97.6% watch online videos weekly," Barratt said.

In the past two years, Mutant has been receiving a surge of client inquiries about its presence in the country, prompting the agency to officially launch there in Q2 2025. The expansion aligns with its broader regional strategy to establish a fully integrated PR network across Southeast Asia.

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Redhill's group president, Manisha Seewal, echoes a similar sentiment. She highlights the country's young, social media-savvy population and brand loyalty as key factors driving PR demand.

"The economy is growing, and more brands are coming in, creating plenty of opportunities for PR work. Filipinos are also pretty loyal to brands, so there's a lot of potential for long-term relationships," Seewal said. Additionally, she notes that the cost of operating in the Philippines is more affordable compared to other countries in the region, making it an attractive destination for agencies looking to expand.

Considered an attractive destination for business ventures in general, the Philippines offers financial incentives through programmes like the Philippine Economic Zone Authority, which provides tax holidays and other benefits to companies establishing operations in the country. In 2024, the economy grew by 5.6%, with a year-on-year growth of 5.2% in the fourth quarter.

While PRecious Communications has been operating in the Philippines since 2022, it aims to expand further in what is seen as Asia's "next leading investment hub."

"I've seen our business and operations grow alongside the increased economic activity in the market. With more public and private partnerships underway and local and foreign investments materialising, I'm optimistic that the Philippines will continue to provide more opportunities for growth," said Paolo Alba, PRecious' regional VP and country lead for the Philippines.

Digital-first PR dominating the market

There are also notable homegrown agencies making significant contributions to the field, such as M2.0 Communications and Ardent Communications. Some other prominent international players include URALA International and AJ Marketing.

Barratt, Seewal, and Alba highlight the rapid shift towards digital-first PR strategies. In the Philippines, social media, influencer marketing, video content, and tech-enabled solutions dominate brand communication.

"The Philippines is a content powerhouse. Vlogs, gaming, and fintech dominate, creating opportunities for brands to engage deeply," Barratt said, adding that the country has the world's highest percentage of gamers and one of the most engaged fintech user bases.

Seewal points out the growing demand for authentic, data-driven PR campaigns. "PR trends in the Philippines are all about going digital, being authentic, and staying responsive. Social media and influencers play a big role, with brands creating real connections through content. Video content, especially on YouTube and TikTok, is growing fast, and eCommerce PR is taking off as brands focus more on their online presence," she explained.

Another emerging trend is the increasing emphasis on sustainability and corporate social responsibility. Consumers in the Philippines are becoming more conscious of eco-friendly and socially responsible brands, pushing PR agencies to develop campaigns that align with these values.

Additionally, Alba notes an increasing trend of mergers and acquisitions (M&As) in the Philippines. As leading conglomerates drive the growth of digital solutions, the market is also witnessing the rise of "super apps."

According to PwC Philippines, the country saw 113 M&A deals last year, up from 87 in 2023. The total deal value surged to US$8.6 billion, reflecting a 36.9% year-on-year increase.

Disconnected markets, visibility gaps

The Philippines is on track to become a trillion-dollar economy by 2033, joining major economies such as China, Japan, India, South Korea, Australia, Taiwan, and Indonesia. Adding to its appeal is a growing population.

Moreover, the Philippine digital economy is expected to reach a gross merchandise value of US$150 billion by 2030, according to the "e-Conomy SEA" report by Google, Temasek, and Bain & Company.

However, despite the country's digital boom, there are still gaps that PR agencies such as Mutant, Redhill, and PRecious aim to fill. One key challenge is the lack of integrated, multi-market strategies across Southeast Asia.

"Larger agencies often treat their Southeast Asia offices as completely disconnected markets and barely communicate. Mutant operates as a fully integrated regional team, ensuring consistency and agility," Barratt said.

For Redhill, the challenge in the Philippines lies in helping brands enhance their international visibility and strengthen their global reputation through better crisis management.

"Many local brands struggle with global media relations, but we have the expertise and networks to help them gain international media coverage," Seewal said.

International visibility is also a priority for PRecious. While assisting regional partners in expanding their business and operations in the Philippines, PRecious has also created "opportunities to support Filipino businesses increasing their coverage in Southeast Asia," added Alba.

Building the right team

Talent is another major factor shaping expansion plans. All aforementioned agencies recognise the strength of Filipino professionals in the PR space, particularly their digital fluency and English proficiency.

"We're launching with a team that's fully embedded across our markets, ensuring seamless execution for brands expanding in Southeast Asia," Barratt said, underscoring the importance of regional collaboration.

Meanwhile, Redhill is seeking professionals with expertise in PR, media relations, and business development in the Philippines, aligning with its strategy to tap into emerging markets, strengthen local partnerships, and expand its regional influence.

"This effort spans both B2C and B2B, focusing on connecting with a tech-savvy audience while also building relationships with businesses and key players. It's about establishing a strong foundation in a high-potential market," Seewal said.

PRecious notes that it has been strengthening and diversifying its team, starting with the launch of a consumer team and now expanding into creative support.

"As we drive more integrated campaigns with the help of our peers in the region, we will look to launch offshored regional services that would help our transition further," Alba concluded.

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