Anime platform Crunchyroll hands SEA PR mandate to new agency

Over-the-top (OTT) anime streaming platform Crunchyroll has picked communications firm Bloomingdale Public Relations to lead its PR strategy in select Asian markets. 

Bloomingdale Public Relations will oversee Crunchyroll's strategic planning and coordination of regional PR efforts in India, and select Southeast Asian markets of Singapore, Indonesia, and the Philippines. The scope of work includes strategic planning, client liaison, account management, media relations, and press office management, among others.

Singapore-based Eastwest Public Relations will additionally act as strategic local counsel to support Bloomingdale's activities across Singapore, Indonesia, and the Philippines.

Eastwest PR will be responsible for landing high-impact earned media stories for Crunchyroll in all three markets and building Crunchyroll's reputation as the premiere destination for anime. 

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Known for its innovative strategies and impactful campaigns, the appointment of Bloomingdale and Eastwest PR aims to further drive brand awareness and accelerate user growth for Crunchyroll across the region.

"We are excited to embark on this journey with Bloomingdale and Eastwest PR as our trusted partners in India and Southeast Asia. With their strategic counsel and expertise in media relations, we are confident in our ability to further establish Crunchyroll as the ultimate destination for anime enthusiasts in the region,” said Akshat Sahu, director of marketing APAC, Crunchyroll. 

Crunchyroll boasts a passionate global community of anime fans and provides an immersive anime experience to all fans, through its anime content streaming service, and several other anime-related offerings such as theatricals, eCommerce and merchandise, music, manga, events, gaming, and experiential. 

According to the latest Anime Industry Report by the Association of Japanese Animators, the global anime market grew by a staggering 106.8% in 2022, hitting a record 2.9 trillion yen. Anime's rising popularity has become a cultural force across all demographics and audiences, driven mostly by an enthusiastic international market. 

"We are honoured to be entrusted with the PR mandate for Crunchyroll across Southeast Asia. The anime community is vibrant and growing quickly across Southeast Asia. We are committed to leveraging our expertise and creativity to elevate Crunchyroll's brand presence and engage with fans across the region," said Diana Fernandes, founder and CEO, Bloomingdale PR. 

Touching on anime's popularity with Millennial and Gen Z consumers, Naveen K., partner at Eastwest PR, added, "Millennials grew up watching anime as a hobby. Today, Gen Z has embraced the category as a beloved form of mainstream entertainment. There is perhaps no better household brand than Crunchyroll when it comes to anime, and we are excited to partner with the company to deliver impactful campaigns that resonate with audiences of all demographics.”

Photo courtesy of Crunchyroll (Facebook)

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