Asia PR Werkz celebrates 25 years with brand refresh

PR and digital marketing agency Asia PR Werkz has rebranded to APRW. The rebrand marks the agency’s 25th year in the communications industry since its founding in 1996. The new brand includes a modernised name and new logo, taking a shortened form of Asia PR Werkz as an acronym, as well as a new website, heralding the agency’s new phase of growth and reflecting its forward-looking communications approach. According to APRW, the rebrand is the first of the agency’s 25th-anniversary initiatives and the agency invested close to a six-digit amount for the refresh. 

Designed by local brand consultancy Evye LLP, the refreshed logo captures the essence of the firm’s progressiveness while preserving a piece of history, said APRW. The APRW name also represents the firm’s “adventurous spirit in challenging new frontiers”, while placing increasing importance on digital and social media in the area of public communications. 

Leading the rebranding, Ginny-Ann Oh, director of APRW, said that the rebranding was a year in the making. “We came together to take stock and reflect on our identity, in order to accelerate towards our goal of becoming the agency of choice in the countries we are in and beyond,” added Oh.

Oh explained that the new logo retains APRW’s signature orange colour in the form of a speech bubble, symbolising its aim to spur inspiring and meaningful conversations and nurture the next generation of communications professionals. “The orange embodies our long-held bold and vibrant spirit, and youthful energy that we will continue to carry as we venture into new territories,” added Oh. 

The newly-added conversation bubble highlights the “indispensable role the firm plays in contemporary communications”, said the agency. It also symbolises the firm’s commitment to engage in meaningful and omni-channel conversations in the world we live in

The alphabets of APRW have also been imbued with meaning, added the agency. The leading letter “A” pays homage to the firm’s heritage and the original logo by retaining the Serif font to evoke enduring tradition and trustworthiness established over the years. The letter “W'' distinctly charges ahead at a dramatic angle, illustrating the continuous forward momentum of the firm moving forward. APRW also said that the overall logo symbolises its desire to continuously spark conversations and be at the forefront of the communications industry. 

APRW’s portfolio of clients includes those in the government, public affairs, FMCG, education, health, hospitality, travel and tourism sectors. Some of its notable partners are Nanyang Polytechnic, specialist professional recruitment consultancy Robert Walters, Singapore Heart Foundation, RedDoorz, Taiwan Tourism Board. APRW ia also the incumbent for the Total Defence campaigns since 2014, and was recently reappointed for another two years in December last year., 

Taking on a forward-looking approach, the agency also expanded its public relations services to build an in-house digital team in 2015, providing a suite of services to offer integrated communication strategies. Led by owners-directors with strong business acumen, the firm constantly sought to lead communication efforts in new undeveloped industries of fintech and esports. In 2017, the agency grew to include a team whose forte lies in tech and startups, across different growth stages. 2019 marked a milestone year for the firm, with the opening of its first overseas office in Indonesia, and becoming a member of global communications platform, IPREX, acting as the sole representative for the network in Southeast Asia. 

APRW said that it has also set its sight on the regional market, aiming to enter new markets including Malaysia, Thailand and Vietnam within the next five years. The firm is also currently in the final stages of a partnership discussion with one of Singapore’s universities and will announce detailed information in the coming months.

Cho Pei Lin, MD of APRW said that the agency was heartened by the support and trust from its clients over the years. “It is no mean feat for a local, independent agency to have grown to a team of 50 and counting, with the breadth and depth of expertise in communication across many sectors, in just 25 years. We have evolved with the changing times to develop new capabilities and service rising industries to remain at the forefront of the industry. Despite the challenges that COVID-19 has posed, we continue to expand our professional networks,” added Cho.

Several Singaporean agencies have expanded into regional markets in the past few years. When asked about APRW's differentiating factor, Cho told MARKETING-INTERACTIVE that its unique business model is a draw for potential employees. According to her, every director has to be a shareholder of the agency and this gives them an opportunity to be business partners instead of merely an employee. "We need someone who has the entrepreneurial streak in them and we want to replicate this business model across the markets that we are in," she said, adding that having ownership that comes with the business will push the agency to greater heights. 

The agency most recently bagged the account for online travel agency Trip.com’s regional PR duties for Singapore, Malaysia and Thailand last week. APRW is responsible for relations, brand communications and support for its marketing campaigns until 31 March 2022. According to APRW's director Anu Gupta, the agency was chosen due to its deep understanding of the travel and tech industry and media landscape in the region.

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