Bel Group picks PR firm for SEA

Bel Group, the company behind cheese brands such as The Laughing Cow, Kiri and Babybel, has appointed global public relations (PR) firm, Bloomingdale Public Relations (Bloomingdale), for its PR mandate in Southeast Asia.

Under the appointment, the agency will take charge of all PR activities for Bel Group in Singapore, Malaysia, and Indonesia. It will also manage all earned corporate and consumer media relations for Bel Group in these markets.

Don’t miss: So Drama! Entertainment renews contract with integrated comms agency

Prior to this appointment, Bloomingdale had successfully collaborated with the company’s India arm to create and elevate its brand image recently.

The agency was selected for its strong brand-building legacy and its reputation for delivering impactful PR campaigns.

A recent milestone under this partnership was the launch of Indonesia’s first cheese factory for children, the Belcube Cheese Factory at Youreka Kids Farm, Jakarta. The innovative brand initiative came alongside influencer and PR activities orchestrated by Bloomingdale through compelling narratives and impactful brand experiences.

"We are excited to collaborate with Bloomingdale PR yet again as we expand our presence in the Southeast Asia region,” said Alamjit Singh Sekhon (pictured right), general manager for Bel Group South East Asia.

“We are confident in their ability to build and strengthen our brand's awareness across Singapore, Indonesia, and Malaysia,” Sekhon added, noting that Bloomingdale has played a pivotal role in the growth of The Laughing Cow brand in India by establishing its strong presence.

He expressed Bel Group’s commitment to providing healthy snacking products that are accessible, delicious, and nutritious, in line with the brand’s philosophy, ‘for all for good’. “This partnership signifies a new chapter of growth and engagement for us," he said.

“Our previous collaboration in India was a testament to the synergy between our teams, and we are confident that our strategic approach and creativity will further enhance the brand's presence,” said Diana Fernandes (pictured left), founder and CEO of Bloomingdale PR.

She added that the two parties’ shared commitment to innovation and excellence positions them to deliver unparalleled PR services in Southeast Asia.

The communications landscape has seen a number of movements and appointments within the past week. Closer to home, Singaporean media company, So Drama! Entertainment, appointed APRW, a local integrated communications agency, for the development and execution of Total Defence and National Education related campaigns and initiatives.

Under the year-long appointment, APRW will focus on publicity and engagement strategies, handling all public relations and media management aspects for the campaigns. This will include actively pitching key engagement efforts and ad-hoc stories to the media.

APRW has been the incumbent agency for the past decade, and the current appointment comes with the option to renew for another year.

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