PRecious Communications names Joey Gan as MY market lead

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PRecious Communications has appointed Joey Gan (pictured) as the market lead for its Malaysia operations. In addition to growing PRecious' local portfolio of clients, Gan (pictured) will drive doubling the headcount of its Malaysia office, based in Bangsar South - up from five people to around 10 by the end of 2022. She was most recently with Perspective Strategies as senior consultant and brings close to 20 years of experience in strategic communications and PR.

"I joined PRecious because of the management. They are trusting and everyone is open to providing constructive criticism too. This helps to foster a healthy environment for growth," Gan told A+M. Her first order of business is to grow the team and local portfolio. "I want to introduce PRecious to the local companies and educate them on the fact that we are one of the few agencies that can do regional work," she said.

While the PR space in Malaysia might be a competitive one, Gan explained that what makes PRecious different is its hub and bespoke approach. "It's a two-way street for us. The Singapore team might have the regional remit but they don't just push the ideas down to the local level. Instead, the regional team will work closely with local markets to ensure that every execution is tailored," Gan said.

With healthcare being her passion, Gan plans to onboard clients in the digital health space as well as companies from the consumer tech and start-up space. "We at PRecious have the growth mindset; we don't rest on our laurels," she said.

Having worked in agencies including RAPR Mileage Communications and Ogilvy Malaysia, Gan has accumulated extensive knowledge in specialised areas such as investor relations and public relations for sectors including lifestyle and luxury, education, technology, automobile, and healthcare. She has counselled clients such as Meta Platforms, International Medical University, Suunto, Malaysia Fashion Week, and Honda Malaysia, among others.

According to her, PR today is no longer just about getting media coverage but raising awareness about the company's brand and mission and relating to consumers. "Right now, it's not so much about just getting clients onto the news. Instead, it's about getting them heard by the relevant audience," she said.

Gan added that while the talent cruch might be real, it is not new. "Taking a leaf off Emma Waldman’s book—the most important asset in any company is its people—it is something that counts even more so in an agency like ours. Workplaces have become more diverse, with many generational and cultural differences, which often divide more than they unite. With the pandemic thrown into the mix, it’s harder for managers to strike a balance between keeping productivity up and making sure the people’s welfare is taken care of," she added.

Her appointment comes on the back of solid momentum in the Malaysia market, the agency said, and follows its recent expansion to the Philippines as part of the agency’s aggressive Greater Southeast Asia expansion strategy.

In Malaysia, PRecious is building on its strong client base which includes Fave, Palo Alto Networks, Inc., and PARKROYAL Hotel & Resorts. The team aims to help companies align their business objectives and goals with the needs of media, consumers, and stakeholders in a post-pandemic environment where priorities have shifted.

“Malaysia’s investment and business ecosystem is witnessing a flurry of activity in recent years. Today, the market is an emerging epicentre for startups and SMEs, and has been attracting brands from all over the world. We are constantly strengthening our commitment to the Malaysia market, and I am excited to be working alongside Gan, whose market expertise and experience will allow us to soar to greater heights in the Southeast Asian decade,” Lars Voedisch, PRecious MD said.

PRecious Communications actively plans and executes client communications programmes across Australia, Indonesia, Malaysia, Philippines, Singapore, Thailand, and Vietnam. In 2019, the agency joined the GlobalCom PR Network, an association of 80 independent PR agencies in over 100 countries worldwide, serving as its Southeast Asia representative to drive fully-global campaigns for technology, corporate, consumer, and startup brands, as well as PE-VCs. This year, it bagged the gold award for PR Team of the Year at A+M's PR Awards 2022.