Sandpiper names new managing director to lead global strategy practice

The Sandpiper Group, an independent communications, public affairs, and research group headquartered in Asia Pacific, has appointed Michael Rinaman (pictured) as managing director of strategy. He will report to Kelly Johnston, COO of Sandpiper.

This is a newly created role as the communications market evolves at a rapid pace, the agency wishes to ensure it's delivering unparalleled, expert communications counsel.

"We have consistently invested in our best-in-region digital communications and AI capabilities, have built a world-class creative team, and just last year launched Sandpiper Research & Insights, our standalone research agency dedicated to serving corporate affairs teams. Now we mark another new chapter in that evolution as we welcome Rinaman to launch and deliver new offerings through our strategy practice," said a spokesperson from Sandpiper when MARKETING-INTERACTIVE reached out. 

The appointment extends Sandpiper’s commitment to providing clients with insights-rich strategies in Asia Pacific, the Middle East, and globally, and comes just one year after the firm’s launch of Sandpiper Research & Insights in 2023. 

Based in Hong Kong, Rinaman will lead the development and growth of the firm’s strategy practice globally, while integrating with its digital communications and research and insights offerings. 

Rinaman brings global experience consulting executives on reputation strategy using data-driven planning approaches across corporate communications, consumer communications, internal communications, and crisis and issues management.  

His experience covers a diverse range of sectors including healthcare, technology, financial services, energy, consumer brands, and government. 

Rinaman joins Sandpiper from FleishmanHillard where he was managing director for research and analytics in Asia Pacific and led the organisation’s impact measurement offering globally. 

Emma Smith, chief executive officer, Sandpiper, said: “Rinaman’s embrace of communications innovation and vast experience across the region and globally will make him an indispensable asset to our clients.” 

“As reputation and communications strategy evolves, Sandpiper is continually investing to help our clients navigate change. The growth of our strategy practice will complement both our expanding digital and research and insights offerings, while also feeding into more impactful work for our clients across all capabilities,” Smith added. 

Rinaman, managing director, strategy, Sandpiper, said: "The need for data-validated strategies is evolving at a rapid pace across the globe and especially in Asia Pacific.” 

“To be able to join Sandpiper, which is consistently investing in the capabilities that communicators need for the future, gives me the opportunity to embrace that change and focus on combining intuition and insight for the sake of more successful client strategy. I am excited to join a team of such talented consultants, advisors, and communicators,” he added.  

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