Starbucks SG concocts PR strategy with Touch PR

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Starbucks has appointed Touch PR for a year with an option of a retainer following a pitch. The agency is responsible for all PR and KOL management duties, which include providing innovative and strategic counsel, media strategy and relations, influencer management as well as events management and coordination across the Singapore market.

According to Touch PR, this was an exciting new win towards the agency's expanding portfolio within the lifestyle sector. Through this appointment, Starbucks aims to elevate the "Starbucks experience" and connect with it customers through relevant and meaningful touchpoints.

Aside from Starbucks, LANEIGE and Wardah Beauty also appointed Touch PR to handle its PR duties last year, beefing up the agency's beauty portfolio in Malaysia. LANEIGE awarded Touch PR a retainer partnership following four successful campaigns in the last quarter of 2021. Touch PR would be responsible for driving the brand's media relations, social media activations, and content creation to amplify its brand messaging and launches.

Meanwhile, Indonesian cosmetic and skincare brand, Wardah Beauty, tapped on Touch PR for its campaign in Malaysia. Other beauty brands that are represented by the agency include Skin Inc and Dr. Dennis Gross Skincare.

On a regional level, Touch PR’s belt spans across Singapore, Malaysia, and Thailand with partnerships with global brands such as Rihanna’s own beauty and skincare line, Fenty Beauty and Fenty Skin that championed inclusivity in the beauty industry, said the agency. Other beauty brands also include skincare giant, Ole Henriksen, Anastasia Beverly Hills, and Bvlgari perfumes.