Faaez Samadi
Dec 7, 2016

MSLGroup rebrands Arc PR in Thailand

The move is the latest in MSLGroup’s rapid expansion into Southeast Asia.

(l-r) Songkran Sethesompobe, Glenn Osaki, Karl Kongkham
(l-r) Songkran Sethesompobe, Glenn Osaki, Karl Kongkham

MSLGroup today announced its establishment in Thailand by incorporating Arc PR Thailand into the network.

Effective immediately, Arc PR, part of Publicis One together with MSLGroup, will become part of the MSLGroup network and operate under its brand.

The announcement echoes almost identical moves that MSLGroup made earlier in the year, when it incorporated Arc PR Philippines in June, and Arc PR Sri Lanka in January.

Established in 2004, Arc PR is a full-service communications agency with particular expertise in consumer PR. It has a range of local and multinational clients including P&G, Volvo, Mead Johnson, PT Energy and Singha Park Chiang Rai.

Karl Kongkham will continue to lead MSLGroup Thailand, as Arc PR will now be known, as its director.

Glenn Osaki, MSLGroup Asia president, told Campaign Asia-Pacific: “A market like Thailand is a tremendous opportunity for growth. MSLGroup has established its presence in the larger markets in the region, and we really want to focus on this part of the world. There’s so much growth, energy, talent and interest from clients as these markets mature and develop.”

As with the previous rebrandings in Sri Lanka and the Philippines, Osaki said the move allows MSLGroup to invest more in the PR side of what Arc has built as, traditionally, a shopper marketing and activation group, by bringing the PR unit under MSLGroup’s wing.

“It’s a great situation and Arc has always been an agency I’ve admired for their great campaigns, clients and talent,” he said.  

“We know that PR is growing, and our clients are looking for teams that can provide those services. If we can invest more in PR in Thailand by building this unit under MSLGroup, then it’s absolutely the right strategy for us and it’s a great way for us to expand our footprint.”

Osaki added that 2016 has been a highly successful year for MSLGroup in Asia, with the network filling some of the “geographic gaps” in Southeast Asia that have great potential. As well as the Arc PR ventures, MSLGroup acquired Vietnam-based Venus Communications in March.

“You’ll see this strategy continue in 2017 because it’s working well,” he said. 

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