Scott Kronick, North Asia president for Ogilvy PR, says the arrangement will see Ogilvy leveraging on Breakthrough's local knowledge and expertise for its multinational clients. Breakthrough PR will also have access to Ogilvy's global network, ensuring its local clients are able to have a voice in outside markets, particularly greater China.
He told Campaign the "time is right" to move into Mongolia, which Citigroup has named one of its 'Global growth generators' for its significant growth potential. The decision came after "five or so" Ogilvy North Asia clients, including mining giant Rio Tinto and the Hong Kong Stock Exchange enquired about representation possibilities in Mongolia.
Kronick compares Ulaanbaatar at present to the awakening of China during the 1990s. "There's a high energy level there," he says. "It's not as big a consumer market but it is ripe for special industries (including mining, finance and infrastructure".
"Mongolia is the new fronteir for businesses looking for opportunities for growth," Kronick said. "We have many clients needing communications support in Mongolia and after evaluating the market, Breakthrough PR was the one firm we met that was closest to our culture and values."
Breakthrough PR founder and director Betina Moreira Infante said, "We see increased demand for both domestic and outbound-related communications services in Mongolia. This partnership gives us a larger platform of professionals, techniques and expertise to support firms that are contributing to growth, jobs and prosperity in Mongolia."