James McEwan, group business director of PSI, relocates from London to lead the agency in Singapore.
PSI already has a presence in several markets in Asia, and according to McEwan, the new hub aims to put it in a prime position to help brands utilize the diversity and growth in the region. “Not only will it put us in a position to help Asian brands expand outwards, but our insight into the local marketplace and multi-regional acumen will be invaluable to brands wanting to target APAC consumers,” he said.
PSI APAC will offer regional planning, buying, activation and evaluation services for clients locally, regionally and globally. The hub will work with vendors and local Posterscope network offices to drive growth.
PSI will be looking to capatalise on trends in business and leisure travel across Asia and as such is likely to work with luxury, technology, energy and financial-sector clients.
With half of the world’s middle class expected to be APAC-based by 2020, the agency attributes 29 per cent of global luxury spend to Chinese audiences. Air travel in APAC is also growing rapidly, with the region’s airports forecast to generate a third of global passengers in the next three years. China alone has 42 terminal openings planned over the next 10 years and is forecast to become the number one business travel market in the world by 2016. Singapore, Jakarta, Bangkok and Seoul are also seeing a rise in business travellers.
“Many clients have a focused need to reach affluent business and leisure customers, particularly in the luxury, technology, energy and financial sectors," said Liz Jones, MD PSI. "Our new Singapore office will put PSI in the best position to help them do so.”