MSL Rebrands Malaysia and Indonesia Operations

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MSL, in conjunction with Publicis One, announced the expansion of the MSL brand to Malaysia and Indonesia with the renaming of existing Publicis-owned PR units as MSL. The new units join other MSL offices in the Philippines, Singapore, Thailand and Vietnam in Southeast Asia, giving MSL the most complete and consistent network of wholly-owned and branded PR agencies in the region.

MSL’s PR operations in Malaysia and Indonesia are both part of Publicis One, the global communications enterprise that unites all of Publicis Groupe agency brands’ capabilities and expertise under one roof in a number of markets around the world.

In Malaysia, effective today, Leo Burnett / Arc PR Worldwide has rebranded as MSL.  The unit, with more than 20 professionals, half of whom are social media experts, is led by Director of PR Sharmila Ramanath who reports to Kien Eng Tan, CEO of Publicis One Malaysia.  The broad PR offering includes corporate and crisis communications, influencer marketing, digital/social media strategy and execution, internal communications, media relations, media training and advocacy.  Alibaba Group, Samsung, Dutch Lady, Alcon, and YTL Land & Development are among the operation’s key clients.

Kien Eng Tan, commented, “With the creative heritage of Leo Burnett, the Arc PR team has been transforming to provide more integrated solutions to deliver positive impact on our clients’ business. Now powered by MSL, an award-winning industry leader in Asia, we are better positioned as an integrated communication powerhouse with all Publicis Groupe agencies together providing end-to-end, PR advisory and interdependent solutions to our clients.”

Southeast Asia Growth

Glenn Osaki, President, MSL Asia-Pacific, explained the firm’s strong commitment to PR in the region.  “Southeast Asia is the fastest growing region in the MSL global network, with more than 40 percent growth achieved in the last year alone.  By investing in Kuala Lumpur and Jakarta, and adding them to our footprint, we are able to offer our clients the most complete coverage across ASEAN. This in turn will create scale, efficiency, best practice sharing, skills training, and access to the top talent.”

The 10 member countries of the Association of Southeast Asia Nations include several of the world’s fastest expanding economies and represent a consolidated growth rate of 5.3%. With a combined population of over 620 million (trailing only China and India) and an economy of $2.6 trillion, about the size of the UK’s, the World Economic Forum predicts the region will have the world’s fifth largest economy by 2020. The regional GDP has expanded “from a mere $37.6 billion in 1970.”

In addition to its six offices in Southeast Asia, MSL also maintains a major presence in Greater China, India, Australia, Japan and Korea, rounding out an APAC network that is among the industry’s largest and most awarded.

MSL Expansion

As part of the Publicis Groupe structural transformation announced in late 2015, the PR operations in many countries have been integrated into other local Publicis operations.  By also tying these PR capabilities to MSL, the only global PR network in Publicis Groupe, it is easier for local clients to tap into MSL’s vast global resources and access to the broader footprint.  “In this sense, we have simplified the access of our clients to the resources they need through local integration and to all we have to offer as a top-notch global PR network,” said Guillaume Herbette, Global CEO, MSL.

In the last two years, MSL has converted existing operations around the world from Arc Worldwide and Leo Burnett to the MSL brand, including in Sri Lanka (Jan. 2016), the Philippines (June 2016), Thailand (Dec. 2016), Egypt, Lebanon, Qatar, Saudi Arabia and UAE in the Middle East (September 2016) and the Czech Republic (Nov. 2017).