BOSTON—Brodeur has hired Rick Allen as president of Brodeur Asia, responsible for growing Brodeur’s brand and operations in the region, where Brodeur hass partnerships and equity investments in 13 markets. He will be based in Hong Kong and report to Brodeur CEO Andrea Coville.
Allen will be responsible for the region’s new business development and client service experience. This scope of work includes Asian companies and global companies coming from other parts of the Brodeur/Pleon network in the US and Europe.
Allen is currently managing director of the EBA Group and was previously sales and marketing director at Pyramid Technology.
“Asian organizations present a mixed picture in terms of the importance given to PR and marketing communications at the C-suite level,” says Allen. “In fact, they have typically lagged the west in this area. With the rise of economic powerhouses like China and India, we are seeing a growing number of international brands battling against fast-rising indigenous brands, and I believe we are about to see a tipping point. As these markets mature, there will be a realization that PR is critical to a company’s success, and the members of the C-suite will have to get on board.”