HONG KONG—FleishmanHillard is expanding ts content marketing offer across several key Asian markets to satisfy what it says is “an ever-increasing appetite for a wide range of global content delivery, corporate social storytelling and issues management on an always-on basis.”

Digital marketing expert Kuniyoshi Mabuchi has joined FleishmanHillard in Japan as senior vice president and partner in charge of the digital group, responsible for developing and leading the agency’s newly established brand journalism center and serving as its executive producer. He formerly headed Ogilvy One and Neo@Ogilvy in Ogilvy Japan Group. Earlier, he launched the Tokyo office of TribalDDB.

The brand journalism center will enable companies to create their own media from a journalistic point of view. It includes experts in content marketing planning and curation, creative and video production, and technology and analytics. Journalist Hiroyuki Abe has been recruited to serve as editor-in-chief , having previously worked for Fuji Television Network as New York bureau chief and the anchor of “News Japan.”

In Singapore, Min Mei Foong, account director for digital engagement, is stepping up to a Southeast Asia role, as is Manoj Nair, senior research analyst for digital engagement. In Malaysia, Benjamin Tok has joined FleishmanHillard as vice president, social media, from Leo Burnett/Arc Worldwide, where he spent five years.

In Hong Kong, FleishmanHillard works in close partnership with sister agency BlueCurrent, which serves as an Asia Pacific hub for the agency’s global FH ContentWorks platform. New hires include Helena Iveson, a long-form copy editor who joins as a senior writer.

And in Korea account manager Sue Jang has been promoted head of digital engagement.

Photo: Kuniyoshi Mabuchi, FleishmanHillard global CEO John Saunders, and Hiroyuki Abe.