SINGAPORE--Microsoft has chosen two new startup firms to handle its Singapore PR business, after parting ways with six-year incumbent Edelman earlier this year.
The tech giant’s $150K PR business in the Lion City will now be overseen by In.Fom and Omnifluence, both firms that were launched this year. The combination prevailed following a competitive review that was revealed earlier this year by the Holmes Report.
In.Fom was founded by industry veterans Mike Liew and Wong Voal Voal. Liew was previously MD of Burson-Marsteller’s corporate/financial practice, while Wong formerly headed Hill & Knowlton’s regional tech practice.
As part of the appointment, the social media component will be handled by Omnifluence, which was founded by former Waggener-Edstrom digital lead Melvin Yuan.
“At the pitch presentation, the In.Fom-Omnifluence team took a very different but refreshing approach with their recommendations,” said Microsoft Singapore central marketing and group PR manager Verdayne Nunis. “The Microsoft Singapore team, consisting of senior communications and marketing professionals, appreciated their maturity, creativity and the experience which they bring to the team, both in strategic PR and digital capabilities.”
“The leadership and hands-on approach taken by its senior partners, together with the support of a highly experienced team are necessary to address opportunities and the diverse needs of businesses and audiences which we serve.”
The account will be led by In.Fom’s Wong Voal Voal, overseeing strategic counsel and media relations for Microsoft’s corporate reputation, consumer and enterprise product marketing needs. Omnifluence is charged with developing social media strategies and ideas for Microsoft’s marketing and comms efforts.
The development follows the launch of several boutique firms in Singapore, including Bill Rylance’s Watatawa, XPR, Rice Communications and Impact Asia’s Singapore arm.