SINGAPORE—Twitter is consolidating PR duties for multiple Asia-Pacific countries with Ogilvy PR as it aims to build a stronger presence in the world's largest mobile advertising market.
The move sees Ogilvy PR take on PR duties for Twitter in Australia, India, Indonesia and Singapore. Previously, Twitter worked with the Hoffman Agency in Singapore, but that relationship now comes to a close.
It is understood that Ogilvy's remit covers both B2B and consumer engagement. The agency takes charge of the assignments without a pitch, with the business to be led by Sara Pereira, Ogilvy PR's deputy regional tech director in Singapore.
"As the Twitter business has grown across the APAC region, we need to have a centralized PR agency network to more effectively manage our PR programs across multiple markets, including Australia, India, Indonesia and Singapore," said Twitter Asia-Pacific communications head Dickson Seow.
According to Gartner, the Asia-Pacific region is the world's largest mobile advertising market, worth an estimated $5bn in 2013. Twitter is particularly popular in Southeast Asia, but derives only a small proportion of its revenues from the region.
"Twitter provides unique storytelling opportunities for users, partners and advertisers and our job will be to work closely with Twitter's local teams to educate these groups about the power of Twitter's platform for sparking live, public conversations that shape our world today," said Ogilvy PR Asia-Pacific president Scott Kronick.