HONG KONG—Soon Beng Yeap, who headed international communications and reputation management at Starbucks Coffee Co., has joined Waggener Edstroms’s Asia Pacific leadership team to guide its future market strategy for Japan. Wagg Ed is preparing to operate in Japan in 2006. The agency currently has offices in Hong Kong, Singapore and Beijing, as well as a presence in Shanghai and an affiliate, Shout Communications, in South Korea.
“As the Asian business community continues to develop, communication strategies are crucial to the growth of corporations,” said David Ko, senior vice president and managing director for Asia at Shout Waggener Edstrom. “With the addition of Soon Beng Yeap and his significant international expertise, we are poised to expand into Japan, a region that is a natural next step in our growth.”
At the same time, Wagg Ed has added Samsung Electronics to its growing APAC client roster. The firm will represent Samsung in Hong Kong and provides corporate PR services and manages product communications for a wide range of Samsung products including notebook PCs, printers, monitors, home appliances, consumer electronics and audio-video devices such as portable music players and video cameras.