PSI Opens APAC headquarters in Singapore
PSI, the international arm of global out-of-home (OOH) communications agency, Posterscope, will open its first regional hub outside London on 14 July 2014.
Led by newly appointed head of PSI APAC, James McEwan, the new hub aims to enable PSI to capitalise on the vast opportunities offered by the fast-growing middle class demographic and rapid air travel expansion in the region.
Operating out of Singapore, PSI APAC will offer a full regional planning, buying, activation and evaluation service for clients locally, regionally and globally. It will do so through leveraging and growing existing relationships with vendors and local Posterscope network offices.
With half of the world’s middle classes expected to be APAC-based by 2020 and 29% of global luxury spend already attributable to Chinese audiences, the new hub will put PSI in a prime position to help brands tap into this affluent customer demographic.
Air travel in APAC is also growing rapidly, with the region’s airports forecast to be generating a third of global passengers in the next three years. China alone has 42 terminal openings planned over the next 10 years and is forecast to become the number one business travel market in the world by 2016, while Singapore, Jakarta, Bangkok and Seoul are all experiencing annual business passenger increases of 10% or more.
James McEwan, head of PSI APAC, commented: “This move represents a fantastic opportunity to grow PSI’s proposition across a diverse and rapidly-evolving region. Not only will it put us in an unrivalled position to help Asian brands expand their communications footprints outwards, but our enhanced insight into the local marketplace, combined with our multi-regional acumen will be invaluable to western brands wanting to target APAC consumers.”
Liz Jones, managing director of PSI, added: “Many clients have a focused need to reach affluent business and leisure customers, particularly in the luxury, technology, energy and financial sectors. Our new Singapore office will put PSI in the best position to help them do so.”
James will build the new APAC operation, supported from an international perspective by PSI managing director, Liz Jones.
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