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T. PR Agency Head of the Year


Winner
Campaign Title

Client

Agency

Bob Pickard, Burson-Marsteller Asia Pacific

Since Bob Pickard first step through Burson-Marsteller’s doors two years ago as Asia-Pacific president and CEO, the PR agency has experienced impressive growth expanding its footprints across Asia Pacific. Under Pickard’s leadership, the firm recorded revenue growth of 37 per cent and profit growth of 30 per cent from 2009 to 2011. Furthermore, Pickard set out to re-establish the agency through a focus on digital capabilities, growing a robust portfolio of Asian multinational clients, and expanding the network through aggressive marketing of the firm’s thought leadership. The agency opened offices in Kuala Lumpur and Shenzhen, and signed an affiliate agreement with PPR New Zealand, extending the firm’s reach into that market. The firm also launched a global energy practice, the first such practice to be led out of Asia. Pickard is known to travel extensively throughout the region’s 32 offices fostering a new and more entrepreneurial culture within the firm. This energy and professionalism has been said to be the reason for impressive new client wins, which included Bayer, Tourism Australia, adidas, Peninsula Hotel Groups, Citibank and Merck Serono. Added to this, the firm has also grown its business with key regional clients such as Huawei expanding the business by 75 percent, Hong Kong Disneyland by 50 per cent, LG Electronics by 45 per cent, and so on. Aside from an impressive report card, Pickard has firmly established himself as a thought leader in the PR space in regards to digital communications in Asia, as well as the globalisation of the next generation of Asian multinational companies. Not only is he a social media enthusiast, but he also maintains a successful blog (www.bobpickard.com). And because of this status, Pickard’s popularity in the industry has led to invites to do regular talks and media commentating. His established status as a thought leader has been said to be the driving force in promoting Burson-Marsteller as more than just a PR agency, but a thought agency, too. Pickard’s highly respected status in the industry has helped the firm to attract top senior talents from its competitors, seen as a testament to the respect he has earned in the industry. New hires under his watch included Chris Deri as CEO for China, Jackie Price as Regional Head of Technology Brand Marketing, and Mayang Schreiber as market leader in Indonesia.