<< Back to Winners

Z. Asia Pacific Network of the Year


Winner
Campaign Title

Client

Agency

MSLGROUP Asia

MSLGROUP has been named Asia-Pacific Network of the Year at the PRWeek Awards for the second consecutive year. The network has come a long way from its first presence in Asia in 1998. It was not until 2005 that it began to invest in growing a fully fledged agency in Asia, which has grown to have more than 1,600 employees in 38 offices across nine markets. The network launched several initiatives last year that allowed different offices to work together. These initiatives meant it could service a large number of clients in more than one office and across multiple markets in the region. MSLGROUP integrated and merged two China teams under a single name in Shanghai and Beijing. It also rebranded its flagship operation in India and integrated two acquired firms into a joint world-class office space in Mumbai. This move allowed the group to work with 33 clients in more than one office and with nine clients in three markets or more in the region. This, the agency says, makes it even stronger than is reflected in its business results. Meanwhile, the network achieved 30 per cent organic growth for the region, with double-digit growth in five markets. Profit margin improved by 15 per cent and four of its top five agencies for revenue growth globally came from Asia. MSLGROUP also managed to retain its top 30 clients for the region, while winning new clients, such as P&G, Coca-Cola, Ikea, Sony, Singapore Tourism Board, Haier and Walmart. It also saw other wins in single markets, such as Facebook (India), McDonald’s (Taiwan), Microsoft (Japan) and Beam Global Spirits (Singapore). The network also retained a stable senior team, with no senior regional executive leaving for the past three years and overall headcount growing by 6.3 per cent. It also launched an inter-office mobility programme that enabled employees in Asia to travel on short-term, middle-term and permanent mobility stays across the network.