Agency Profile: Francis & Low (Singapore)

Agency Profile: Francis & Low (Singapore)

Telum is looking to highlight the diverse and vibrant agencies in the Southeast Asian PR agency landscape in upcoming editions of our PR Alert. We want to encourage networking, business opportunities, and to celebrate the great initiatives being worked on around the region. If you'd like your agency to feature, get in touch.

What services does the agency offer?
Our agency provides a range of services such as strategic counsel, media relations, media training, event organisation, video production and content creation including social media and writing services. In addition, with our strong industry knowledge and contacts, we can also help with forging strategic partnerships within the industry.

Like our clients, we work across the Asia Pacific region. It helps our clients, because rather than deal with different PR agencies in different countries, they only need to deal with one agency.

Tell us about your team.
We are a boutique network agency that employs people who are very familiar with the industries we serve. We make sure we only have experienced people on staff serving our clients, creating content and contacting journalists.

Where does your agency have an office?
Francis & Low has been headquartered in Singapore since 2013 and we have affiliates across Asia Pacific including Japan, Korea, Vietnam, New Zealand, etc.

Our agency is also in the final stages of establishing a subsidiary in China. Stay tuned for more information!

Do you have a particular area of focus? (e.g., tech, hospitality, finance)? 
Our agency focuses on several industries, namely aviation, travel, defence, space technology, energy and renewables. In terms of renewables, a key focus for us is the solar industry.

In terms of aviation, we have many clients in that sector. Journalists interested in aviation know we can help them to reach many aviation companies.

It is also interesting working for clients in very different industries such as aviation and renewable energy. Each industry is very different, but sometimes they are grappling with the same issues - for example, sustainability and the environment. Each is coming from a different perspective. That’s useful because, as a PR practitioner, it’s important to be able to see things from various perspectives.

Who is the founder and why did they start the agency? 
Francis & Low was started initially by Leithen Francis in June 2013 but soon after that Jayne Low joined as Managing Partner. Even though we are a Singapore headquartered agency, the first markets we worked in were Indonesia and Thailand. We started the agency because we were given the opportunity to handle PR and marketing for a large airline that was expanding across the Asia Pacific region. From ‘day one’, we have been working across the region.

Tell us about the leadership team. 
Our agency is helmed by Leithen Francis and Jayne Low. Prior to establishing the agency, Leithen was Asia Editor of Aviation Week. Jayne was previously Regional Manager of Indian premium carrier, Jet Airways.
What is next for your agency? What is the five-year goal?
The focus in the next five years is to build up our network and the new China office. We would also like to expand our client base to other industry sectors beyond aviation and renewables.

In a sentence, describe your ideal relationship with a journalist. 
It’s when the journalist respects you and trusts that you can really help them, because they can see you know your client’s business and the industry so well, and you also understand what a journalist needs in order to write a good story.  

Tell us about a campaign you are currently working on or are particularly proud of.
We are very proud that we are helping to promote the importance of regional air services, while at the same time promoting sustainability in the aviation sector. We do this by creating stories showcasing different regional airlines as well as highlighting the innovative new technologies that our clients have to reduce CO2 emissions.
Any key PR trends your agency is keeping an eye on?
Content is king. But to create great content takes time, expertise and unique insights gained from having great industry contacts.

What skillsets do you look for in new hires?
Passionate, eye for detail and a team player.

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