Agency profile: Sinclair

Agency profile: Sinclair

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

What services does Sinclair offer?
At Sinclair, we pride ourselves on being a multi-award-winning independent communications agency. We specialise in an array of services, including brand strategy, public relations, social media, influencer marketing, digital solutions, content creation, events, partnerships, and measurement and insights, to name just a few. Whatever the remit, our goal is always to create business impact for brands and corporations through persuasive storytelling, delivering seamlessly integrated programmes that ensure brands are shaping the conversations that matter.

How big is your team regionally? Tell us more about the different offices, teams and functions.
We’re a team of 50 spread across our four hubs in Hong Kong, Shanghai, Beijing and Singapore. Although there are some miles between us, we work together cohesively to deliver bold, creative and impactful work for our clients.

What kind of clients do you serve?
We work with clients from a wide variety of sectors, including both multinational and regional brands and organisations from corporate industries such as technology, professional services, property, financial services, education and government initiatives, as well as consumer brands in categories ranging from F&B, lifestyle and luxury brands, to travel & hospitality. 

Tell us about a campaign that you are particularly proud of and why?
There are so many! Looking back over the past year, an obvious choice is our work for Design Shanghai (June 2021), Design China Beijing (September 2021) and Design Shenzhen (December 2021). After a year of unprecedented challenges in the international design community, they were the first physical design shows of 2021 to reunite the design world. A series of WeChat posts were also created to generate social media buzz through owned channels, while research and monitoring was implemented to support tailored pitching and issues preparedness. Target media were invited to the pre-event launches and the shows to meet with speakers and engage directly with industry leaders. The hard work paid off and we saw over 1,700 media attend the events, over 3,000 stories were generated across a plethora of publications and beats, and over 70,000 people attended the shows - now that’s business impact!

What are the core values of your company and what do you look for in new hires?
Our values are what make Sinclair who we are. Positive relationships with our colleagues, clients and community are built on unwavering respect for one another, which we believe is earned through honesty, integrity and professionalism. With strong family values, Team First is not just one of our core values, it’s also our core philosophy - we foster a positive, passionate team environment where talent is nurtured, people are valued, and an entrepreneurial spirit is encouraged. We’re not satisfied with satisfactory and always aim to deliver consistently high-quality and excellent work for our clients. Creative thinking is the key to excellence, and we nurture this in all aspects of our teams’ daily lives, while also ensuring a work-life balance that extends to working hours, holidays and agency culture. Through our Work-For-Good programme, we enable the team to work with local charities and not-for-profits to create a positive impact on our local community.

When looking for new hires, we seek talented individuals who share these values, and who embrace our vision to be the best fully-integrated public relations and marketing communications agency in the APAC region to partner with and work for.

Any future goals you would like to achieve this year and in five years?
Sinclair’s goal for the next five years is to leverage the incredible opportunities that the Greater Bay Area (GBA) presents. As a gateway for companies, the business potential flowing both in and out of China through the GBA will be tremendous. As an agency, it will be incumbent on us to help our clients navigate this new landscape. Similarly, the recent rise in prominence of the SEA market is another area where we anticipate growth, both for the agency and our clients, especially those in Mainland China. With our expanded service offerings and expertise in these evolving markets, we feel confident that the challenges of the past few years are behind us.  

Any key PR trends you are keeping an eye on?
The biggest trends we are currently seeing and integrating into our clients’ strategies include the Metaverse and how brands engage with it authentically, ESG strategies that support purpose in a meaningful way, the evolution of fan economies, and shifting consumer behaviours in the post-pandemic world. Each of these is changing how consumers and corporations interact with each other and reshaping the marketing and PR industry.

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