Agency Profile: SPAG Asia

Agency Profile: SPAG Asia

What services does the agency offer?
SPAG is setting trends through real and meaningful conversations. Our strength lies in providing strategic counsel and integrated communications services to innovative organisations across multiple industries. 

We are a team of integrated communications professionals, committed to driving performance through our suite of -  
  • Public Relations, Strategy Development, Media Relations
  • Influencer, social and digital marketing
  • Content marketing, copywriting and designing  
  • Internal Communications through our customised service called EMPOWER – The House of Employee Engagement & Branding
  • Science Communication for some of the world’s most innovative brands

How big is the SPAG team?
SPAG is a large-sized agency with offices in multiple locations across Asia. We are currently a team of 91 full time staff, and we work closely with a team of partners and consultants world-wide. We started our journey from India in 2013 and set our foot in Singapore in the year 2019. Headquartered in Singapore, SPAG has strong presence in India, Malaysia, Philippines, Indonesia, Thailand and soon will be entering the Vietnam and Taiwan market.

Where does your agency have an office?
Our Singapore team works at the gorgeous location in the heart of the city, Tanjong Pagar.

Do you have a particular area of focus? 
Our key areas of focus include the Pharma, Healthcare, MedTech, Nutrition & Wellness, Finance and Technology spaces. We are always focused on creating real conversations and thought-provoking strategies for our clients. We have been increasing the integration of our services and teams as part of our organisational transformation.

Who is the founder and why did they start the agency? 
SPAG is a vision of two passionate communicators, Aman Gupta (Managing Partner & Co- Founder) and Shivani Gupta (Founder & Managing Director). They founded the agency after realising a gap in the market for a fluid PR company that understood the varying needs and requirements of Health, Pharmaceutical and Life Sciences clients.

Tell us about the leadership team. 
Our leadership team comprises a strong core including Priyanka Bajpai, Regional Head of SPAG, Abhinav Srivastava, COO India as well as our founders, Aman Gupta and Shivani Gupta.

We have a leadership team that truly cares for its people. The leadership team has more than a combined century of experience with specialist expertise in science communications, community relations, government relations and data analytics. During the challenging times in pandemic, the team played an instrumental role in making sure the team’s safety and morals were kept high. The leadership initiated many in house activities to encourage team-bonding during these times.

What is next for SPAG? What is the five-year goal?
The future lies in the hands of those who can envision it. Even in the COVID times, we are thrilled the industry has bounced back! As much as we are working hard to keep the momentum high and build on our client base in Asia Pacific, we are set to expand our presence into Europe and the US in 2025.

In a sentence, describe your ideal relationship with a journalist. 
We believe in building strong, honest, and two-way relationships with the journalists. For PR to continue growing, good journalism must thrive. They both go hand-in-hand.

Tell us about a campaign you are currently working on or are particularly proud of.
While we are immensely proud of all our campaigns and work, one campaign that stands out for us, and has also won reputed awards like Sabre Awards 2020 and PRCA SEA Award 2020 and 2021, is the Culture Connect Campaign for Becton Dickinson in Greater Asia.

The Campaign was developed to address gaps which impacted the overall cultural tenets in the organization. SPAG was engaged to drive this transformation through creative communication, birthing the ‘Culture Connect’ campaign. The campaign marks a significant journey as it challenged us to think beyond, and experiment with digital channels of communication in times of the pandemic.
Any key PR trends your agency is keeping an eye on?
A few actually, but keeping current times in mind, the key ones would be:
  • Hyper localism
  • The increasing importance of digital media and power of influencers
  • The exciting start-up sectors in APAC region
  • Breakthrough innovations in the Healthcare and Technology space

What skillsets do you look for in new hires?
At SPAG, we work with passion. Someone with a hunger to succeed, they must have good work ethic, but with fun element. The industry is not for the faint-hearted. While we do not expect new hires to be perfect, we do look for candidates who are eager to learn. Proactiveness and drive are important traits that will go a long way in proving one’s salt. In return, we offer a healthy work-life integration, good work environment with a lot of emphasis on employee engagement and constant feedbacks and conversations within the team.

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