bSIDE, Marketing Artist and Sauce Communications have announced a joint partnership, aimed at reshaping the future of travel, hospitality and lifestyle marketing and communications. The collaboration will provide a range of services and an expanded international reach across offices in Shanghai, Singapore and London. 

Founded in 2022, Singapore-based bSIDE has developed a strategic and creative approach to communications, with its roots in the travel, hospitality and lifestyle sectors. The agency has worked with global companies and independent brands, including Millennium Hotels & Resorts, Pullman Singapore Hill Street, Else Retreats, Les Amis Group and The Lo & Behold Group.

Headquartered in Shanghai, Marketing Artist specialises in promoting upscale lifestyle, travel and tourism brands. Their client roster includes Hilton, Keppel, Thai Airways, Givenchy, Trisara and Kimpton Kitalay Samui.

Sauce Communications was established in 2021 by Jo Barnes and Nicola Hancock as a UK-based PR agency. It has since expanded its travel, restaurant and brand divisions, in addition to launching a social media agency, FEED, in 2020 and a talent management arm, Hot Sauce. Since the start of 2023, the agency has worked with new clients, including The Standard, Moor Hall, Bagatelle, Rathfinny and Monte-Carlo Société des Bains de Mer.

Commenting on the partnership, bSIDE's Founder and Managing Partner, Charissa Guan, said the business had found incredible synergy with Marketing Artist and Sauce Communications - from insight and culture-led integrated communications approaches to the deeply entrepreneurial and fiercely independent ways of working that are embedded in each agency.

"Our founder-led practices allow our clients to effectively tap into cross-market senior counsel with teams that are agile and creative." 

Marketing Artist Founder and Manager Partner, Leon Guan, expressed he was hopeful the partnership would prove successful in the region. "Singapore, London, and Shanghai, hubs for luxury hotels and high-end lifestyle brands worldwide, have always been extremely competitive in captivating global audiences. Together, we aim to provide a new service experience and deliver significant results for the marketing of high-end travel and lifestyle brands in these key source markets."

Sauce Communications Travel Director, Alisia Lewis, said the business was looking forward to it's continued work as partners on global briefs to create an effective solution for clients seeking exposure and brand recognition in Asia.