SPAG/FINN, an integrated marketing and communications agency, is celebrating its 10th anniversary by expanding its focus beyond healthcare to sectors like purpose, technology, consumer, and travel. Over the past decade, the agency has transformed the health communications landscape with its innovative, data-driven, and patient-first approach, and it now aims to apply its proven strategies to new arenas.Since its founding, SPAG/FINN has been at the forefront of redefining how brands connect with their audiences, using creative and data-led methods to turn complex healthcare narratives into impactful stories. This approach has helped brands build meaningful relationships with stakeholders, drive campaigns that inspire action, and create real-world impact. The agency’s work has consistently focused on educating audiences, influencing policy, and building trust between brands and their communities, earning it a reputation for excellence in the industry.“Our journey over the past 10 years has been one of extraordinary growth and innovation,” said Aman Gupta, Managing Partner, Health Practice – Asia. “Partnering with FINN has expanded our global reach and deepened our impact across continents. We’re not just launching campaigns – we’re driving conversations that shape public opinion, influence policy, and improve lives. As we celebrate this milestone, we remain committed to pushing boundaries and staying at the forefront of communications.”Shivani Gupta, Managing Partner, highlighted the agency’s dynamic internal culture, stating, “Our success isn’t just in the strategies we deliver; it’s rooted in the vibrant culture we’ve built. Creativity, collaboration, and valuing every team member’s voice are key to our achievements. Looking ahead, we are energized to continue this journey of innovation and leadership.”As SPAG/FINN ventures into new sectors, it remains dedicated to its core values of integrity, excellence, and innovation. The agency plans to continue evolving with the changing communications landscape, with a focus on data and digital while maintaining its commitment to creating impactful connections between brands and people.SPAG FINN Partners has offices in Singapore, Malaysia, the Philippines, China, Hong Kong, Indonesia, Thailand, Delhi, Mumbai, and Bangalore.

The concept of the metaverse has transitioned from a speculative fodder for fiction to an impending reality. As this immersive virtual world begins to take shape, it presents a unique frontier for public relations (PR) professionals and agencies. The metaverse offers an unprecedented opportunity to create, interact, and engage in ways previously unimagined, compelling agencies to rethink and innovate their PR strategies. With major tech giants investing heavily in this space and virtual experiences becoming increasingly sophisticated, the question arises: Is it time for PR agencies to devise innovative strategies specifically tailored for the metaverse? This story delves into the potential of the Metaverse for PR, exploring how agencies can leverage this new realm to enhance brand presence, foster deeper connections with audiences, and navigate the challenges of this uncharted, but exciting, territory.Is it the right time?Absolutely, says Aman Gupta, Managing Partner, SPAG FINN Partners.The metaverse, according to Gupta, is not just a concept for the future; it’s a burgeoning reality where major brands are already making significant investments.“For PR agencies, this is a pivotal moment to innovate. We need to create immersive, interactive experiences that go beyond traditional media. Strategies should include virtual events and experiences, branded virtual spaces, and leveraging avatars for storytelling and engagement. Agencies that can harness the potential of the Metaverse will be at the forefront of a new era in digital communication, offering clients unprecedented ways to connect with their audiences,” he says.Concurring with Aman Gupta on this, Priya Sharma, Co-Founder of PRZSM Communications, asserts that metaverse can help brands stand out.“Absolutely, it's the perfect time for agencies to create new PR strategies for the metaverse. Imagine a place where brands can connect with people in exciting, virtual ways. This digital world offers unique opportunities for brands to interact with their audiences. For example, Airtel used the metaverse for its 5G launch, and many Indian brands are already holding virtual events to engage customers. By using avatars to build communities, PR agencies can reach tech-savvy consumers who spend a lot of time in these virtual spaces and create meaningful connections with the audience. This approach will lead to better campaign outreach and help brands tap into new audiences. Embracing the metaverse can help brands stand out and build stronger connections with their audience,” Sharma adds.Vishaal Shah, Co-founder, Moe's Arts, also feels that it is indeed time for PR agencies to start developing innovative strategies tailored to the metaverse. “As more brands establish a presence in virtual worlds, PR professionals must be prepared to help clients effectively navigate this new frontier. This will involve familiarizing themselves with the unique features, culture, and communities of different metaverse platforms to inform their approach, as what works on one virtual world may not translate to another.”According to Shah, the focus should be on storytelling, brand experiences, and community building, which are likely to be key pillars of metaverse PR. “They can help brands create compelling narratives and immersive activations that engage audiences in novel ways. Leveraging the social and interactive nature of the metaverse will be crucial, possibly through partnerships with virtual influencers, hosting virtual events, or creating branded avatars and digital collectibles. Additionally, issues management and crisis communications strategies need to be adapted to suit the fast-moving, user-generated content-heavy nature of the metaverse,” he explains.ChallengesPR in the metaverse faces unique challenges, particularly in content moderation and intellectual property protection. The vast, real-time nature of the metaverse complicates scalable monitoring and identity verification, while ensuring cultural sensitivity adds another layer of complexity. Protecting digital assets, trademarks, and user-generated content against infringement is difficult in this decentralized environment, especially with evolving legal frameworks and enforcement issues. Additional challenges include ensuring data privacy and security, addressing ethical considerations, and maintaining regulatory compliance. Navigating these issues requires innovative strategies and a deep understanding of the metaverse's dynamics.Let’s see what the PR pros have to say about this.Navigating PR in the metaverse presents unique challenges that demand agile strategies, states Aman Gupta.According to him, the environment's fluidity and novelty require constant adaptation from PR professionals. Crafting a consistent brand narrative amidst this dynamic landscape necessitates authenticity and trust to engage audiences seeking genuine interactions in virtual spaces.“Ensuring inclusive and accessible PR campaigns across varying digital literacy levels, while addressing ethical data privacy and security concerns in the closely monitored metaverse, requires balancing innovation with responsible communication practices. Additionally, measuring the impact and effectiveness of PR initiatives is complex due to traditional metrics' inability to capture virtual engagement and sentiment accurately, thus necessitating the development of new analytics and evaluation methods,” Gupta says.Priya Sharma observes that PR in the metaverse has some unique challenges, especially around content moderation and protecting intellectual property (IP).“Imagine a busy digital marketplace where everything must reflect the brand's values. Making sure user-generated content fits with brand guidelines requires advanced tools and careful watching. The decentralized and anonymous nature of virtual spaces makes this harder. IP protection is another big issue. Digital assets can be easily copied and shared, leading to IP problems. Agencies and brands need to work with legal experts to handle digital ownership and enforce their rights, helping create a digital watermark that secures your work from being copied or misused. Clear policies and using blockchain technology for tracking digital assets can help reduce these risks,” Sharma says.Vishaal Shah says that content moderation is a significant challenge in the metaverse due to its real-time, immersive nature. “Policing harassment, hate speech, misinformation, and other problematic content is even more difficult in virtual worlds than on traditional social platforms.”Shah reckons that intellectual property protection in the metaverse is complex, as the line between homage, remix culture, and IP infringement can be blurry in user-generated virtual worlds. “Brands will need to decide how tightly they want to control their IP in the metaverse and develop appropriate strategies. Measurement and ROI could also be challenging in the early days of the metaverse, as platforms and tools are still developing. Setting the right KPIs will require experimentation and flexibility. Additionally, reputational risk is heightened in the metaverse, given its nascent stage.”Measurement in metaverseAs the metaverse transitions from concept to reality, PR professionals face the challenge of redefining how they measure campaign success in this new digital frontier. Traditional metrics may no longer apply, requiring innovative approaches to evaluate engagement, reach, and impact within immersive virtual environments. The stakeholders need to devise advanced tools and techniques that will enable PR practitioners to effectively gauge the success of their campaigns and navigate the complexities of this rapidly evolving landscape.The future of PR measurement in the metaverse is still evolving, but it is poised to be a fascinating area as this new medium matures, points out Vishaal Shah, who predicts the emergence of new metaverse-native metrics.“Some traditional digital metrics like reach, engagement, and sentiment will likely still apply, but they may need to be adapted to account for the metaverse's unique features, such as measuring interactions with 3D branded objects. New metaverse-native metrics may emerge, such as the number of avatar interactions, virtual event attendees, or digital collectibles sold. The key will be tying these metrics to tangible business outcomes. In the long run, success metrics may shift from focusing on one-off campaigns to evaluating ongoing metaverse community health, such as the growth, activity, and positive sentiment surrounding a brand's virtual neighborhood or persistent branded experience. PR professionals will need to stay agile, experimental, and closely attuned to how people actually use and perceive the virtual world to effectively gauge the success of their campaigns in the metaverse,” Shah concludes.In the metaverse, says Priya Sharma, traditional metrics will change to reflect the unique nature of virtual engagement. She feels that PR professionals will need to use new key performance indicators (KPIs) that capture the immersive and interactive aspects of these environments.“Important metrics will include time spent in virtual spaces, interaction rates with virtual content, conversion rate, customer engagement, return on investment and the spread of digital experiences. Advanced analytics tools that track user behaviour in virtual platforms will be crucial. Analysing the sentiment of virtual interactions and feedback from avatars will give deeper insights into audience perceptions. Using augmented and virtual reality metrics will help measure the effectiveness of immersive campaigns. The success of PR campaigns in the metaverse will depend on their ability to create meaningful, memorable, and measurable interactions that connect with audiences in these dynamic digital spaces,” says Sharma.Aman Gupta predicts that measurement in the metaverse will transcend traditional metrics, focusing on immersive engagement, real-time sentiment analysis, and behavioural insights. “Success of campaigns will be gauged by the depth of user interaction, the emotional resonance of experiences, and advanced analytics that track user behaviour and preferences. Integrating these virtual metrics with traditional ROI indicators will provide a comprehensive view of campaign effectiveness, ensuring PR strategies deliver tangible business outcomes in this evolving digital frontier,” he adds.As the metaverse continues to evolve, it presents an exciting yet challenging new frontier for PR professionals. While the opportunities for immersive, interactive brand experiences are vast, navigating the complexities of content moderation, IP protection, and effective measurement requires innovative approaches. PR agencies that embrace this digital frontier with agility and creativity will be well-positioned to lead in this new era. The journey into the metaverse is just beginning, and those who can adapt and thrive in this virtual world will set new standards for digital communication and engagement. The metaverse is not just the future; it is the next great leap for PR, demanding a blend of bold strategies and meticulous execution.

SPAG FINN Partners, a leading health communication and integrated marketing agency, unveils its list of "Top 50 Influential Doctors on Social Media - India 2024" under its ChangeMakers series. This initiative on Doctor's Day celebrates the remarkable impact of Indian doctors who are driving significant change through their digital presence on platforms like Instagram, LinkedIn, and YouTube.  Our ChangeMakers' series, underscores our commitment to highlighting the transformative power of digital health communicators. By advancing health literacy and fostering a culture of wellness, these exceptional doctors are not only reshaping how medical information is shared but also significantly contributing to public health improvement," said Aman Gupta, Managing Partner at SPAG FINN Partners.  SPAG FINN Partners' Influencer Marketing offering spans diverse health niches, ensuring brands find the perfect match for their communication and marketing campaigns.  With a robust network of over 1,000+ active health influencers and Key Opinion Leaders (KOLs) across major platforms such as Instagram, YouTube, Twitter, and LinkedIn, this list ensures brand connects with influencers who resonate with their target audiences. Selected for their expertise, engaging content, and community impact, the top 50 doctors on this list on each platform are pivotal in shaping conversations around health and well-being in India and beyond.  Mahesh Devrani, Partner at SPAG FINN Partners, emphasized the agency's unique approach to influencer marketing and said, “As a health specialised marketing agency we release this list to promote and celebrate a culture of transparency, trust, and evidence-based wellness, empowering our community with credible, impactful information. By showcasing the top 50 influential doctors on social media, we aim to emphasize the critical role of health information in the AI age. This initiative is designed to inspire a collaborative environment where individuals are empowered to take control of their health, guided by trusted and knowledgeable voices in the medical community  “In the evolving landscape of health and healthcare, influencers have become pivotal in shaping how people perceive and access health information. A collaborative, guided and ethical approach that brings together influencers, health experts, communicators, and the public is crucial to harnessing this trend’s full potential.”added Aman Gupta.  The purpose of recognizing these influential doctors is to highlight their contributions to public health education and advocacy. This list also aims to facilitate meaningful partnerships that amplify the voices of health experts and drive tangible impact. These, in turn, can bridge gaps between medical professionals, innovation and the general public, enhancing the reach and effectiveness of health-related information.

Authored By Aman Gupta, Managing Partner, Health Practice Asia Lead, SPAG/FINN PartnersIn times of crisis, organizations face the daunting task of not only ensuring their survival but also playing a meaningful role in the wider community. Senior leadership has a unique and vital position in driving social impact during these challenging times. Their vision, decision-making, and commitment to corporate social responsibility can make a significant difference in how a company navigates crises and supports society.By setting a clear vision and leading with empathy, C-suite executives can align their organizations with community needs during times of crisis. Through swift decision-making, leaders can mobilize resources for immediate relief and long-term recovery. Ensuring transparent communication also builds trust with both internal and external stakeholders. Additionally, fostering collaboration and strategic partnerships amplifies impact, allowing companies to contribute effectively to crisis management efforts.Fostering unity and resilience by setting the tone at the topSenior leaders are the architects of a company’s culture and values. By setting a tone of empathy, transparency, and ethical behaviour that resonates throughout the company, they can inspire their teams to prioritize social impact. They can also create a supportive environment that acknowledges the diverse challenges individuals face during a crisis. Furthermore, transparency builds trust and encourages collaboration, as everyone understands their role in the larger context and works together towards common goals. The decisions and actions made by senior leaders reflect the company’s values and commitment to social responsibility, enabling the organization to adapt and thrive.Mobilizing resources promptly and decisively for the greater goodIn a crisis, swift and decisive action can make a difference. Senior leaders should be proactive in assessing the situation, understanding the needs of their employees and community, and making prompt decisions. By redirecting resources toward community support, such as funding local initiatives, offering expertise, or volunteering time and talent, organizations can become agents of change and hope. For example, reallocating resources to produce personal protective equipment during a health crisis or donating funds to relief efforts during a natural disaster can provide immediate support.Promoting collaboration to maximize benefits for all involvedSenior leadership can facilitate partnerships with other organizations, government bodies, and non-profits to amplify their impact. Collaboration fosters a sense of solidarity and combines resources and expertise, leading to more comprehensive and impactful solutions. For instance, a business may partner with a non-profit organization that has deep knowledge of community needs, while offering financial support or logistical assistance. Partnerships also enable organizations to extend their reach and influence to deliver support where it is needed most. They not only address immediate needs but also lay the groundwork for long-term recovery and resilience.Communicating effectivelyTransparent and open communication is a cornerstone of strong leadership during crises. Senior leaders should keep stakeholders informed of the company’s actions and plans, as well as the rationale behind their decisions. This builds trust and demonstrates the company’s commitment to its values, ensuring alignment across the organization and beyond. Moreover, clear, honest, and consistent messaging helps reduce uncertainty and anxiety. Additionally, providing open channels for communication allows stakeholders to engage directly with leadership and fosters a sense of inclusivity and collaboration. While it is important to remain hopeful and positive, senior leaders must also maintain a realistic outlook. Communicating potential challenges and uncertainties helps manage expectations and fosters a culture of preparedness and adaptability.Making a positive differenceCrises often expose vulnerabilities and gaps in systems and strategies. Senior leadership should use these moments as learning opportunities, assessing their response, and adjusting plans for future resilience. By fostering a culture of continuous improvement, leaders can better prepare their organizations for future challenges.By embodying empathy, decisiveness, and a commitment to social responsibility, senior leaders can guide their organizations through challenging times while making a positive difference in the world. In doing so, they not only build stronger communities but also establish a lasting legacy for their company and its stakeholders, ultimately shaping a better future for all.DISCLAIMER: The views expressed are solely of the author and ThePRPost.com does not necessarily subscribe to it.

Zoff Foods, one of the prominent spice brands in India, has assigned Grapes as their PR and communication agency.The agency will be responsible for the brand’s overall media presence. As per the mandate, Grapes will take charge of the brand’s PR strategy, influencer marketing, advocacy and strategic brand positioning, and reputation management in India. The account has won after a multiple-agency post and will be served from its New Delhi office. Commenting on the partnership, Akash Agrawal, Co-Founder, Zoff Foods said, “We believe that this is the perfect and crucial time for our brand to align our communications strategy, and we are thrilled to associate with Grapes that understand our brand’s ethos and growth prospects. The Spice market is growing at a CAGR rate of 13 per cent, and the market plays a crucial role in the country’s exports. At Zoff Foods, we are committed to expanding our business horizons and contributing effectively to the Indian economy. I am optimistic that the agency will build a strong media presence for us.Ashish Agrawal, Managing Director, Zoff Foods, said, “Zoff Foods has become a prominent player in the Indian spice market thanks to Shark Tank India for the visibility and recognition. Our goal is to become a go-to brand in every household, from urban to rural areas. Thus, we believe that to achieve this objective public relations plays an imperative role in driving awareness. I am quite enthusiastic about this partnership with Grapes and look forward to driving meaningful conversations in the media landscape.Shradha Agarwal, Founder and CEO, Grapes, said, “We are thrilled to associate with Zoff Foods, and fully resonate with the brand’s vision. The partnership with Zoff Foods marks a pivotal moment for Grapes, symbolizing our commitment to driving impactful conversation coupled with digital innovation. We aim to achieve our objectives and drive impactful market presence through effective communication strategies.Zoff Foods received widespread attention after its appearance on Shark Tank (season 1). Their pitch on the show was one of the notable pitches by Akash Agarwal and Ashish Agarwal. The duo received funding of 1 crore at a valuation of Rs 80 crore from Aman Gupta, Co-Founder of Boat.

The start of a new year is seen as bringing in new operational efficiencies, stronger strategies, and a far greater emphasis on building deep bonds with various stakeholders and consumers. In keeping with the current market ecosystem, technology and a human approach are seen as going hand in hand. As 2024 kicks off, Adgully reached out to some leading names in the Public Relations & Corporate Communication industry to Crystal Gaze into 2024 and speak about what will keep them busy in the year ahead.Focus Areas for PR Professionals in 2024Artificial Intelligence, Digital, Sustainability, and Innovation are some of the key focus areas that the Public Relations industry leaders will intensify their attention on this year.Dr Sarvesh Tiwari, Founder and Managing Director, PR ProfessionalsDr Sarvesh Tiwari, Founder and Managing Director, PR Professionals, listed the following focus areas for his agency:Digital Innovation and Integration: At PR Professionals, we're working on integrating AI, VR, and AR to revolutionise storytelling this year. Our focus is on seamlessly blending these technologies into our PR and content creation processes. By harnessing digital tools and data analytics, we aim to elevate our clients’ digital presence, ensuring our strategies are as innovative as they are effective.Sustainability and Social Impact: Sustainability and CSR are more than buzzwords for us; they’re a commitment. We're integrating sustainability into our client campaigns, highlighting their eco-friendly practices and social initiatives. This approach isn't just about building a positive brand image; it's about genuine responsibility towards our planet and society.Cultural Sensitivity and Diversity: As someone who grew up amidst the vibrant diversity of Bihar, I understand the importance of cultural sensitivity and equity. At PR Professionals, we're dedicated to ensuring our campaigns are inclusive and culturally nuanced. Internally, we're cultivating a diverse team to bring a plethora of perspectives, enhancing our creativity and connection with varied demographics.Archana Jain, CEO, PR Pundit Havas Red Archana Jain, CEO, PR Pundit Havas Red, stressed, “Trying to be a force for good and becoming more meaningful is something more businesses need to do. This is not just because our planet needs it, but because consumers and employees wish to support brands and organisations that are committed to people, planet and purpose. These subjects will enjoy a clear PR advantage in 2024 and beyond.”Continuing further, Jain said, “Social media is only going to get bigger in 2024 and beyond as more and more people access and get hooked on to it. It’s paramount, therefore, that we are adept at publishing original content; sharing insights; showing up in the comments; building thought leadership and employer branding on X, LinkedIn, etc. Influencer marketing and KOL collaborations are going to continue to be a critical part of the communications toolbox to tap new cohorts and amplify messages.”“The creative sector has always been driven by our unique human voices and imaginations, and that’s not going to change in 2024. But we need to harness artificial intelligence more productively. It is already helping PR professionals in terms of data analysis, consumer and industry insights, content generation and more. But in 2024, we will have to learn to steer this machine-generated intelligence more to our advantage. I believe we can overcome the shortfall in available talent and multi-task with smarter use of AI!” she added.Tarunjeet Rattan, Managing Partner, Nucleus PRContinuing to develop a deeper understanding of the interplay of AI with consumer sentiment and helping brands stay ahead of the curve top the agenda for Tarunjeet Rattan, Managing Partner, Nucleus PR.Rattan added, “We will continue to integrate technology into our work processes, which will allow us to automate grunt work, freeing up time to devote to research and upskilling.”She also intends to continue to develop editing chops, because relevance will rule the roost among all the content being churned out by AI. “The best editors will win!” she exclaimed.Aman Gupta, Managing Partner, SPAG FINN PartnersAman Gupta, Managing Partner, SPAG FINN Partners, said, “Our primary focus at SPAG FINN Partners revolves around innovation, strategic storytelling, and data-driven audience profiling for campaigns that deliver business impact. We are dedicating resources to staying ahead of emerging technologies, refining our storytelling techniques to resonate with evolving audience preferences, and leveraging data analytics to optimise campaign performance.”