Meet Ritika Garg, the visionary entrepreneur behind Avance PR, a cutting-edge public relations firm revolutionizing the industry with its innovative approach. With a background in science and an MBA, Ritika's unique blend of analytical thinking and business acumen has propelled Avance PR to success.What motivated you to start Avance PR, and how do your previous experiences shape your leadership style today? What challenges have you faced in building Avance PR from the ground up?Starting Avance PR was a natural step for me, driven by my entrepreneurial spirit that runs deep in my family. Even during my college years, I knew I wanted to create something of my own. My academic background in science gave me a strong foundation in analytical thinking, but it was my MBA that shifted my focus toward business. Joining Ogilvy was a pivotal moment that introduced me to the world of PR, and from there, I found my passion.My journey has been hands-on—I’ve freelanced extensively, which gave me the freedom to work with different clients and gain diverse experience. I also spent time with boutique agencies to sharpen my skills and learn the industry from the ground up. The combination of my freelancing background and my previous roles really shaped my leadership approach today. I’ve developed a deep understanding of both the strategic and operational sides of PR, and I prioritize nurturing talent while staying closely involved in client relations.One of the toughest challenges in building Avance PR has been securing clients in the beginning. Establishing trust, both with clients and within my own team, wasn’t easy. Managing cash flow and working around the clock in the early days was also demanding. But those experiences have strengthened the business. Every challenge—whether it was managing 24/7 work or convincing clients of our value—helped lay the foundation for the growth we’ve achieved today.Can you share a successful PR campaign that Avance PR executed and what made it stand out?One of our most successful PR campaigns was for Uplifters, a new edtech startup that was struggling to establish credibility with its target audience. To address this, we designed a strategic PR campaign that focused on highlighting their unique courses and exclusive internship program, which set them apart from competitors.We targeted key media outlets that aligned with their audience, and the campaign gained significant traction, with coverage in major publications such as Financial Express, News18, and The Hindu. This media exposure not only built credibility for Uplofters in a competitive market but also resulted in a surge of new leads. What made this campaign stand out was the clear focus on their differentiators and our ability to position those effectively in top-tier media, creating both brand awareness and tangible business results.How does Avance PR differentiate itself from other PR firms in a competitive market?At Avance PR, we differentiate ourselves by creating fully customized PR strategies for each client. We don’t believe in a one-size-fits-all approach. Every brand has its own unique story, and we tailor our campaigns to align with their specific needs, goals, and market positioning. This personalized approach ensures that our clients receive strategies that are designed specifically for them, rather than relying on cookie-cutter methods.Another key factor that sets us apart is our diverse portfolio. We've had the privilege of working with a wide range of clients, from launching new startups to managing communications for established, publicly listed companies. This experience across various industries, budget levels, and stages of business growth gives us the versatility and expertise to adapt to any client’s requirements. Whether we’re working with a lean startup or a large corporation, our team can craft effective PR strategies that deliver results. This ability to navigate different sectors and budget sizes strengthens our offering and sets us apart in the competitive PR market.What challenges do you face in managing client expectations, especially in sectors like technology and education?One of the biggest challenges in managing client expectations, particularly in sectors like technology and education, is helping clients understand the difference between editorial content and advertorials. Many clients expect PR coverage to read like a paid ad, and it can be a challenge to explain the subtleties of editorial content and why it's crucial for credibility. We spend a lot of time setting expectations and educating clients about how authentic storytelling works in media relations.In the technology sector, clients often focus too much on their business model rather than the real-world impact of their technology. It’s important for them to dive deeper into how their innovations are solving problems or helping people. Similarly, in the highly competitive education space, finding and defining a unique selling proposition (USP) can be tough. With so many players in the market, positioning a client in a way that highlights their uniqueness requires careful strategy and creativity. Balancing these aspects while aligning client expectations with realistic PR outcomes is key to delivering effective campaigns.In your opinion, what are the key trends shaping the future of public relations, particularly in influencer marketing?In my view, one of the key trends shaping the future of public relations is the rise of digital PR, particularly through formats like podcasts and video content. As people continue shifting away from traditional print media, they’re increasingly engaging with more dynamic forms of electronic media. This shift presents new opportunities for brands to connect with their audiences in ways that are more engaging and interactive, such as through live streams, webinars, and interviews on podcasts.In influencer marketing, there’s been a notable shift toward authenticity and quality over quantity. Rather than focusing on follower counts, brands are now prioritizing engagement and the relevance of the content. Consumers have become savvier, and they expect real, relatable content from influencers. Niche influencers, who cater to specific communities or interests, are gaining traction because they deliver targeted, high-quality content that resonates deeply with their audiences. This trend is pushing both influencers and brands to focus on creating genuine, value-driven interactions, rather than just relying on broad exposure.How do you foster a culture of innovation within your team at Avance PR?At Avance PR, fostering a culture of innovation is all about open communication and creating an environment that encourages creativity and growth. We maintain regular communication within the team, ensuring that everyone feels heard and supported. Flexibility is also key—we allow our team members to work in ways that best suit them, which helps spark new ideas and solutions.Brainstorming sessions are a regular part of our workflow, where we openly discuss new techniques, trends, and approaches to keep our strategies fresh and effective. We also hold regular PR classes to stay updated on industry shifts, which help our team continuously learn and adapt.On a more personal level, I make it a point to engage with every member of my team. Whether it's helping them overcome challenges, providing guidance on the latest trends, or addressing any blockers they face, I ensure that everyone has the support they need to thrive. By encouraging collaboration, learning, and hands-on support, we cultivate a space where innovation flourishes.What advice would you give to aspiring entrepreneurs looking to establish their own PR agencies?For aspiring entrepreneurs starting a PR agency, focus on mastering PR fundamentals—media relations, storytelling, and strategy. Begin with a niche to stand out and gradually expand. Building a strong network is essential, as relationships with media and clients are the backbone of PR. Stay adaptable to industry changes, especially with the rise of digital and influencer marketing. Educate clients and manage their expectations by explaining what PR can realistically achieve. Lastly, invest in your team and foster a culture of collaboration and innovation. A strong, passionate team will help you build a thriving and successful agency.

HAVAS Australia has appointed Richard Clarke as its new Chief Growth and Client Officer, bringing him over from HAVAS UK.Clarke previously served as Managing Director of HAVAS Red London, and before that, was a senior partner at Ogilvy UK. His notable achievements include managing the acclaimed NHS ‘Missing Type’ blood donation campaign, which earned the title of ‘Campaign of the Decade’ from PRWeek, and seeing HAVAS Red named EMEA Regional Midsize Agency of the Year earlier this year.In his new role, Clarke will focus on cross-Village growth, new business development, and incubating new service-based propositions.“I am delighted and privileged to have been given the opportunity to move within HAVAS to Australia,” Clarke said. “We have a world-class roster of agencies, talent, clients, and opportunity and I am already blown away by the incredible energy and ambition within the HAVAS Village Australia. I am looking forward to working with outstanding leaders like James and the senior management teams and forge the next chapter of growth for the Group.”Local CEO James Wright added: “Richard did an unprecedented job growing the HAVAS Red UK business during his time there, as well as building phenomenal relationships with creative, media, digital, and health teams across the HAVAS Village in London. He is an excellent operator, brilliant with clients, and naturally brings agencies and teams together. Having him in this newly created position in Australia will ensure we are even better set up to service cross-agency clients and grow.”

The Sway Effect, a New York-based PR and branding agency, is launching a new division called Sway Forward, dedicated to developing long-term brand strategies that drive sustainable growth and success. Led by industry veteran Mitch Markson as Chief Creative Officer, Sway Forward aims to help clients break free from short-term thinking and focus on building resilient brands with a clear vision for the future.Markson, who brings nearly three decades of experience from top agencies like Ogilvy and Edelman, will leverage his expertise to encourage clients to think forward and prioritize long-range strategizing. Through proprietary tools and workshops, Sway Forward will empower brands to adopt a more futuristic approach, ensuring they remain relevant and competitive in an ever-changing market.The launch of Sway Forward coincides with The Sway Effect's five-year anniversary and marks a significant expansion of the agency's capabilities. By addressing the common pitfall of short-term thinking, Sway Forward is poised to make a meaningful impact on the industry and help clients achieve lasting success.Jennifer Risi, Founder-CEO of The Sway Effect, notes: "Most brands are rooted in the next few months, but true longevity depends on thinking 18, 24, 36 months ahead."

Storytelling agency Enthral has bolstered its creative prowess with the appointment of Mark Tompkins as Creative Director.Tompkins brings a wealth of experience to the table, boasting 20 years in the industry across agencies like TBWA, DDB, Clemenger, and Ogilvy in both Australia and London.This hire signifies a strategic shift for Enthral, traditionally known for its journalistic storytelling approach. Managing Director Cameron Smith explains the decision:Tompkins said: “I started freelancing with Enthral and quickly realised I wanted to make the agency my next permanent move in my career. Beyond Enthral’s impressive client list, they produce quality work that I know I will be proud to be a part of.”This move positions Enthral to expand its creative offerings while staying true to its storytelling roots.

Today, we're talking with Joe Lipscombe, Partner at The Romans, who delves into his journey, insights, and aspirations as he navigates the dynamic landscape of strategic communications in the Middle East and beyond. Lipscombe started in journalism, writing for big names like Forbes and Bloomberg. He then moved into strategic communications, joining Ogilvy in 2015 and rising to Executive Strategy and Creative Director for PR in the MENA region. He recently joined The Romans as a partner in Dubai, helping expand their presence in the Middle East. The Romans, headquartered in London with over 120 employees worldwide, opened their Dubai office in 2022 after successful ventures in New York and Amsterdam. In this interview with Adgully Middle East, Lipscombe discusses his journey and goals in navigating strategic communications in the Middle East and beyond.Please share your professional journey. What have been the highs and lows professionally?I landed in the region as a journalist, where I was able to cover most markets, learning the culture, people, ways, and means. That fascination hasn’t left me. I love the region, warts and all. After almost a decade with Ogilvy, where I was able to grow as a creative and strategic leader in a major global firm, I’ve taken on this new challenge at one of the most exciting agencies in the world today. Throughout that time there have been highs and lows. I keep the lows closer than the highs. And I anticipate many more of both.You have recently joined ‘The Romans’ as a Partner and Head of UAE. What are your roles and responsibilities?Bring one of today’s most exciting, independent PR stories to life in the MENA region. The Romans are a unique agency. In a sea of acquisitions, mergers, and agency ecosystems, The Romans believe in investing in great people and great culture so we can deliver great work for great clients. There is none of the fluff and none of the drama. It’s been refreshing to see that story be so well received. Now it’s mine and my team’s responsibility to translate that for this unique and diverse market.What has been your primary focus within the industry for the past decade? How do you approach problem-solving within the industry?Before joining The Romans, I was the Executive Strategy & Creative Director for Ogilvy PR across MENA. I spent the best part of a decade at that agency, learning my trade, working with top talents, and contributing to some really exciting, transformative projects in the region. All of those—Expo 2020 Dubai, Qatar World Cup 2022, New Suez Canal 2015, et al.—have their own unique challenges in such a fast-paced and ambitious region. While I don’t subscribe to a standard way of solving problems, I do believe that, as an industry, we can often take briefs at face value when in fact we should be exploring the root cause of challenges more closely. As we commoditise our industry more and more, we often skip important strategic and exploratory phases and head directly to solutions and execution. I strongly believe much of the value we provide as an industry is in the diagnosis, thought, and planning phases of any major project.Can you provide examples of some of the projects you have been involved in with large brands and institutions?As I mentioned before, I’ve been very fortunate to work on some of the biggest projects and entities in the region over the past ten years. Expo 2020 Dubai at a global level, the FIFA Qatar World Cup through Qatar Foundation, the New Suez Canal launch in Egypt, several Public Investment Fund launches, and many others. I find each brings its own unique challenges and opportunities and would argue each has contributed massively to the social, economic, and cultural structure of the region.As a marketer, if you’re contributing to projects with that level of influence, you can’t ask for much more.What kind of transformations have you witnessed in terms of digital and AI, within the region?Marketers are so keen to jump on trends they often forget to check if they’re landmines. But, we’re experimental, and that should be applauded. I can’t confidently say I’ve witnessed seismic changes in the industry at the hands of AI. But ask me again in five years.How do you approach developing an integrated public relations and advertising campaign tailored to meet the cultural sensitivities and preferences of the UAE market?We cannot reveal all our secrets. What we do is ensure our teams are diverse, skilled, deeply ingrained in local culture, and we trust them explicitly with major briefs and clients.Can you provide an example of a successful PR and advertising campaign you led in the UAE, highlighting how you navigated any regulatory or cultural challenges specific to the region?I led the campaign that won UAE PR Campaign of the Year in 2023 at MEPRA- ‘The Alternative Alphabet with GEMS Education’. It altered how educators teach mental health and wellbeing to our youth. It’s still somewhat a taboo topic, particularly when children are involved. But the education provider was an open and excellent partner and we were able to do something meaningful in a really beautiful way.

Ogilvy PR has appointed James Baldwin to lead its influencer marketing efforts across the Asia-Pacific region. Based in Singapore, Baldwin will oversee the agency's influencer offerings, including developing go-to-market strategies, strengthening their capabilities, driving business growth and innovation, and delivering top-notch influencer campaigns.Baldwin brings a wealth of experience to the role, having joined Ogilvy in 2019 and playing a key role in building the agency's influencer proposition. Most recently, he served as Business Director and B2B Influence Lead for Ogilvy UK, where he spearheaded the launch and global expansion of their B2B influencer services.Under Baldwin's leadership, Ogilvy's influencer team garnered recognition across multiple markets, crafting award-winning campaigns for industry giants like Coca-Cola, Unilever, British Airways, Samsung, and the Olympic Games. He also significantly contributed to Ogilvy's annual Influencer Trends report, a valuable resource within the industry.With over a decade of experience in B2B and influencer marketing, Baldwin previously held the position of Client Director at Euromoney Institutional Investor. In his new role, he will report to both Rahul Titus, Ogilvy's Global Head of Influence, and Emily Poon, President of Ogilvy PR in Asia-Pacific."James' strategic leadership in influencer marketing reinforces our commitment to the creator economy and its growing importance," said Titus.Excited about the opportunities in Asia-Pacific, Baldwin acknowledges the region's thriving social media landscape, diverse cultures, and strong sense of community as a breeding ground for innovative influencer marketing strategies. "The chance to build world-class influencer marketing in this region is unmatched," he remarked.This announcement follows Ogilvy PR's Asia-Pacific operations being named Global Digital Agency of the Year and APAC Regional Consultancy of the Year at the prestigious 2023 SABRE Awards.