Ethiopian Airlines, Africa?ÇÖs largest and most awarded carrier, has appointed Ellerton & Co. as its agency of record for Singapore, Australia, and New Zealand.This partnership marks a new chapter in Ethiopian Airlines?ÇÖ mission to connect cultures and continents, not just through flights, but through shared stories, human kindness, and meaningful experiences. Known for its world-class service, modern fleet, and extensive network, Ethiopian Airlines also holds a reputation for going the extra mile for its passengers. From arranging medical care and covering medical expenses for a young child who fell ill mid-journey, to being one of the few international airlines that allow pets to travel in the cabin with their owners, Ethiopian Airlines has quietly built a legacy of compassion in the skies.?Ç£These are the stories that define us,?Ç¥ said Engineer Telila Deressa Gutema, Regional Manager, Ethiopian Airlines. ?Ç£Our planes may carry passengers across continents, but it?ÇÖs our people who carry their hopes and dreams. That spirit of care defines who we are - from helping a family in crisis to welcoming pets in the cabin. As Ethiopia opens up and its economy accelerates, there?ÇÖs a growing world of opportunity for both business and leisure. We?ÇÖre investing in our fleet and our people to meet that demand - and we can?ÇÖt wait to share the spirit of Ethiopian hospitality with more travellers from Singapore, Australia, and New Zealand.?Ç¥Ethiopian Airlines has been awarded ?Ç£Best Airline in Africa?Ç¥ by Skytrax for eight consecutive years and operates one of the youngest fleets in the world, including Boeing 787 Dreamliners and Airbus A350s. The airline is also at the forefront of sustainable aviation, pioneering the use of Sustainable Aviation Fuel and preparing for the deployment of electric air taxis.Ellerton & Co., a Southeast Asia-based PR and marketing agency with teams in Singapore, Indonesia, Philippines, Malaysia, Vietnam and Thailand, will lead efforts to humanise the brand across key markets, tapping into shared values and highlighting Ethiopia not just as a destination, but as a story worth discovering.?Ç£Ethiopia is a country that many in Asia don?ÇÖt know much about, but it?ÇÖs unforgettable once you do,?Ç¥ said Oliver Ellerton, Founder of Ellerton & Co. ?Ç£It?ÇÖs the birthplace of coffee, home to ancient churches carved into rock, and the cradle of humankind. And the food, I?ÇÖve had injera in Yemen, the U.S., London, and Ethiopia itself, it?ÇÖs always been a joy. People across Asia-Pacific will love it. Our job is to tell these stories, to bring out the warmth and soul of both the airline and the country it represents.?Ç¥With Addis Ababa as a strategic gateway to Africa and Singapore as a key hub in Asia, the partnership between Ethiopian Airlines and Ellerton & Co. will help build bridges between the two regions, one story at a time.Ellerton & Co. partners with a diverse portfolio of brands and businesses across Greater Southeast Asia. In addition to its core practices in Finance, Technology, Startups & Venture Capital, and Corporate & Sustainability, the agency also has a dedicated Hospitality & Travel practice driven by Oliver Ellerton. Ethiopian Airlines joins a growing roster of clients in this space, which includes EHL Hospitality Business School, Andermatt Swiss Alps, and Smiling Gecko Cambodia.

Ellerton & Co. Public Relations, a leading integrated communications agency focused on Greater Southeast Asia, has announced the appointment of Dr Adam Goulston as Strategic Advisor for the Japan market. With his company, MacroLingo, and a life based in Osaka, US-born Dr. Goulston brings over 25 years of expertise in marketing, content creation, localization, and digital strategy. Dr. Goulston?ÇÖs appointment aligns with Ellerton & Co.?ÇÖs ongoing commitment to support brands and businesses aiming to expand globally, with Southeast Asia increasingly serving as a key outbound market for brands and businesses, and with Japan playing a continually central role.Ellerton & Co. specializes in helping businesses gain visibility through its offices in Southeast Asia, consultants in India, Hong Kong, and its curated network of partner agencies. The agency enjoyed aggressive growth in 2024, securing key wins in industries such as financial services, startups, technology, corporate sectors, healthcare, and hospitality travel.?Ç£Japan has built one of the world?ÇÖs most powerful brand identities, synonymous with innovation, precision, and quality. Our role is to take that foundation and craft stories that resonate across Southeast Asia, ensuring each brand?ÇÖs essence is preserved while tailored to the unique cultural nuances of each market. To do this well, you need more than translation, you need interpretation. That means deep local expertise in Singapore, Vietnam, the Philippines, Indonesia, Thailand, and Malaysia, paired with a genuine understanding of Japanese business values and cultural context. There is a clear appetite for Japanese brands in the region, and our job is to bridge the gap, translating not just words, but meaning, relevance, and impact,?Ç¥ said Oliver Ellerton, Director at Ellerton & Co.Adam Goulston's extensive background in copywriting, editing, and digital marketing, as well as technical research writing for Japanese B2B, scientific, and culture-related projects, positions him as a key asset in strengthening Ellerton & Co.'s service offerings to the region. His expertise will further enhance the agency's ability to drive effective brand strategies for Japanese companies seeking to tap into Southeast Asia?ÇÖs growing markets.?Ç£Ellerton & Co. have continually impressed me with their insight, adaptability, and quick results across cultures. Their approach complements the quality my company, MacroLingo, delivers for Japanese and global clients,?Ç¥ Goulston says. ?Ç£Understanding and adapting to cultural nuance isn?ÇÖt just interesting, it?ÇÖs an indispensable part of doing business in Asia. This partnership will let us deliver uniquely localized and profitable PR solutions to Japanese and other Asian companies.?Ç¥Amid ongoing geopolitical shifts, Japan and Southeast Asia have strengthened their ties, combining economic partnerships with strategic trust, particularly with countries like Singapore, Malaysia, and Indonesia. This collaboration aims to bolster Tokyo's relationships in the region as geopolitical tensions continue to rise. Japan and Singapore recently marked the 50th anniversary of the establishment of diplomatic relations between the two nations. Japan is one of Singapore?ÇÖs top 10 trading partners, with bilateral trade reaching $65 billion in 2022. Additionally, many Japanese multinational corporations have established their regional headquarters in Singapore to expand across the ASEAN market.