Former McCann Worldgroup APAC chief communications officer Samantha Strauss has launched her own independent boutique agency, Ginkgo Communications, according to PRovoke Media.Speaking to the publication, Strauss said the decision to establish Ginkgo Communications was driven by shifts across the marketing, advertising and media landscape, as well as emerging market opportunities.“The decision to launch Ginkgo Communications was driven by a combination of industry evolution and market opportunity,” Strauss said. “Over the past few years, we've seen significant transformation across the marketing, advertising and media landscape. Consolidation, mergers, the impact of AI, the rise of platforms, and increased procurement scrutiny have reshaped agency business models, with many functions becoming centralised at the holding company level.”She noted that fewer agencies now have the budget for a full-time senior communications leader on the ground, despite communications continuing to play an important role.Strauss also highlighted the growing complexity and importance of the Asia Pacific region, adding that while communications strategies are often developed at global headquarters, effective execution in APAC requires a market-specific approach.“I saw an opportunity to create a more flexible model that gives agencies access to experienced communications counsel without the commitment of a permanent hire,” she said. “Having spent more than 15 years working inside some of the world's leading agency networks, I understand both the commercial realities agencies face today and the reputational opportunities available to them. Ginkgo was created to bridge that gap.”According to Strauss, Ginkgo Communications is designed to provide specialist communications support for creative agencies and marketing services businesses operating across Asia Pacific.She said many agencies are seeking to build reputation, attract talent, support new business efforts and strengthen thought leadership, but often lack the resources for a dedicated senior communications function. At the same time, communications support managed from global headquarters may not always reflect the diversity of local markets across APAC.Strauss added that the industry is also witnessing the continued rise of smaller independent agencies and creative businesses that are producing notable work and winning major clients, yet often do not have access to dedicated communications expertise.“Ginkgo provides a flexible alternative. We act as a communications partner, helping agencies build visibility, strengthen reputation and tell their stories in a way that resonates with both regional and global audiences,” she said.Strauss spent the last 10 years at McCann Worldgroup, initially joining as APAC regional communications director before being promoted to APAC chief communications officer. In that role, she was responsible for shaping and advancing the reputation of the network across 23 offices in 12 markets, including affiliates.Prior to McCann Worldgroup, she held leadership positions at Haymarket Media Group and Alphabet Media.Commenting on the agency's positioning, Strauss said, “The challenges facing agency leaders today, whether that's business transformation, talent, AI disruption, consolidation, client pressures or reputation management, aren't becoming simpler. If anything, they're becoming more complex and consequential. Ginkgo is built to deliver fractional communications leadership that gives businesses senior expertise in a way that's agile, flexible and fit for today's operating environment.”