12 August 2021, Singapore – Marking 25 years within the communications industry, Asia PR Werkz, one of Singapore’s earliest and largest integrated communications agencies focusing on public relations and digital marketing, has unveiled the company’s rebranding to APRW. The rebrand includes a modernised name, new logo, and website, heralding the agency’s new phase of growth and reflecting its forward-looking communications approach. It is the first of the agency’s 25th anniversary initiatives.
The new logo (right) takes a shortened form of Asia PR Werkz as an acronym
Keeping Conversations Alive with New Logo
Leading the rebranding, Ms Ginny-Ann Oh, Director of APRW, shares, “The rebranding has been a year-long exercise as we came together to take stock and reflect on our identity and accelerate towards our goal of becoming the agency of choice in the countries we are in, and beyond.”
The refreshed logo, designed by leading brand consultancy Evye LLP based in Singapore, captures the essence of the firm’s progressiveness while preserving a piece of history. Boldly inked, the APRW name represents the firm’s adventurous spirit in challenging new frontiers while placing increasing importance on digital and social media in the area of public communications.
“The new logo retains our signature orange in the form of a speech bubble, symbolising our aim to spur inspiring and meaningful conversations. and nurture the next generation of communications professionals. The orange embodies our long-held bold and vibrant spirit, and youthful energy that we will continue to carry as we venture into new territories,” added Oh.
New to the logo is the conversation bubble which highlights the indispensable role the firm plays in contemporary communications, ubiquitous in the communication apps used daily. It symbolises the firm’s commitment to engage in meaningful and omni-channel conversations in the world we live in.
The alphabets of APRW have also been imbued with meaning. Most noticeably, the letter “W” distinctly charges ahead at a dramatic angle, illustrating the continuous forward momentum of the firm in the years to come. The leading letter “A” pays homage to the firm’s heritage and original logo by retaining the Serif font to evoke enduring tradition and trustworthiness established over the years. Overall, the logo symbolises APRW’s desire to continuously spark conversations and be at the forefront of the communications industry.
The APRW Story
Established in 1996, APRW has built a strong portfolio of clients across diverse areas like government, public affairs, FMCG, education, health, hospitality, travel and tourism. APRW developed long-standing relationships with prolific clients including Nanyang Polytechnic, specialist professional recruitment consultancy Robert Walters, Singapore Heart Foundation, RedDoorz, Taiwan Tourism Board, and the Total Defence campaign, as the incumbent PR agency.
Taking on a forward-looking approach, the agency expanded its public relations services to build an in-house digital team in 2015, providing a holistic suite of services to offer integrated communication strategies. Led by owners-directors with strong business acumen, the firm constantly sought to lead communication efforts in new undeveloped industries of fintech and esports. In 2017, the agency grew to include a team whose forte lies in tech and startups, across different growth stages. Recognised for its dedication to excellence, APRW clinched the title of “Agency of the Year” in Marketing Magazine’s regional PR Awards 2019.
2019 marked another milestone year for the firm, with the opening of its first overseas office in Indonesia, and becoming a member of global communications platform, IPREX, acting as the sole representative for the network in Southeast Asia.
The Road Ahead
APRW has also set its sight on the regional market, aiming to enter new markets including Malaysia, Thailand and Vietnam within the next five years. The firm is also currently in the final stages of a partnership discussion with one of Singapore’s leading universities. Detailed information will be announced in the coming months.
“It is no mean feat for a local, independent agency to have grown to a team of 50 and counting, with the breadth and depth of expertise in communication across many sectors, in just 25 years. We have evolved with the changing times to develop new capabilities and service rising industries to remain at the forefront of the industry. Despite the challenges that COVID-19 has posed, we continue to expand our professional networks. We are heartened by the support and trust that our clients have placed in us over the years. As we welcome a new era, we are excited to celebrate our 25th anniversary with our employees, clients, media friends and partners alike,” commented Ms Cho Pei Lin, Managing Director of APRW.
APRW (formerly known as Asia PR Werkz) is one of Singapore’s earliest and largest independent integrated communications agencies focusing on public relations and digital marketing. Since 1996, the firm has grown exponentially and built a strong portfolio of clients across diverse areas like government, public affairs, consumer goods and services, education, hospitality, travel and tourism, startups, charities and non-profit, among many others.
The agency is uniquely led by a team of owners-directors who combine keen business acumen with a wealth of experience to design and deliver bespoke communications solutions and successful marketing campaigns for its clients across Asia Pacific. APRW is also an award-winning agency, clinching the title of “Agency of the Year” for Marketing Magazine’s regional PR Awards 2019.
APRW is a member of global communications platform, IPREX, acting as the sole representative for the network in Southeast Asia. The firm opened its first overseas office in Indonesia in 2020.