Leo Burnett agencies renamed MSL in Malaysia and Indonesia

Publicis One is bringing the MSL brand to Malaysia and Indonesia by renaming its existing Leo Burnett-associated agencies.

The move will see Leo Burnett / Arc PR Worldwide and Leo PR rebranded MSL in both Malaysia and Indonesia respectively.

The new operations join other MSL offices in the Philippines, Singapore, Thailand and Vietnam.

The Kuala Lumpur unit has more than 20 staff and is led by Sharmila Ramanath, director of PR, who reports to Publicis One Malaysia CEO Kien Eng Tan.

The agency counts Alibaba Group, Samsung, Dutch Lady, Alcon, and YTL Land & Development on its roster.

In Indonesia, Eugene Laksono, head of public relations, leads the unit and reports to the recently-promoted Brian Capel, CEO of Publicis One Indonesia.

The Jakarta headcount encompasses 15 people, who serve clients including the Hong Kong Tourism Board, Samsung, Lixil Water Technology, KraftHeinz ABC and L’Oreal.

MSL Asia-Pacific president Glenn Osaki said: “Southeast Asia is the fastest growing region in the MSL global network, with more than 40 percent growth achieved in the last year alone.

“By investing in Kuala Lumpur and Jakarta, and adding them to our footprint, we are able to offer our clients the most complete coverage across ASEAN. This in turn will create scale, efficiency, best practice sharing and access to the top talent.”

The MSL network now consists of 170 fee-earners across South East Asia.

Following Publicis Groupe’s global ‘Power of One’ restructure in 2015, a number of PR operations under the Leo Burnett and Arc Worldwide have been folded into the MSL brand.

These rebrands have been taking place in 50 markets under the Publicis One umbrella – those which only generate only 10 per cent of Publicis Groupe’s revenues.

Led by Jarek Ziebinski, the Publicis One model is aimed at unifying “fragmented” markets  that “don’t get the attention they rightfully deserve”, the holding company said at the time.


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