PSI Opens APAC Headquarters in Singapore

– PSI’s first regional hub outside of London opens in Singapore on 14 July
– New hub will capitalise on rapidly expanding middle class demographic and huge investment in air travel within Asia-Pacific (APAC)
– James McEwan appointed to head of PSI APAC, supported internationally by PSI managing director, Liz Jones
PSI – the international arm of global out-of-home (OOH) communications agency, Posterscope – will open its first regional hub outside London on 14 July 2014. Led by newly appointed head of PSI APAC, James McEwan, the new hub will enable PSI to capitalise on the vast opportunities offered by the fast-growing middle class demographic and rapid air travel expansion in the region.
Operating out of Singapore, PSI APAC will offer a full regional planning, buying, activation and evaluation service for clients locally, regionally and globally. It will do so through leveraging and growing existing relationships with vendors and local Posterscope network offices.
With half of the world’s middle classes expected to be APAC-based by 2020 and 29% of global luxury spend already attributable to Chinese audiences, the new hub will put PSI in a prime position to help brands tap into this affluent customer demographic.
Air travel in APAC is also growing rapidly, with the region’s airports forecast to be generating a third of global passengers in the next three years. China alone has 42 terminal openings planned over the next 10 years and is forecast to become the number one business travel market in the world by 2016, while Singapore, Jakarta, Bangkok and Seoul are all experiencing annual business passenger increases of 10% or more.
James McEwan, head of PSI APAC, commented: “This move represents a fantastic opportunity to grow PSI’s proposition across a diverse and rapidly-evolving region. Not only will it put us in an unrivalled position to help Asian brands expand their communications footprints outwards, but our enhanced insight into the local marketplace, combined with our multi-regional acumen will be invaluable to western brands wanting to target APAC consumers.”
Liz Jones, managing director of PSI, added: “Many clients have a focused need to reach affluent business and leisure customers, particularly in the luxury, technology, energy and financial sectors. Our new Singapore office will put PSI in the best position to help them do so.”
Having risen from international account director to group business director and board member for PSI London over the past five years, James will build the new APAC operation, supported from an international perspective by PSI managing director, Liz Jones. With over 20 years’ experience in international media and advertising, Liz has led PSI since 2008, delivering creative OOH solutions for blue chip clients across the globe.