S6 E11: Drivers of Brand Influence in the Asia-Pacific Region with Andy See

Andy See discusses PRGN's 2025 Influence Insights survey results from an APAC perspective, highlighting the distinct challenges and opportunities for brands in the Asia-Pacific (APAC) region.

Andy, Bill, and Adrian talk about how cultural, regulatory, and market dynamics impact brand strategy and communication approaches in APAC and beyond. Their discussion underscores the importance of adapting strategies to local contexts and cultural nuances.

Download PRGN's whitepaper on insights from the 2025 global survey on Brand Influence.

Key Takeaways

• The PRGN survey offers vital insights into brand influence across diverse global markets, reaffirming the need for customized communication strategies.
• The Asian market is evolving, with growing emphasis on establishing trust and reputation among local brands.
• Consumer expectations are evolving, merging traditional PR objectives with immediate sales goals.
• Cultural differences shape perceptions of technological innovation and emotional connections in various markets.
• Thought leadership in the APAC region faces challenges due to cultural norms favoring discretion over public exposure.
• Collaboration with local experts is crucial for crafting effective strategies and navigating the complexities of market penetration in diverse contexts.

About the Guests

Andy See Teong Leng is Principal Partner and Managing Director of Perspective Strategies, a strategic communications and issues management firm in Kuala Lumpur, Malaysia. Andy founded the firm in 2006 after working with multinational and local consultancies including The Boston Consulting Group (BCG) and Edelman for more than a decade. Perspective Strategies has built a solid reputation for quality strategic counsel and is one of the leading PR and Strategic Communications consultancies in Malaysia. Andy adopts a hands-on approach to his work and the business. Besides managing the firm, he leads strategic client relationships and coach corporate spokespersons in their media and stakeholder engagements. He is also an Adjunct Professor in the School of Media and Communication, Taylor’s University and a past president of the Public Relations and Communications Association of Malaysia (PRCA Malaysia). He speaks regularly at industry events and contributes thought leadership articles on PR, Leadership, Strategy, Sustainability and Communications.

Bill Southard is founder and CEO of Southard Communications in New York. He also serves as Marketing Committee Chair for PRGN. Bill launched Southard Communications in 1994 and has since experienced consistent and considerable growth and today represents a broad range of clients across a myriad of industries. In his day-to-day role at the agency, Bill drives the creative process, provides ongoing strategic counsel and manages all crisis communications on behalf of agency clients. With more than 35 years of communications experience, Bill has counseled some of the country's leading Fortune 500 firms. Prior to founding Southard Communications, he was president of Earle Palmer Brown Public Relations and previous to that General Manager with Dorf & Stanton Communications.

About the Host