Mulberry acquires Singapore's Red Dawn Communications

Effective from today, 1 February, the agency has taken on the Mulberry name, adding an extensive client list to its parent's portfolio. This includes ongoing PR work for three retail malls in Singapore, as well as work with SingTel and the People's Association Youth Movement.

Mulberry's worldwide chief executive Chris Klopper says an entry into the Singapore and Southeast Asian markets had been in the cards for several years. "We have been actively planning our market entry in Singapore, and building the client base there, for the past three years," he told Campaign. "As a company, we always take a long-term view so we have moved forward in a coordinated and planned way to ensure we are best placed to offer our colleagues the kind of challenges that will keep them within the Mulberry family."

Florence Ang will be the head of that family in Singapore, leading the team as director of the local agency. She will report directly to Klopper, while working in coordination with Paul Manser, vice president of the Asia-Pacific region for Mulberry.

"Joining the Mulberry team allows us (Red Dawn) more opportunities to provide superior service in a rapidly-changing and increasingly global environment," Ang said.

Klopper says the agency currently comprises of seven full time staff, with a plan to expand quickly over the coming years. "We have deliberately selected new offices in Tanjong Pagar Road as they have the capacity to comfortably accommodate 15 or 16 people," he said. "Given the exciting new business pipeline that we currently have for the Singapore office, I can see this team scaling rapidly."

Klopper says Mulberry, which also has offices in Melbourne and Beijing, was still considering other Asian assets. "This acquisition is clearly an important part of the puzzle for Mulberry, but don't rule out the possibility of other acquisitions in Singapore or further office openings in the region in the near to medium term."