The Drill appoints comms partner in the GCC

Praytell has expanded into the Asian market and set up a new office in Singapore. Leading the new operation is industry veteran Debbie Chin, who joins the agency as Executive Vice President (EVP), Asia.

The office is built to support global brands navigating the Asian markets, while serving as a launchpad for brands looking to expand into the U.S. and beyond. Debbie drives global brand strategy alongside regional specialists, helming an integrated, growing team of six marketing and communications professionals supported by Praytell’s global creative, strategy, and insights teams.

"Launching in Asia is a massive step forward in our global journey," said Beth Cleveland, CEO of Praytell. "While much of the industry is consolidating, we are actively investing in growth. With Debbie leading the charge from Singapore, we are pairing our independent, agile spirit with her deep regional expertise to deliver the innovative, localized storytelling that global brands need right now."

Debbie brings more than 25 years of global communications experience across London, Shanghai and Singapore. She has partnered with companies across FMCG, luxury, beauty and lifestyle, including Unilever and P&G, helping brands navigate change, build reputation and drive growth through strategic thinking, creativity and integrated communications.

"Joining Praytell at this moment of global growth is an incredible opportunity," said Debbie. "Singapore sits at the crossroads of global business, and brands today are looking for deep local insights paired with world-class innovation. I’m thrilled to bring Praytell’s global centres of excellence to Asia, and to combine our best-in-class capabilities with genuine regional fluency to drive smart, culture-first impact for our clients."

Debbie also joins Praytell’s recently launched Global Impact Team. This specialised leadership group includes CEO Beth Cleveland, President Katelyn Driscoll, CFO Akash Desai, EVP and Australia Lead Zoe Watson, EVP and Travel Practice Lead Jamie Simpson, and Project Chief Growth Officer Charles Robinson, who work collectively to support Praytell’s overarching global growth and cross-border connectivity.

The launch of Praytell Singapore is designed to create an integrated collaboration point within the Project Worldwide alliance, which is aimed to help brands build meaningful brand experiences by connecting expertise across marketing, communications, entertainment, strategy, and innovation. Based within Project Hub at The Concourse in Singapore, Praytell will unite its creative communications capabilities with the regional strengths of sister agencies including global experience marketing agency George P. Johnson and cultural brand experience agency DARKHORSE.

"In today's fragmented landscape, clients are increasingly demanding seamless, cross-disciplinary innovation," said Ben Taylor, CEO of Project Worldwide APAC. "Bringing Praytell’s world-class earned and creative capabilities into Asia is a key accelerator for Project's global growth ambitions. By partnering Praytell’s independent, agile spirit with our established regional footprint, we are delivering the complete, hyperconnected creative ecosystem that global brands need to win."

Independent agency, The Mint Partners, has marked the next stage of its national growth with the opening of a dedicated Brisbane office.

According to the agency, the expansion follows growing client demand in Queensland and positions The Mint Partners to support brands seeking to strengthen their presence in the state ahead of the Brisbane 2032 Olympic and Paralympic Games.

The Brisbane office will be led by Brisbane-based Group Account Director, Ambre Harford (pictured), who’s been at the agency for 10 years. MINT is currently building its local team and establishing a permanent base in the city.

The office will provide clients with access to MINT’s full national capabilities and resources, paired with on-the-ground market insight, media relationships, and cultural understanding.

MINT Founder and Chief Executive Officer, Genevieve Taubman Campbell, said: “Brisbane is entering an extraordinary period of growth, creativity, and global visibility. Opening a dedicated office allows us to be closer to our Queensland clients and partners, while helping brands identify and act on the opportunities emerging across the state in the lead-up to 2032 and beyond.

“Our approach has always been grounded in insight, imagination, and measurable impact. The evolution of our Sydney and Melbourne offices has reinforced how important it is to have a team genuinely embedded in the city in which they work. It is not about flying in, it is about living the culture, relationships, and rhythm of the local market.

“We are excited to contribute to the city’s evolving business and cultural landscape.”

The Brisbane office joins MINT’s Sydney headquarters and Melbourne office, as well as the agency’s broader on-the-ground presence in Auckland and Tokyo.

Vero and SB Digital have partnered to introduce an integrated offering combining AI discovery strategy, earned media specialism and media buying capabilities.

Under the initiative, Vero will lead AI discovery strategy and Generative Engine Optimisation (GEO) consulting to help brands understand and improve how they appear within AI-generated responses. SB Digital will advise on digital media buying.

The integrated approach will help organisations strengthen the foundations that shape AI visibility, including website content, messaging architecture, structured data and schema implementation. Through the partnership, organisations can work with a single integrated team to improve how they are discovered organically, while preparing for future paid opportunities within AI-driven platforms.

“GEO and LLM media buying aren’t just add-ons to effective communications - they have to be built into the strategy from the start,” said Lin Kuek, Managing Director of Vero in Singapore.

“Brands need to know not only whether they are showing up in AI searches, but more importantly, how they are being described, compared, and recommended. This requires content and media planning to work together with AI engine optimisation from the start, so brands can build visibility that is accurate and meets their marketing objectives.”