ABOUT

PREPARED BY STRATEGIC PUBLIC RELATIONS SDN BHD | AUGUST 2020

PREPARED BY STRATEGIC PUBLIC RELATIONS SDN BHD | AUGUST 2020
 “We help client organisations build positive,
sustainable and authentic relations with
their stakeholders, protect their reputation
Media
Relations
Stakeholder
Engagement
Corporate &
Financial and position their brands.”
Communications

We are adept at handling multiple tools to build public relationships for our clients,
from media relations to events and from sponsorships to websites and content hubs,
while advising them on delivering their brand promise through credible and transparent
messaging which is consistent with their actions.

Issues and Crisis Brand Positioning Our team of multi-lingual, multi-ethnical consultants combine a wide range of expertise
Public Affairs
Management & Messaging
and backgrounds including journalism, advocacy, business consultancy, branding and
marketing, digital communications, hospitality and creative (graphic design,
copywriting).

We specialise in reputation management, issues and crisis communications, public

affairs, and stakeholder engagement, as well as consumer and premium brand
marketing, content development, social media management and influencer
Creative Services Digital & Social
engagement, brand experience events and activation.
Content
Media Development
Management

PREPARED BY STRATEGIC PUBLIC RELATIONS SDN BHD | JULY 2020

 Strategic Public Relations
Group (SPRG)
● Established in July 1995
● One of the largest public relations networks in Asia
and Hong Kong’s largest public relations consultancy
● Integrated public relations group and an investor
relations/financial communications specialist
● 290+ professionals
● Over 300+ retainer clients in the Asia Pacific region
● 160+ listed company retainer clients
offices ● Completed 465 new listings
Hong Kong | Beijing |
Shanghai | ● 380+ awards
Guangzhou | Taiwan |
Singapore | Malaysia |
Australia
● 15 offices in the region plus a cohesive global
affiliation network covering over 140 cities
SPRG member company
SPRG associate company

PREPARED BY STRATEGIC PUBLIC RELATIONS SDN BHD | JULY 2020

 Selected Associations, GLCs, MNCs, NGOs
we have worked with

PREPARED BY STRATEGIC PUBLIC RELATIONS SDN BHD | JULY 2020

 COMM-UNITY
While under the Movement Control Order since mid March
due to COVID-19, SPRG Malaysia took the opportunity
to launch COMM-UNITY by The Last Straw - a community
driven content hub for people, business and social causes to
support each other during the pandemic and beyond.

COMM-UNITY, derived from the words ‘communication’ and

‘unity’, is a free digital media platform that features curated
content from content creators, businesses and individuals
who are trying to cope with the current situation. It offers tips
and resources for mental and physical wellbeing and
promotes a buy local and support local causes spirit. Three-
weeks into its going online, COMM-UNITY moved into its next
phase which saw it engage with its audience via LIVE videos,
webinars and user-generated contributions.

Scope of Work:
Social media management
Branding
Content creation
Creative solution
Website Development
Video Production

PREPARED BY STRATEGIC PUBLIC RELATIONS SDN BHD | JULY 2020

 Having supported many of our clients who practice sustainability
throughout the years, we launched The Last Straw, an Online portal on all
things sustainable. With close to 30,000 dedicated followers, The Last Straw
aims to inform, educate as well as encourage people to comment, discuss
and share their views and ideas for a more sustainable lifestyle.

PREPARED BY STRATEGIC PUBLIC RELATIONS SDN BHD | JULY 2020

SUCCESS STORIES / CLIENT TESTIMONIALS

“Dear Stefanie, “SPRG successfully handled with sensitivity “SPRG has been instrumental in helping
Hope this email finds you well. I want to and finesse our crisis communications in a EUMCCI engage with media and other
extend my heartfelt gratitude to your digital challenging, politically charged post-election stakeholders, contributing to maximize
team, namely Afif and Dean, who have environment with rumors and allegations our advocacy efforts and our unique
worked tirelessly on the production of our implicating high level politicians and Ministers. positioning as the voice for EU
Iftar series (breaking fast) video campaign, SPRG's senior crisis team also executed all media businesses in Malaysia. Their
with a total of 8 videos produced. The team requirements successfully for this complex professional consultants have provided
has been in good spirits despite the fasting subject matter which required education of all us with sound advice and have been
month and have produced the videos in stakeholders, including Government officials, very responsive to our often-changing
record time. Please extend my heartfelt NGOs, Media and the public. We have needs and requirements. They are
gratitude to the team and Kudos to you for since developed a strong and friendly ongoing passionate about their work and go all
having a good team on your side. Have a working relationship with SPRG.” out to create awareness and exposure
great week ahead! for EUMCCI.”

Ahmad Khalif Dato' Rathakrishnan Roberto Bonetello

Executive Chairman Managing Director Chief Executive Officer
 Exclusive Preview of Teringin @ Sri
Ukay - Ultra luxury residence by
Rembawang
SPRG managed the exclusive preview of ‘Teringin @
Sri Ukay’, an ultra luxury residence through an
evening of sensory experience held at Carcosa Seri
Negara. The event saw the attendance of high net
worth individuals as well as the coming together of
nostalgic elements from the past, a key highlight for
the event. In addition to providing the database
management, SPRG Malaysia’s event arm conducted
the entire event planning and management.

Event Consultation and Management

Media Relations
Secure Key Guest Attendance
3rd party vendor liaison

Rembawang Holdings

PREPARED BY STRATEGIC PUBLIC RELATIONS SDN BHD | JULY 2020

 Angry Bird Activity Park
- Media Preview Event For Angry
Bird Activity Park

SPRG organised the media preview event for the launch

of Southeast Asia’s first indoor Angry Birds Activity Park
at KOMTAR Johor Bahru City Centre (JBCC)
Media relations - Generate buzz and pre-opening
publicity
Media outreach - Announce the opening date, creating
excitement and publicity for the newly launched park
Organised media event - securing media attendance
Facilitated press conference
Arranged special media trips to the park

PREPARED BY STRATEGIC PUBLIC RELATIONS SDN BHD | JULY 2020

 Setia Haruman - Destination Branding for
Cyberjaya (Public Relations & Digital
Campaigns)

Setia Haruman, Master Developers of Cyberjaya, appointed SPRG to

strengthen its position it as a livable city and to boost its overall population.

SPRG navigated through the challenge of changing the general perception of

Cyberjaya being a static, not ideal to-live-in township, by highlighting each
key component via related events, engagements and communication
activities.

To build the livability narrative of Cyberjaya, SPRG crafted an ongoing and

impactful stream of communication across multiple platforms with proactive
media relation strategies, influencer engagements, social media plans,
human interest stories and PR initiatives.

Notable outreach included International Women's Day and Cyberjaya's safe

city campaigns. Cyberjaya Music Festival, cementing Cyberjaya's position as
a technological hub, exclusive interview opportunities for company’s
spokespersons and impactful social media campaigns which boosted
Cyberjaya's image as a livable vibrant town.

SPRG managed to gain media traction from the lifestyle news section as
well as the usual suspects, property section, which widen the outreach
beyond expectations.

Scope of Work
Media Relations
Stakeholder Engagement
CEO & Brand Profiling
Influencer Engagement

PREPARED BY STRATEGIC PUBLIC RELATIONS SDN BHD | JULY 2020

 Belum Conservation Malaysia / Belum
Rainforest Summit / Brainsfeed.org
SPRG conceptualised and launched Belum Forest
Friends, a loyalty and cause initiative for Belum
Conservation Malaysia, which includes media and
influencer engagement. The initiative used Brainsfeed,
a digital platform developed and managed by SPRG to
promote the Belum-Temengor Rainforest Complex
and the inaugural Belum Rainforest Summit 2016
/2018

Since its launch, Brainsfeed has expanded to

incorporate updates on activities by the Pulau Banding
Foundation and Belum Conservation Malaysia. With
close to 30k Followers on Facebook, Brainsfeed has
also been invited to cover events as a media portal.

Content development - articles on BRainSfeed

Social media management - BRainSfeed’s social
media
Creative design for collaterals
Media outreach and media relations
Media event - launch of BFF
Seeding for KOLs/influencers and KOL communication
Support for marketing initiatives

PREPARED BY STRATEGIC PUBLIC RELATIONS SDN BHD | JULY 2020

 Ocean Park Hong Kong
- Media Engagement

SPRG Malaysia handles media

relations and social influencer
engagement for Ocean Park Hong
Kong’s seasonal festivities.

Media fam trips - arranged special

media trips to the park
KOL management
Press releases distribution
Lobbying for coverage
Providing support for Ocean Park’s
marketing events

PREPARED BY STRATEGIC PUBLIC RELATIONS SDN BHD | JULY 2020

 PUMA #CALITRAVELOG Party
Featuring K-Pop Star HYOLYN

SPRG assisted in planning and organising as

well as managing the regional campaign of the
‘PUMA Cali Party’ held in conjunction with the
re-release of PUMA’s iconic PUMA Cali shoes.
The regional campaign's ambassador, K-Pop
star Hyolyn, was present in Malaysia for the
launch party. SPRG was incharge of facilitating
media relations for both Hyolyn and the
launch event, successfully securing exclusive
interviews for Hyolyn with Tier 1 media across
print, broadcast and online. Over 100 media
titles from around the region were present at
the invite-only party and the PUMA
#CALITRAVELOG campaign received an
overwhelming response in Southeast Asia,
selling out in across all PUMA stores within a
few weeks of its release.

PREPARED BY STRATEGIC PUBLIC RELATIONS SDN BHD | JULY 2020

 Launch of PUMA SELECT store in
Sunway Pyramid
SPRG facilitated the grand launch of PUMA’s first
SELECT store in Malaysia. The event was attended
by key personalities in the fashion industry and
also the members of the media.

The event gave the audience a glimpse of PUMA’s

upcoming collaborations with celebrities like
Rihanna, Selena Gomez and Cara Delevingne
through a fashion show held outside the store
itself.

The event gained high social media engagements

with many social media influencers and the public
posting about the fashion show online.

Post-event also saw great exposure for the store

and the products with mainstream magazines and
newspapers doing exclusive feature articles about
the event.

PREPARED BY STRATEGIC PUBLIC RELATIONS SDN BHD | JULY 2020

 Core Team
Members

Stefanie Braukmann
General Manager
Theresa Lam Kevin Tan
Issue/Crisis Counsel & Associate Director Associate Director
General Guidance

Account Lead Xxxx

Media & Strategic
Partnerships

Raja Azraff
Aghilan Ramachandran Afif Suhaimi Arivin Ponnan
bin Raja Azmil
Account Manager Lead Digital & Creative Senior Account Executive
Account Manager

Influencer Engagement & Digital Media Strategy &

Media Relations Stakeholder Outreach
Content Creative Direction

PREPARED BY STRATEGIC PUBLIC RELATIONS SDN BHD | JULY 2020

 CORE TEAM MEMBERS

Stefanie Braukmann
General Manager
An expert in transforming corporate reputation through brand-building, high-level
stakeholder engagement and community outreach, Stefanie brings over 25 years of professional
communications experience in Europe and Asia to her clients, of which 17 years spent in Malaysia.

With deep expertise in areas as diverse as FMCG, retail, telecommunications and

automotive, Stefanie has also devoted much of her career to working with companies and NGOs on
enhancing their public goodwill through CSR strategies centred in sustainable business practices and
public dialogue.

Unlike conventional public relations practitioners, Stefanie is fluent in total brand development
and has been part of several successful integrated projects involving corporate identity,
advertising, digital and media planning as a core contributor of both strategies and ideas, all of which
went on to deliver strong business results for clients.

Among her diverse client portfolio are MNCs and FMCG brands such as Nestle, Unilever,
Mead Johnson as well as local organisation such as EPF, ICLIF, IBFIM, Securities Commission,
Petronas. Stefanie has acted as key communications advisor for EUMCCI for close to 10 years and has
built strong relationships with associations and Government agencies in the process.

PREPARED BY STRATEGIC PUBLIC RELATIONS SDN BHD | JULY 2020

 CORE TEAM MEMBERS

Theresa Lam
Associate Director
Theresa is a witty Hong Konger with a good sense of humour living in Kuala Lumpur. She is among
the elite group of PR practitioners who is bi-lingual and given her exposure to living in Hong Kong,
the UK, Singapore and Malaysia, she adapts easily to the different work environment and acts as
a conduit between cultures.

She dabbled in broadcasting as voice over talent and as a podcaster at www.chanfong.com

before she began her career in storytelling with Strategic Public Relations Group’s Kuala Lumpur
office.

Theresa’s agency experience covers both consumer and corporate communications as well
as investor communications. Her past clients include homegrown and international brands
ranging from an international internet company, the brewer for the world’s Number 1 beer, a global
sports brand, a few MLM companies to a wide variety of small-medium enterprises. To further
solidify her ability in advising clients in the IR sphere, Theresa obtained a Certificate in Investor
Relations from the UK IR Society.

Theresa has a Master in Communication with the Limkokwing University of Creative Technology
in Cyberjaya, Malaysia and a BA in Accounting & Law from the University of Manchester, UK.

PREPARED BY STRATEGIC PUBLIC RELATIONS SDN BHD | JULY 2020

 CORE TEAM MEMBERS

Kevin Tan
Associate Director
Kevin is a seasoned PR Consultant with extensive experience in Public Relations, Advertising, and
Digital Communications.

Kevin began his career in an integrated marketing agency before joining an international PR network
where he specialized in corporate and technology communications as well as the property
development sector; managing a wide range of industry-leading clients.

He later joined an international 4A’s creative agency as Digital Account Manager for a range of
consumer and ethical healthcare brands under Sanofi.

Over the years, Kevin has acquired a vast portfolio of client brands including Accenture, AXA AFFIN
Life Insurance, British American Tobacco, Etihad Airways, Sanofi, SAP, Schneider Electric, and Sunway.

At SPRG Kevin manages accounts across several sectors and effectively leverages on his expertise on
what makes news and how to present them successfully to his clients’ audiences.

PREPARED BY STRATEGIC PUBLIC RELATIONS SDN BHD | JULY 2020

 CORE TEAM MEMBERS

Aghilan Ramachandran
Account Manager
Aghilan (Alan) is an experienced PR and communications professional with a wide range
of experience in the industry across areas such as public relations, events marketing,
influencer/talent management and digital communications. Over the years, Alan has worked on a
variety of consumer brands in retail, sports, lifestyle, luxury, fashion, entertainment and more.

At SPRG, Alan’s involvement in the consumer team has enabled him to acquire a vast portfolio
of client brands such as Puma, Grab, MBO Cinemas, Bestseller Fashion Group, Emperor Group,
Setia Haruman, Ocean Park Hong Kong, Svenson and many more.

On top of managing clients in the consumer industries, Alan also leads the
influencer/talent management division of the company working closely with local key opinion
leaders (KOLs), influencers and bloggers on brand-related campaigns and projects.

Previously attached to one of the leading Influencer and Content Marketing companies in Asia,
Alan’s prior involvement in influencer and talent management has seen him manage alcohol,
entertainment and lifestyle brands such as Tiger, Asahi, Guinness, Heineken, KFC, Dutch Lady, Sony
Pictures, Disney Malaysia and the Sepang MotoGP to name a few.

PREPARED BY STRATEGIC PUBLIC RELATIONS SDN BHD | JULY 2020

 CORE TEAM MEMBERS

Raja Azraff
Account Manager
Raja Azraff has more than 7 years of experience in dealing with public affairs and
stakeholder relationships, both locally and internationally, and has built a strong network of contacts
with government and civil society organisations alike.

Prior to joining SPRG he served as Head of Department / Manager of the Global Movement
of Moderates (GMM) which was founded as an extension of Malaysia’s Foreign Policy to
promote sustainable peace and prosperity in regional and global platforms. The movement gained
support and recognition from world leaders as well as international and regional inter-
governmental organisations, such as the United Nations (UN) and ASEAN as an initiative to reject all
forms of extremism and promote moderation.

Raja Azraff is also a current elected Member of the Malaysian Youth Parliament from the
Selangor State as well as Chairman of its International Relations and Diplomacy Committee. He is
passionate about community development especially with regards to youth, sports and human rights
advocacy and has been active in this field for more than 6 years, both in a personal as well as official
capacity, such as his three year attachment with Akademi Belia (Youth Academy) from 2013 until
2015, where he organised workshops, forums and programs to encourage youth participation in
various fields, providing a platform to the youth community to be involved in policy discussions.

PREPARED BY STRATEGIC PUBLIC RELATIONS SDN BHD | JULY 2020

 CORE TEAM MEMBERS

Afif Suhaimi
Lead Digital & Creative
As a graduate of Corporate Communications at UNISEL, Afif has since made strides in corporate
communications, event management, and branding. His work in these fields then evolved into a
specialty in social media; Afif has experience in influencer engagement and is up to date with the
most current social media trends, evident in his social media campaigns for multiple clients. Within
his 4 years with SPRG, Afif’s client portfolio boasts of large scale clients such as PUMA, Grab, Belum
Conservation Malaysia, Pulau Banding Foundation, Merdeka Award, Bestseller Fashion Group,
Emperor Cinemas and more.

His background prior to joining the corporate world includes entrepreneurship: he founded a local
fashion label, Gifted, for which he played several roles as the graphic designer and public relations
officer. This unorthodox head start gave Afif the roots for his current role in SPRG Malaysia, where in
the last two years, he has become the lead of the Digital & Creative department. Under this
endeavor, he used his skill tree to contribute several valuable services, including video production,
graphic design, product design, web development and branding/rebranding. Combining his
education, personal incentives and prior experiences with happy clients, Afif continues to practice his
honed skills and integrates new abilities to adapt within his industry and achieve satisfying results.

PREPARED BY STRATEGIC PUBLIC RELATIONS SDN BHD | JULY 2020

 CORE TEAM MEMBERS

Arivin Ponnan
Senior Account Executive
Arivin ventured into journalism for a bit over a year covering a variety of sectors from politics to real
estate to sports.

Graduating with a communication degree, Arivin is enthusiastic about communication and is now
working on a variety of consumer brands including but not limited to sports, tech, entertainment and
property industries.

With SPRG, Arivin intensively worked on well-known global brands such as PUMA, Bestseller Fashion
Group and also with one of the leading cinema chains, MBO Cinemas. Arivin is also experienced in
handling property portfolios as he had previously worked with Cyberjaya master developers,
Setia Haruman and luxury property developers, Rembawang.

Coming from a journalism background, client servicing and media relations are Arivin's notable
strength.

PREPARED BY STRATEGIC PUBLIC RELATIONS SDN BHD | JULY 2020