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Agency Profile The information contained in this document must not be reproduced, or transmitted in any form by means electronic, mechanical, optical, photocopying, recording or otherwise, without the prior consent of Siren-Communication.
Areas of Expertise Siren's consultants have strong backgrounds in marketing & PR and proven experience in corporate communication, integrated marketing communication, as well as championing the adoption of digital PR and social media platforms for effective outreach to stakeholders.
Principal Consultant Founder & Principal Consultant Since 1989 in Asia, Karen Flynn has worked with a number of blue-chip brands, across corporate, tourism, technology, consumer products, and the health and wellness sectors. Karen specializes in developing communication programmes within integrated marketing environments and has significant experience in managing multimarket initiatives including traditional media relations and social media, as well as creating marketing collateral. Karen was the senior PR lead on the Philips Consumer Electronics account for APMEA for two years – developing the campaigns for 11 markets. She has worked with global and regional clients such as Philips, Oral-B, Unilever, sanofi-aventis, Club Med Asia, NYMEX (now CME Group), Maersk Group, and Sri Lanka Tourism Board. Now consulting with MCYS, IDA, RBS, Training Vision and AfA. Karen consults with management and marketing teams to address their branding and stakeholder engagement challenges to develop effective communication strategies. Karen Flynn http://sg.linkedin.com/in/sirenflynn
Director, Technology Practice Lead Director, Technology Practice Lead Tony is technology PR specialist with over 12 years industry experience. Throughout his career, Tony has developed and managed regional media outreach programmes for the world’s leading consumer IT and electronics brands, including Compaq Computers (HP), Macromedia (Adobe), Rio (MP3 player pioneer), NVIDIA, Philips Consumer Electronics, Philips Mobile, i-mate (mobile phones) and BenQ. Well known and respected among consumer technology and lifestyle journalists, Tony is experienced in managing product test and review programmes, and was instrumental in driving successes for such campaigns for NVIDIA, Philips Electronics and Mobile, i-mate, and BenQ hero products. Prior to joining Siren, Tony was the Regional Technology and Digital PR Lead at global communications firm MS&L, where he spearheaded regional programmes for clients in both consumer and enterprise technology. Tony keeps himself abreast with industry developments and trends and is most inquisitive on the transformative power of technology. He has conducted trainings and counselled clients on the strategic adoption of social media and Web 2.0 tools for competitive advantage, including Coca-Cola Pacific. Tony Tan http://sg.linkedin.com/in/tonytan
Corporate Affairs Manager Senior Executive, PR & Social Media Victoria has corporate & marketing communications experience in the financial, pharmaceutical and research industries where she has worked with global brands including NGOs and governments, while based in The Netherlands. She developed branding campaigns for Atradius, a global B-to-B credit insurance company across integrated media channels; managed international clients’ businesses including NGO’s and governments at IDA, and was Media Analyst for the Amsterdam School of Communications Research (ASCOR), where she developed qualitative and quantitative analytical techniques for framing EU affairs in the European media landscape. An avid networker, she specializes in managing fast-paced media to develop relationships with stakeholders. Victoria also has significant experience as a congress and events coordinator. Having studied Modern Languages in three different European Universities (Spain, France and Belgium) Victoria holds a MSc in Media and Communications from the University of Amsterdam. Victoria Orellana http://sg.linkedin.com/in/victoriaorellana
Senior Executive, PR & Social Media Senior Executive, PR & Social Media Over the past four years Rekha has worked with renowned brands across the corporate, consumer, healthcare and wellness sectors. She plays an integral role in creating awareness, coordinating brand strategies, building association and recognition through strategic communication planning and strong execution. She has previously worked with Philips Consumer Electronics where she successfully launched the next-generation Ambilight TV, amongst other key hero products. She garnered coverage across all media platforms comprising dailies, broadcast, fashion & lifestyle, F&B and technology. She was instrumental in securing product placements at fashion boutiques and F&B outlets for added exposure. The last three years she has delivered strong results for Procter & Gamble (Oral-B and Whisper), National Library Board, Sanofi Pasteur, CIBA Vision and Businesses For Families Council (MCYS). Rekha has significant experience in branding communication and corporate profiling, and online media and blogger relations management. Rekha Indiran http://sg.linkedin.com/in/rekhaindiran
Senior Executive, PR Senior Executive, PR & Social Media Joelle comes with sales and marketing experience with MNCs in various industries including management system consulting and certification, automotive, media and recruitment. Her focus in recent years has been on corporate business-to-business client servicing and has worked with international brands in the oil and gas, offshore and marine construction and logistics sector. Prior to joining Siren, Joelle worked as Account Manager (Asia Pacific) with Upstream, an award-winning oil and gas newspaper focused on news in the international oil and gas upstream sector. Her experience with the international news provider has afforded her an astute awareness of the value of news exposure for businesses. She graduated from Singapore’s Nanyang Technological University with a Degree in Business and now manages relations with the local Chinese media for clients in the training and technology industries. Joelle Kong http://sg.linkedin.com/in/joellekong
Blogger Relations & Social Media Talya has 8 years experience in marketing and communication across the consumer, arts and not-for-profit industries. She has worked both in-house and agency-side, developing and executing marketing and communications programmes across traditional and new media. Clients she has worked with include Budweiser, Buena Vista Home Entertainment, Mr Kipling, Sharwoods, Virgin Atlantic, Vodafone. She has also worked at the Victoria and Albert Museum (one of the leading Museums in the UK and globally) and Greenhouse (a leading London youth charity). Talya specialises in building brand awareness, online advocacy, writing editorial and community outreach through social networking sites including Facebook, Twitter, and other community sites. She manages blogger outreach programmes and builds active brand ambassador networks for clients. At Siren, she is currently developing and managing key online channels for various communication programmes leveraging social media. Talya Stone http://sg.linkedin.com/in/talyastone
Executive, PR Yip Min-ting has worked on businesses across the technology and corporate sectors, supporting clients such as Hewlett-Packard and Dow Chemical. She has been involved in driving brand awareness through traditional and online media channels and is experienced in executing media relations campaigns. Min brings her valuable media industry experience as a former journalist and generates well researched story pitches in order to deliver qualitative results. Prior to joining the public relations industry, Min was a journalist and contributor for Singapore Women’s Weekly, Today’s Parents, TimeOut, Her World, Shape, Simply Her, Wine & Dine, Smart Investor and Real Time. At Siren she researches market trends and supports the technology businesses in growing their footprint in business and IT media. Yip Min-ting http://sg.linkedin.com/in/minyip
Senior Executive, PR & Social Media Executive Content Development and Social Media Suren joined Siren-Communication having completed a Bachelor’s degree at Singapore Management University (SMU) where he specialized in Brand Development, Consumer Behaviour and Strategy. Previously, Suren completed an internship at Oracle Corporation in the Corporate Communications Department, where his role involved updating and monitoring Oracle JAPAC’s Social Media portals and crafting content for various media channels. He was also a Volunteer Leader in the YMCA Programmes and Events Department, helping organize and execute programmes like the Citibank-YMCA Youth for Causes Programme aimed at encouraging volunteerism in Singapore and raising money for Non-Profit Organisations (NPOs). At Siren, he researches channels for communication and develops content for online avenues including social media to increase clients’ brand awareness. Suren Rastogi http://sg.linkedin.com/in/surenrastogi
Events Organizer Thea is a dynamic, engaging and resourceful events organizer with over 15 years experience – coordinating and staffing everything from product launches, seminars, conferences, and VIP receptions. She sources venues, arranges the relevant entertainment, and negotiates the necessary packages in order to make every client’s function a success. Over the years, Thea has worked with top clients in Singapore including HSBC, DBS, Standard Chartered Bank , OCBC, Singapore Tourism Board , IDA , Cartier, Adidas, Nokia, Phillip Morris, LG, Emerald Hill Group, British American Tobacco , and Asia Pacific Breweries. She has also worked with the leading event companies and personalities such as Kremmer Events , Moe Alkaff, Concept 360, Rushes Entertainment, Sparks Entertainment and Victor Khoo Productions to produce successful events of all sizes and for many different target audiences. Thea Wong
16 Client Testimonial “I met Karen Flynn three years ago (2008). The IT Standards Committee (ITSC) was looking for a public relations professional….. Karen has consistently delivered quality work resulting in outcomes beyond our expectations. She and her staff helped with the planning of communication, review of the design of collaterals, and the management of media relations. She is partnering and professional in her approach, efficient in execution and focused on helping us achieve our objectives. It is a pleasure to work with her and hence, the continuing partnership with her.” Robert ChewChairmanIT Standards Committee
The Siren team has been working closely with the Singapore IT Standards Committee – ITSC (formed by SPRING S’pore and IDA) since 2007 to promote programming and IT standards, and create buzz and interest for codeXtremeApps, the annual 24-hour computer programming competition organised by ITSC
Undertook extensive media outreach to generate excitement during the pre-event phase and induce increased participation from contestants year after year
Created a Facebook Group for the competition and maintained content throughout the 4 years
Provided strategic counsel on messaging, media relations and cross-promotional opportunities to maintain media excitement
Garnered extensive media coverage during the post event phase that showcased winning works from the contestants across technology, lifestyle and mainstream media
Average 20 per cent increase in participation from contestants year-on-year
Competition being positioned as a key digital lifestyle event to watch every year
Today - 2010 The Straits Times Digital Life - 2010 The Straits Times Prime News (3rd Page) - 2009 The Business Times - 2009 HWM - 2009
19 STAKEHOLDER ENGAGEMENT Integrated Communications Ministry of Community Youth & Sports (PR, social media, on-ground activation)
Educating and Engaging Businesses & Consumers Programme Businesses for Families Council (BFC) aimed to encourage more businesses to implement family-friendly measures and leverage its initiatives to cater to families The Council intended to heighten awareness on existing family-friendly businesses, raise the profile of its accredited Markers and Pledgers and the benefits of being part of the BFC Community Activities Siren organised a ‘We Welcome Families’ Photo Contest to enable consumers to showcase/nominate their favourite family-friendly business and win great prizes. The top 3 entries won $2,000, $1,500 and $1,000 respectively; each weekend spot prizes were up for grabs BFC Markers & Pledgers were enticed to participate by offering family-themed promotions & discounts during the contest period. Several Markers/Pledgers were profiled in PR stories simultaneously to generate greater exposure across stakeholder groups Activation teams were stationed at popular shopping malls to speak with families, share information on BFC and their initiatives as well as harvest instant entries with the added draw of weekend spot prizes Results A total of 3,488 photo entries were gathered over 6 weeks An 80% increase in fans on BFC Facebook Group was obtained within 1.5 months Siren garnered PR coverage across broadcast, print and online media worth SGD989,865 over the 6 weeks; with immense interest from new businesses to learn more about the Council and join the BFC community Secured widespread online buzz about the photo contest in the social media and blogging sphere
Social Media, Blogger Outreach & EDM Design & Content Brief Siren handled digital collaterals hosted on Businesses for Families Council’s (BFC) Facebook, PickABiz.sg and referral sites such as blogs and online media. Engaged Facebook fans through information-sharing and executed several contests, injecting a fun element in the social media outreach. Online coverage includes lifestyle, contest and parenting blogs. EDM (e-direct mailers) sent to specific databases as part of the contest publicity plan. Cross-linked to microsite to give added visibility. Maintenance Daily Facebook updates that covers announcements, sharing of facts, discussion and promotions. Results Facebook fans increased by 80% in 6 weeks. Media value garnered from blogs amounted to $508,862.
Businesses for Families Council organised a ‘We Welcome Families’ Photo Contest to inform consumers of the ‘family-friendly’ concept and best practices, and encourage consumers to nominate businesses in Singapore that fulfils their family needs
Coupled with an on-ground activation team that visited malls islandwide to garner entries, Siren reached out to bloggers to help connect with their readers and entice them to submit their entries for the contest, causing a viral effect among the blogger community.
Siren proactively reached out to business, lifestyle, parent and family bloggers to inform them of this contest and gather their support and involvement
Garnered immense support from close to 20 bloggers who provided full details/website url links etc for readers prompt participation
Bloggers played a huge role in driving their readers to the Council’s Facebook Fan Page and microsite for participation. The number of fans increased from 146 to 631 in 5 weeks
Garnered a total of 3,488 entries from consumers within 6 weeks