PSI opens first regional hub outside of London with APAC headquarters in Singapore

PSI, the international arm of global out-of-home communications agency, Posterscope, will open its first regional hub outside London on 14 July 2014. Led by newly appointed head of PSI APAC, James McEwan (pictured), the new hub will enable PSI to capitalise on the vast opportunities offered by the fast-growing middle class demographic and rapid air travel expansion in the region.

Operating out of Singapore, PSI APAC will offer a full regional planning, buying, activation and evaluation service for clients locally, regionally and globally. It will do so through leveraging and growing existing relationships with vendors and local Posterscope network offices.

With half of the world’s middle classes expected to be APAC-based by 2020 and 29% of global luxury spend already attributable to Chinese audiences, the new hub will put PSI in a prime position to help brands tap into this affluent customer demographic.

McEwan commented, “This move represents a fantastic opportunity to grow PSI’s proposition across a diverse and rapidly-evolving region. Not only will it put us in an unrivalled position to help Asian brands expand their communications footprints outwards, but our enhanced insight into the local marketplace, combined with our multi-regional acumen will be invaluable to western brands wanting to target APAC consumers.”