Telco Circles Life taps The PR Group for Australian expansion

Singapore-based telco Circles Life has appointed The PR Group to its support its expansion into Australia.

Circles Life made a name for itself in the Australian market last year after it published a break-up letter in The Courier Mail, which appeared like a woman named Charlotte was leaving her partner, T, but was later revealed to be an ad encouraging Australians to break up with their telcos.

The updated letter was revealed the next day

Later in the year, the telco gave the finger to 2020 with a bronze statue of the hand gesture travelling around the Sydney CBD. The activation asked Australians to “take back their power and ask 2020 to fuck off”.

The PR Group will leverage its offices in Sydney, Melbourne and Singapore to help the telco grow consumer awareness of the brand.

Circles Life head of Australia, Kristen Holden, said: “As we introduce Circles Life to Australian mobile users we rely heavily on The PR Group’s understanding of our business culture and our target market. The team’s insight-led creativity and outstanding media connections, helps us deliver smart and engaging PR campaigns that drive impact in the Australian market.”

The PR Group has also kicked off the year with new accounts with customer service leader Zendesk and Singaporean digital agency First Wave.

The agency will work on Zendesk’s internal communications across the Asia-Pacific region, and has been tasked with launching Hasbro’s digital version of Monopoly, Monopoly Explore! SG, which was designed by First Wave in Singapore.

“We needed a partner who understood our business, who had a growth mindset and who can unite people working remotely across many different functions and geographies,” said Zendesk chief operating officer for Asia Pacific, Wendy Johnstone. “The PR Group is that partner.”

The PR Group’s CEO, Caroline Shawyer, reflected on the growth of the agency and the Singapore office, which opened in 2019.

“We are humbled and invigorated by the opportunity to work alongside these leading brands in the Asia-Pacific region,” she said.

“We thrive on working with companies who share our values. Each of these businesses is an invaluable partner – Zendesk as a company that builds connections between people and communities around the world, Circles Life as a challenger that delivers value and fun for mobile users across the region and Monopoly as an innovative brand that has continued to drive connection and reach new audiences through its creative marketing efforts.”


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