Case Study
Client: Emery Worldwide
Foreword Communications was appointed Emery Worldwide’s PR consultants for Singapore, Hong Kong and Australia in August 1997. A US$2.4-billion company, Emery Worldwide provides global air and ocean freight transportation, logistics management, customs brokerage and expedited services to manufacturing, industrial, retail and government customers.
Based in Redwood City, California, Emery operates in 229 countries through a worldwide network of more than 500 service centers and agent locations. Emery’s South Asia’s HQ is located in Singapore with its North Asia HQ in Hong Kong.
Mr Rocco Sacci, Corporate Communications Director, Emery Worldwide in the United States decided on a local Singapore–based PR agency after his company’s dissatisfaction with a US-based international PR consultancy which handled the Emery account for a number of years. He decided on Foreword Communications after detailed discussions and pitches with a number of local PR agencies in 1997.
As Emery was not a consumer or product based company, Foreword’s challenge was to formulate PR tactics to raise the company’s profile and capabilities without too much hype and hoopla and in keeping with the company’s conservative approach to marketing communications.
Foreword Communications proposed a more proactive media focused campaign as Emery being an “Old World’ company was rather conservative in their dealings with the media. Agency counseled the company’s key management staff to communicate more frequently with media in order to build a better rapport with the press and in the process project the Company and its management as dynamic players in the logistic and transportation business. Foreword also counseled Emery to announce achievements, contracts, projects and milestones more frequently to build better name recall among targeted groups
Agency also proposed that Emery involve itself in more event-based PR activities. The objective being to project the Company as a good corporate citizen, build bridges with customers and businesses as well as raise the visibility and profile of the Emery’s brand name in the market. Agency proposed an annual event named “Movers of Hope” which exploited the company’s capabilities to help the underprivileged in the region. This annual PR event organised in 1999 and 2000 garnered tremendous media coverage for Emery in the local and regional media.
In view of Foreword’s excellent work and service standards, Emery Worldwide appointed Foreword Communications in 1999 as the lead agency for company in the Asia Pacific with expanded responsibilities to include all countries in the region.
Foreword’s hands-on and creative approach to PR resulted in Emery being a more visible customer-driven company in the field of transportation and logistics solutions in Singapore and the Asia Pacific region. The market was also more aware of Emery‘s products and offerings in view of the constant media coverage the company received in the business dailies and trade press.
Based in Redwood City, California, Emery operates in 229 countries through a worldwide network of more than 500 service centers and agent locations. Emery’s South Asia’s HQ is located in Singapore with its North Asia HQ in Hong Kong.
Mr Rocco Sacci, Corporate Communications Director, Emery Worldwide in the United States decided on a local Singapore–based PR agency after his company’s dissatisfaction with a US-based international PR consultancy which handled the Emery account for a number of years. He decided on Foreword Communications after detailed discussions and pitches with a number of local PR agencies in 1997.
As Emery was not a consumer or product based company, Foreword’s challenge was to formulate PR tactics to raise the company’s profile and capabilities without too much hype and hoopla and in keeping with the company’s conservative approach to marketing communications.
Foreword Communications proposed a more proactive media focused campaign as Emery being an “Old World’ company was rather conservative in their dealings with the media. Agency counseled the company’s key management staff to communicate more frequently with media in order to build a better rapport with the press and in the process project the Company and its management as dynamic players in the logistic and transportation business. Foreword also counseled Emery to announce achievements, contracts, projects and milestones more frequently to build better name recall among targeted groups
Agency also proposed that Emery involve itself in more event-based PR activities. The objective being to project the Company as a good corporate citizen, build bridges with customers and businesses as well as raise the visibility and profile of the Emery’s brand name in the market. Agency proposed an annual event named “Movers of Hope” which exploited the company’s capabilities to help the underprivileged in the region. This annual PR event organised in 1999 and 2000 garnered tremendous media coverage for Emery in the local and regional media.
In view of Foreword’s excellent work and service standards, Emery Worldwide appointed Foreword Communications in 1999 as the lead agency for company in the Asia Pacific with expanded responsibilities to include all countries in the region.
Foreword’s hands-on and creative approach to PR resulted in Emery being a more visible customer-driven company in the field of transportation and logistics solutions in Singapore and the Asia Pacific region. The market was also more aware of Emery‘s products and offerings in view of the constant media coverage the company received in the business dailies and trade press.
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