Singapore-headquartered adtech company AdAsia has appointed WE Communications to handle its public relations in Greater China after securing US$12 million in funding to expand into the market.

WE will manage communications in China, Hong Kong, and Taiwan on a one-year contract as the company introduces its trade desk and talent network CastingAsia, to these markets.

The business will be handled from WE’s regional hub in Hong Kong as AdAsia prepares for an IPO on either Hong Kong or Tokyos’ stock exchanges after securing the Series A funding in April.

In the space of a year, AdAsia has grown from its Singapore headquarters to 10 offices in nine markets. The majority of its 150-person team works across Thailand, Vietnam and Indonesia.

The company is expected to launch offices in Malaysia, the Philippines and Hong Kong later this year, and in Dubai by the next. Chief executive Kosuke Sogo recently told Mumbrella Asia that he expected to take AdAsia public by 2019. 

Speaking about the appointment, AdAsia’s communications manager Chris Lu said: “We’re looking to establish and maintain a strong focus in the region, and see WE as an ideal extension of our communications team.

“Our cultures are very much in line with each other – with people a key focus for both sides, and we will seek to leverage on the team’s dynamism and expertise to further drive our efforts.”

WE’s VP and regional technology lead for APAC Emma Richards added: “AdAsia is a brand in motion – disrupting the advertising industry with a host of innovative artificial intelligence and advertising solutions for modern marketers,”

“As a communications company with technology in our DNA, we look to partner with brands who are driving innovation, and using technology to enhance the needs of users, and revolutionise their industries. AdAsia certainly shows potential in harnessing the motion driving their environment, and we are excited to help them enter the next phase of their brand journey.”

Mumbrella Asia understands that the agency was chosen without a pitch process.