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Singapore & Manila, 03 April 2025 – Ellerton & Co. Public Relations (“Ellerton & Co.”), a public relations agency focused on Greater Southeast Asia, announces its official expansion into the Philippines with the appointments of Gab Abeleda as Regional Director, and Ariana Ubina as Regional Senior Account Manager. This marks a significant milestone for the agency and underscores its commitment to delivering high-impact communication strategies in one of the region’s most dynamic and fastest-growing economies - the Philippines. Currently, over 90 percent of Ellerton & Co.’s clients partner with the agency across multiple markets.
In its initial phase, Gab and Ariana will help Ellerton & Co.'s roster of global clients to support their market expansion efforts in the Philippines. The agency has been working with several clients over the past ten years, expanding its efforts beyond Metro Manila into emerging business and technology hubs such as Cebu, Davao City and Cagayan de Oro. The agency also works with hero brands within the Philippines, supporting global investor positioning, business expansion, talent acquisition efforts, as well as providing strategic counsel and crisis support.
Gab brings over a decade of strategic communications experience from leading global PR and integrated firms, most recently serving as Vice President at FleishmanHillard Philippines. In this role, he led communication and marketing strategies for top multinational brands, including Canva, Abbott, Unilever, and Lazada. His expertise in aligning business objectives with actionable insights will be key to driving the agency’s growth and ensuring client success across Southeast Asia.
With eight years of experience crafting narratives for industries such as banking, insurance, and cybersecurity, Ariana has led local and regional media campaigns with fast-growing PR firms. She has successfully managed public relations initiatives for some of the world’s leading tech companies, including LinkedIn, SES, and Palo Alto Networks, and has directed impactful social media campaigns for prominent brands such as BPI and Unilever. Ubina is dedicated to helping clients achieve meaningful engagement and enhanced brand visibility across multiple platforms.
"We are glad to welcome Gab and Ariana as we expand our presence in the Philippines, a dynamic market that is central to Southeast Asia’s economic growth,” said Oliver Ellerton, Director at Ellerton & Co. “With their leadership, we are well-positioned to deliver impactful storytelling and strategic counsel not only in Metro Manila but also in emerging innovation hubs such as Cebu, Davao City, and Cagayan de Oro. Their deep expertise in strategic communications and track record of success in multi-channel engagement make them invaluable assets to our growing regional team.”
The Philippines ranks alongside India and Vietnam as one of the fastest-growing economies in the Indo-Pacific region and globally, with a positive outlook fueled by rising foreign investment, an improving labor market, and easing inflation. For nearly a decade, Ellerton & Co. has operated across Southeast Asia, developing a deep understanding of each market. The agency positions itself as a strategic partner for ambitious, globally-minded Filipino companies seeking growth in neighboring markets, while also helping Asian and global brands navigate the local communications landscape as they expand into the Philippines.
“It’s an exciting time to join Ellerton & Co., and I’m thrilled to work alongside such a diverse and talented regional team,” said Gab Abeleda, Associate Director, Philippines. “I look forward to leveraging our deep market insights to help brands in the Philippines and across Greater Southeast Asia achieve their business objectives through impactful communication strategies and build lasting connections with their audiences.”
Reflecting on the agency’s momentum, Prayaank Gupta, Executive Director at Ellerton & Co., said, “Despite the challenges faced by the PR industry the past year, we’ve achieved a number of client wins and expanded our partnerships with existing clients, who continue to trust us with larger remits in terms of markets and services. By attracting top talent, we are well-positioned to deliver even more impactful results for our client partners. The Philippines presents an exciting market with tremendous potential, and we are delighted to attract and bring in some of the best local talent. Our goal is to double our local revenue and grow our regional team to 10 consultants by 2026."
Ellerton & Co. has built a strong reputation for its results-driven approach to public relations, serving clients across industries such as hospitality, business and consumer technology, financial services, education, healthcare and more. With its expansion into the Philippines, the agency aims to provide more localized support and strategic insights to help organizations enhance their brand presence across Asia.
Headquartered in Singapore, Ellerton & Co. now officially operates in four direct markets: Vietnam, Indonesia, the Philippines, and Singapore, with consultants in Thailand, India and Hong Kong. The agency also collaborates with strategic partners in geographies such as China, the U.S., ANZ and Europe. In addition to traditional public relations services, Ellerton & Co. offers social media management, branding and design capabilities, and investor relations to brands throughout Southeast Asia. With a 90 percent renewal rate among retainer clients, the agency consistently demonstrates its ability to deliver measurable results.
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