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Ruder Finn Asia ([https://www.ruderfinnasia.com](https://www.ruderfinnasia.com)), the global award-winning communications firm, has been appointed as a strategic partner of Insurtech Insights Asia ([https://www.insurtechinsights.com/asia/](https://www.insurtechinsights.com/asia/)), the region’s largest insurance conference. Returning to Hong Kong for the first time since COVID, the event will be held on 6th – 7th December at Kerry Hotel. Co-organised in partnership with InvestHK and FintechHK, the event aims to bring together more than 5,000 top industry leaders in Asia. In this collaboration, Ruder Finn Asia will provide comprehensive communications support to effectively enhance the event’s exposure both locally and on the international stage. 

As the leading hub for technological innovation and the insurance industry in Asia, Hong Kong makes an ideal location to host Insurtech Insights Asia, which also coincides with Insurtech Week (Hong Kong) ([https://www.insurtechweek.com/hongkong/](https://www.insurtechweek.com/hongkong/)). With the robust backing of the Hong Kong Insurance Authority, the digital transformation of the city’s insurance industry has accelerated in recent years, subsequently opening up opportunities and promoting the sustainable development of the insurance ecosystem in Asia. 
Insurtech Insights Asia offers a valuable opportunity for networking and insight exchange on pertinent topics impacting the industry including artificial intelligence, cyber security, data analytics, health and wellness, specialty, marine, captive, blockchain and more. Senior executives, entrepreneurs and investors from around the world can also visit the numerous trade exhibitions featuring local and international businesses and traders on-site. 
Headlining the line-up of the two-day event is officiating guest and keynote speaker Christopher Hui, Secretary for Financial Services and the Treasury of the HKSAR Government, who will highlight Hong Kong’s status as a thriving hub for insurance and innovation in Asia Pacific. In addition, Clement Cheung, CEO of the Insurance Authority, will share insights on the Evolution of the Insurance Market Landscape in Hong Kong. The rundown of 300 speakers also features Anil Wadhwani, Group CEO of Prudential plc; Kevin Strain, President and CEO of Sun Life; Greg Hingston, CEO HSBC Global Insurance and Partnerships; and C-suite executives from leading insurers including AIA, AXA, BOC Life, Chubb, FWD, Generali, HSBC Life, Manulife, Ping An, Prudential, QBE, Sun Life, Tata Life, Tokio Marine and Zurich. Full rundown [here](https://www.insurtechweek.com/hongkong/). 
**Hung Wai Wong, President Asia of Insurtech Insights**, said, “Insurtech Insights is pleased to partner with Ruder Finn Asia to help us implement and navigate our communications strategy for the conference. Their innovative thinking will empower us to deliver an even more engaging event that sparks and shapes conversations amongst insurance and insurtech professionals. We look forward to hosting our much-anticipated event this year in Hong Kong, where global and Asian insurance executives, insurtech professionals, thinkers and investors converge to shape the agenda for the future of the insurance industry through the latest developments in insurtech.” 
“We are delighted to collaborate with Insurtech Insights as their partner as the insurance industry is undergoing a remarkable transformation powered by innovative technology,” said **Charles Lankester, Executive Vice President, Global Reputation and Managing Director of Ruder Finn Asia**. “Communications is critical to the fast-evolving insurtech landscape and we are committed to facilitating dialogues among industry leaders to further drive innovation. Ruder Finn Asia has the optimal combination of experience, expertise and extensive regional communications network to amplify the impact of Insurtech Insights Asia and contribute to its success.”

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Insurtech Insights appoints Ruder Finn Asia as partner of the region’s largest insurtech conference in Hong Kong  

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Ruder Finn, a globally renowned integrated communications consultancy, announced today that it has acquired Pandan Social, a leading-edge digital marketing agency based in Malaysia. This strategic move enhances Ruder Finn’s commitment to strengthen its leadership position in the digital marketing landscape.
 

“We are excited to become part of the dynamic and rapidly expanding Ruder Finn team,” said Daniel Woodroof, Pandan Social Co-Founder. “This partnership will empower us to amplify our expertise and deliver even more impactful digital marketing solutions to our clients.”
 

“Together, we are poised to set new industry standards in digital marketing,” added Brandon Lee, Pandan Social Co-Founder. 
 

Founded in 2018, Pandan Social has a team of more than fourteen digital experts including strategists, creatives, and analysts, who specialize in connecting brands with their online communities and brand advocates. Their tailor-made, data-driven strategies consistently achieve outstanding results for their clients. 
 

“We are thrilled to welcome the Pandan Social team into the Ruder Finn Group. Pandan Social’s expertise in crafting analytics-based strategies will be valuable to our digital marketing practice,” said Kathy Bloomgarden, CEO of Ruder Finn. “This acquisition underscores our commitment to delivering innovative digital marketing solutions that meet our clients' evolving needs.”
 

The Pandan Social team will be seamlessly integrated with Ruder Finn’s digital arm, RFI Asia, combining the strengths of both firms. Pandan will continue to provide their suite of comprehensive digital services, including social media management, web production, graphics, video production, and influencer marketing, tailored to digital-savvy consumers.
 

Elan Shou, Global Chief Growth Officer and Managing Director of Ruder Finn Asia, added, “Our aim is not just to adopt the latest trends but to be the trendsetters in the digital marketing space. By harnessing the creative energies and expertise of both our teams, we are set to redefine the standards of digital marketing and communications, offering unprecedented value to our clients and setting a new benchmark for our competitors.”
 

With the acquisition, Ruder Finn Asia now has 26 offices across the region. Specializing in brand and digital consultancy services, RFI helps our brand partners be essential to their customers and stakeholders.

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Ruder Finn Expands Global Presence with Acquisition of Digital Marketing Agency, Pandan Social 

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_Amid challenges such as climate change and natural disasters, some principles that marketing strategies in Asia Pacific should focus on are authenticity, transparency and open communication, says Ruder Finn’s David Ko._ 
In the face of intensifying global risks, such as the aftermath of the COVID-19 pandemic and escalating climate change, the Asia Pacific region has had to grapple with an array of crises. These compounding events, including cyclones, floods, volcanic eruptions and landslides, have caused immense suffering and devastation. Amid these crises, the role of marketers becomes significantly challenging as they strive to articulate empathy and support for their customers and communities without appearing insensitive or self-serving. 
Why does their role matter? A study by Bain suggests that consumers in APAC are just as concerned about environmental, social and corporate governance issues as their Western counterparts. Brands play a crucial role in addressing these concerns, possessing the resources to effect change and significant influence over consumer behavior and public opinion. Their actions can inspire individuals, other businesses, even governments to prioritise and address environmental issues. 
In this guide, we delve deeper into strategies that marketers in APAC can utilise to navigate these challenging times effectively, focusing on principles such as authenticity, context awareness, transparency, open communication and the role of content marketing, crisis communication, social responsibility and innovative strategies. 
**Authenticity: A crucial element** 
First and foremost, authenticity is crucial. Brands need to demonstrate a sincere and consistent commitment to climate action and disaster recovery. This means adopting sustainable business practices and always supporting long-term relief efforts, not just when there are inciting incidents. 
Unilever, a global consumer goods company with a robust presence in Asia Pacific, have set ambitious goals to reduce their environmental impact and improve social well-being. During crises, it leverages its expertise and resources to provide aid and assistance. For instance, following the 2015 Nepal earthquake, it donated hygiene kits, water purifiers and solar lamps to the affected communities. 
Another brand that has exemplified authenticity is Samsung. After the 2018 Sulawesi earthquake and tsunami in Indonesia, the South Korean electronics giant donated cash, smartphones, tablets and solar-powered generators to the disaster victims. It also initiated a long-term partnership with Habitat for Humanity Indonesia to rebuild homes and schools in the affected areas. 
 

**Role of content marketing during crises** 
Content marketing plays a pivotal role during crises, helping brands communicate their values, actions and initiatives. The creation and sharing of valuable content attract, inform and engage an audience, leading to conversions. During a crisis, this can involve updating customers about changes to operations, explaining how the brand is supporting relief efforts or providing useful information to help customers navigate the crisis. 

Content that educates, entertains or otherwise adds value can be a powerful engagement tool during a crisis. This could include blog posts, webinars, e-books or video tutorials related to the crisis or offering solutions to problems customers might be facing. 
The principle of context awareness is critical. A brand's response to a crisis should be in line with its existing identity and relationships with the affected communities. AirAsia, a Malaysian low-cost airline known for its innovative and customer-centric approach, exemplifies context awareness. During the 2014 floods in Malaysia, AirAsia offered free flights to aid workers and volunteers, and discounted fares for flood victims – actions that were consistent with its brand values and resonated with its customers.
 

**Transparency and open communication** 
Transparency is another key element and brands should be clear and honest about their motives and actions. Consumers have become increasingly savvy and can easily identify greenwashing or false claims. Brands should avoid overselling their impact and instead focus on delivering tangible outcomes.
 

Moreover, maintaining open lines of communication with the community is vital. Marketing is not a one-way street, especially in times of crisis. By listening and responding to the needs and concerns of the affected people, brands can demonstrate empathy and design more effective interventions. 
 

Grab, a Singapore-based ride-hailing company, launched a “GrabBayanihan” program in the Philippines to provide free transportation for healthcare workers during the COVID-19 crisis. This initiative was not a top-down decision but a response to community feedback, thereby emphasising the importance of listening and responding to the community's needs. 
Crises often underscore the importance of community. Brands can foster a sense of community among their customers by creating online forums or social media groups where customers can connect, share experiences and support each other. They can also host virtual events or challenges to bring customers together. 
**Crisis communication and customer relations** 
In times of crisis, customers often turn to a brand’s social media channel or customer service team for information and support. Therefore, brands need to have a robust crisis communication plan in place. This plan should outline how the brand will communicate with customers during a crisis, including the channels they will use, the type of content they will share and the tone they will adopt. It should also identify key stakeholders and decision makers, and establish clear roles and responsibilities. Brands should strive to provide regular updates, respond to customer inquiries promptly and empathetically, and be transparent about the situation and their response.
 

**Corporate social responsibility and ethical marketing practices** 
Another important aspect of marketing in times of crisis is social responsibility and ethical marketing practices. Brands should ensure that their actions and communications align with ethical standards and societal expectations. They should avoid exploiting a crisis for promotional purposes, or making false or misleading claims about their products or initiatives. Brands can demonstrate social responsibility by supporting relief efforts, adopting sustainable business practices, and advocating for social and environmental issues.
 

Brands can show their support for local communities affected by the crisis through various initiatives. This could include donating a portion of sales to relief efforts, partnering with local businesses or non-profits, or sponsoring community events or projects. Such initiatives can help to build goodwill and strengthen relationships with customers.
 

**Agility and innovation in marketing strategies** 
In the face of crises, brands need to exhibit agility and innovation in their marketing strategies. This might involve pivoting their marketing campaigns, adapting their products or services, or finding new ways to engage with and support their customers.
 

COVID-19, for example, saw many brands shifting their focus to digital marketing and e-commerce as customers spent more time online and shopped from home. Others developed new products or services to meet changing customer needs, such as virtual events, home delivery options or wellness-focused products.
 

Brands might also innovate by using technology and data to personalise their marketing messages, improve customer experiences or streamline their operations. However, it's important that these innovations are driven by customer needs and values, rather than merely chasing trends or technology for their own sake.
 

**Conclusion** 
Marketing in times of crisis requires brands to be authentic, transparent and responsive to their customers and communities. By leveraging content marketing, crisis communication, corporate social responsibility and innovative strategies, brands can navigate these challenges effectively and contribute to a more resilient and sustainable future.
 

As brands respond to the complex and cascading risks of our world today, they must ensure their actions are ethically grounded. These events should not be seen as opportunities to promote a brand's image but rather, as chances to use a brand's influence and resources for the greater good. This is not only ethical marketing but also a way of building a more resilient and sustainable region in the face of multiple crises.
 

Brands that can authentically show care and compassion during times of crisis will not only strengthen their relationships with their customers and communities but also enhance their reputation and resilience in the long run. As we navigate through these challenging times, it is the brands that rise to the occasion with empathy, authenticity and responsibility that will make a lasting impact.
 

This article was originally published online in [WARC](https://www.warc.com/newsandopinion/opinion/how-apac-brands-can-enhance-reputation-and-resilience-in-times-of-climate-change-crisis/6327).

How APAC brands can enhance reputation and resilience in times of climate change crisis

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**Comprehensive DEI Strategy Development** 
We’re excited to announce the launch of our Diversity Communications Practice, a specialized unit that will provide comprehensive diversity, equity, and inclusion (DEI) communications strategies. Our services are focused on four key areas: marketing strategy consulting, purpose-driven communication, employee communications, and crisis management. Our vision is to create a world where DEI is embraced by all companies, and we are committed to achieving this through our customized DEI solutions. 
In recent years, there has been a growing recognition across Asia of the importance of DEI in the workplace. The COVID-19 pandemic has accelerated this trend, emphasizing the need for companies to create a more diverse, equitable, and inclusive workplace culture that can adapt to the changing needs of employees and customers. 
Our DEI practice is designed to support companies across different industries, including but not limited to luxury, finance, healthcare, technology, and retail. We understand that companies in these industries face unique challenges when it comes to DEI, and we have the expertise and experience to provide customized solutions that address these challenges. 
Our team of industry-leading experts boasts a wide range of skills, including reputation management, crisis consulting, employee communications, external media relations, and DEI best practices. Alongside our proven track record, this diversity of expertise gives us a distinct competitive advantage. 
At Ruder Finn Asia, we take pride in our current portfolio of DEI clients, which includes international brands, organizations, and NGOs, such as the Singapore Ministry of Manpower, the 2023 Hong Kong Gay Games and the Hong Kong Women’s Foundation. We have also built strong connections with corporate DEI leads across Asia, senior in-house communicators, and C-suite executives. 
To explore how we can assist you with your DEI communications and marketing needs, please don't hesitate to [**get in touch**](https://www.ruderfinnasia.com/contact) with us to schedule a consultation.