Social media consultancy Brandwatch opens office in Asia, poaches Twitter expert

Brandwatch, which has helped build the success stories of iconic brands like Sony Music and British Airways, will open an office in Singapore as it seeks to expand its reach in the region, the independent social media advisor said on Thursday.

The move may be music to the ears of internet start-ups, technology companies and social media players in Asia, which routinely struggle to tap top talents.

To make sure it hits the ground running, Brandwatch has appointed Christel Quek, a former regional content expert at Twitter, as its vice president of commercial business for Southeast Asia.  

“The social media journey here in Asia Pacific is just booming,” Quek told the South China Morning Post. 

“Vietnam, Indonesia and the Philippines -- what I like to term the VIP markets -- have a collective 443 million people, with 130 million on the net, and the growth potential is fantastic.”

Still in her early 20s, the Singaporean is considered something of a prodigy and rising star in the region’s social media field. She was named one of “Asia’s 20 Women to Watch” in 2014 by industry magazine Campaign. 

Quek will help open the new office, the company said.