Huntington-Paprika merger a 'marriage of equals'

Singapore

SINGAPOREAN public relations (PR) firm Huntington Communications and creative agency Paprika Global have merged and rebranded, against the backdrop of an industry that's seen consolidation in recent years and is now being hit by the coronavirus crisis.

Both firms, which have about 50 years between them, have been affected as some clients cancelled or cut short campaigns amid the pandemic, but said they are staying afloat, due in part to government support, as well as new opportunities in crisis communications and government work. Meanwhile, some of the biggest industry players globally, such as WPP and Omnicom, have taken cost-cutting measures including pay cuts and layoffs.