Meet the Team
Here at PRecious Communications, we are committed to remaining a boutique service-oriented agency. It makes us more agile and more effective at collaborating with our clients to provide communication solutions.
Collectively, our small and energetic team has over 50 years of senior experience in the PR industry. Together, we have proven competence in creating integrated communication solutions that employ traditional and digital media effectively across startups, admired brands, rising stars and some of the most established companies around the globe.
Managing Director, Principal Consultant
Lars is an experienced global communications and business professional with over 15 years expertise in growing, managing and defending leading brands’ reputation from an in-house and agency perspective.
He started PRecious Communications in 2012 out of Singapore. In the first five years the firm has grown into a 30+ people strong regional integrated, strategic communications consultancy, which works not only with global market leaders but especially with young brands and startups, including six unicorns, three Eduardo Saverin-funded ventures and two Rocket Internet companies.
Based on his strong background in business development, communications and team leadership, he drives impactful communications strategies that contribute to companies’ growth objectives.
Lars has worked with some of the most exciting brands in their respective industries, incl. AT&T, Bundesliga, Citi, Coca Cola, DBS, DHL, Evernote, Fidelity Investments, Heineken, Huawei, Jabra, McAfee, Porsche, P&G, Standard Chartered Bank, Yahoo!, Young Living. Lars is a sought-after commentator, trainer and speaker on leadership, social media and strategic communications with worldwide engagements that include Australia, China, Dubai, Europe, Japan, Latin America and South East Asia.
In 2017, The Marketing Institute of Singapore honoured Lars with the “Best Personal Brand Award – Public Relations Strategist” for his continuous work of educating and sharing insights about the world of public relations.
Lars holds a Master of Economics from the University of Hannover, Germany.
Head of Growth & Innovation
Prayaank heads the Growth and Innovation teams at PRecious Communications. In his role, he helps in identifying, planning and driving the agency’s regional growth, as well as leading its fast-growing startup practice, SPARKS.
As a communications professional, he brings a strong technical understanding to his role, having supported domestic, regional and global public relations campaigns from Singapore. This includes driving global communications for close to 50 startups and investment firms—from seed stage through to exit, and beyond.
He graduated from the Singapore Management University with a double major in Marketing and Corporate Communications.
Regional Head, Client Advisory
Robin’s vast experience in PR and marketing communications have equipped him with knowledge in developing integrated PR and digital campaigns for corporate and consumer brands. Having close to 15 years of experience, Robin was instrumental in creating brand campaigns and led strategic counsel in areas pertaining to retail, new retail, and issues and crisis management.
Previously, Robin worked at Allison+Partners, managing the integrated consumer practice where he led multiple consumer and retail campaigns with creative communications programmes to achieve brand loyalty and stickiness with different stakeholders, thus driving footfall to retail malls and events in Singapore.
Some of the brands that Robin has worked on include Plaza Singapura, NEX, Artbox Asia, Ascott Orchard, Brotzeit, Carousell, foodpanda, honestbee, Marina Bay Singapore Countdown, Singapore Kindness Movement, YOTEL, Young Living, Bosch Home Appliances, Carousell, Food Republic and more.
Robin is part of the founding team of PRecious Communications and now provides strategic direction and leadership in the corporate, consumer and integrated marketing communications practices regionally.
To support the long-term growth and meet the demands of its growing client base, PRecious Communications welcomed Sangeeta Sakhrani to the senior leadership team as Human Resource Director (Southeast Asia), overseeing hiring across all regions. Sangeeta brings more than twelve years of experience to PRecious Communications, with expertise in the areas of recruitment, employee relations, training, change management, project management, and organisational structure. She was formerly with FleishmanHillard.
Client Services Director
With more than 12 years of communications experience, Clarence’s career spans global and boutique PR agencies, in-house roles and even time as a journalist. His experience covers verticals in financial services, financial technology, enterprise and consumer technology, healthcare and government communications.
He has spent the last five years deeply involved in the start-up and innovation space in Singapore, leading communications programmes announcing multi-million dollar funding rounds and market launches for start-ups all over the world with a focus on Southeast Asia, covering Venture Capitalists, start-up accelerators, consumer and enterprise technology applications and platforms. Prior to that, he cultivated his expertise in the financial services industry, with a stint as a corporate communications representative for a Singapore-based regional bank, and supporting financial services players in payments, insurance, banking and regulatory bodies while at a global Public Relations agency.
Clarence has experience programming and executing multi-disciplinary campaigns covering media relations, owned and earned content, events, paid and earned social media, and influencer engagement.
Client Services Director
With 18 years of overall experience and 12+ years in Public Relations, Rajiv comes with multi-market experience; having worked in countries such as India, Australia, Malaysia and now in Singapore. He comes with a strong track record in leading results-oriented public relations programs, with a strong focus on strategic consulting, content, campaign planning, issues management, crisis communications and overseeing regional remits across corporate and technology brands. He has led successful PR mandates for leading brands such as Infosys, Oracle, Dimension Data, Dell, ARM, Bosch, Cable&Wireless, HP etc., to name a few.
He started off in the business process outsourcing industry, working for a period of six years before he switched industries to the Public Relations space. Over the last 12 years, he has worked with leading agencies such as Perfect Relations, 20:20 MSL and LEWIS. He was also part of the in-house communications team at IBM South Asia, responsible for Corporate, HR and CSR-led PR for the brand.
He currently overlooks technology client mandates across the Southeast Asia region. He is responsible for building new business and exploring revenue maximisation opportunities with technology clients, planning, operations direction, and team building.
Lead, PRecious Thailand
Busakorn has more than 24 years in content development and marketing management. Her past accounts include Dell Corporation (Thailand), HTC Thailand, Google Thailand, FiberOne, ETDA (Electronic Transactions Development Agency), Toyota Tsusho Nexty Electronics, AppSynth, HomeyMee, DEPA (Digital Economy Promotion Agency), Thailand Greenhouse Gas Management Organization (Public Organization) to name a few.
Prior to joining PRecious Communications as, she was the marketing communication specialist for Schneider (Thailand) Ltd, account manager for APPR Media Co., communication specialist for IBM Thailand and IBM Solutions Delivery, news editor for Business.com magazine and Internet Magazine and IT journalist for Thailand Times.
Senior Manager and Indonesia Market Lead
Joyce started her PR career in 2006. Her deep understanding about the business and broad network in the industry, combined with negotiation skills, strategic thinking and her ‘going-the-extra-mile’ attitude are the values that make many brands trust her in handing their communications program. Her list of clients include Experian, Johnson&Johnson, Citi Indonesia, Airbus, Danone Nutricia, CASIO, UNICEF, and many more.
Market Lead for Malaysia
With 15 years of industry experience, Neil Fraser is PRecious Communications’ Malaysia Market Lead. A British national by birth, Neil first moved to Malaysia at the age of three, well over 30 years ago and has established himself as one of the country’s leading PR practitioners.
Previously a co-founder and executive director with Core Pro PR Services Malaysia and a practice lead with Edelman Malaysia, Neil has extensive experience in providing corporate profiling, crisis, risk and reputation services to Malaysian businesses and the public sector. In addition to his crisis experience, he is a corporate affairs, political strategist, content and editorial specialist, with domestic Malaysian experience that has included a broad and diverse client portfolio across industry sectors and PR disciplines.