Award-winning Strategic Communications and Public Relations Agency, RICE Communications, Joins FINN Partners

The Move Expands FINN’s Asia Pacific Footprint and Strengthens the Agency’s Position as a Global Leader Across Travel, Technology and Consumer Sectors

NEW YORK and SINGAPORE, March 3, 2025 /PRNewswire/ — Global independent marketing and communications firm, FINN Partners, has acquired RICE Communications (RICE), a 60-strong, Singapore-based, strategic communications and public relations consultancy, with expertise in travel, technology, corporate and consumer public relations across the Asia-Pacific region. Bolstering FINN’s sizable existing presence in Singapore, the addition of RICE will amount to nearly 100 total employees in that market, making FINN one of the largest PR firms in Singapore, and establishing its Singapore office as one of the five largest offices among its 34 offices around the world. The move also adds new FINN offices in Thailand and Myanmar, in addition to building on the firm’s presence in Hong Kong and reinitiating the firm’s presence in the Philippines, ensuring FINN can offer support to clients across all key Southeast Asian markets. The firm will be known as “RICE, A FINN Partners Company.” James Brasher, RICE Managing Partner, joins FINN as managing partner and lead for the agency’s combined Singapore office.

RICE becomes part of the FINN APAC region, overseen by Howard Solomon, founding managing partner, who also leads FINN efforts on the West Coast of the US. In his new role, Brasher will grow the firm’s reputation as a communications and public relations powerhouse in Asia Pacific. He will also become a member of the APAC leadership team, working closely with regional leaders in Greater China, India, and Malaysia. As part of this transition, Naeema Ismail takes on a new regional role in Strategic Business Development & Crisis Communications, Asia Pacific. She will focus on expanding new business opportunities across key sectors. In addition, she will drive crisis communications advisory across the region. Naeema will also lead the development of structured crisis training services, alongside media and presentation coaching, to further enhance FINN’s client offerings and regional expertise. There are no staff redundancies.

Founded in 2009 by Sonya Madeira, RICE has earned a strong reputation as a true pan-regional voice of authority on strategic communications, with deep roots across APAC. RICE has been recognized for its all-round excellence, winning numerous Agency/Consultancy of the Year awards in its market as well as multiple awards for being a Best Place to Work by the communication industry’s highest bodies, including the ICCO, IPRS, PRovoke Media, PRCA and PRWeek Asia. The firm’s diverse portfolio of current clients include: Audi, B&O, Exabeam, FICO, Klook, UiPath and WWF.

“From the beginning, my vision for FINN Partners has been to create a world-class agency with unmatched depth of sector expertise and integrated services to benefit clients wherever they are in the world,” said Peter Finn, FINN CEO and founding partner. “We have made great progress transforming from a leading US agency to a true global player. We established London as our European headquarters, expanding our expertise in consumer, tech, health, travel and financial services to the EMEA market. Recognizing the increasing importance of Asia as one of the fastest-growing economic zones globally, we expanded into the region several years later with Singapore as our Asia headquarters, offering deep expertise in B2B and tech, followed by the addition of integrated travel and lifestyle agency CatchOn, with offices in Hong Kong, Shanghai and Beijing. We also bolstered our global health expertise and integrated marketing capabilities with the addition of SPAG in India. The acquisition of RICE builds on our collaborative approach to growth. Given our expansive footprint, unrivaled depth and breadth of sector expertise, and flexible ONE FINN model, FINN is best positioned to be the go-to agency for clients in need of integrated marketing and communications services.”

Joining FINN Partners enables RICE to deepen its capabilities and sector expertise to help clients navigate today’s complex business environment and fuel growth. Said James Brasher, “Our vision is underpinned by our commitment towards stewardship – to take care of the team, clients, and the community so we can look after the future. As part of FINN Partners, our momentum will be greatly accelerated, especially since the businesses and, importantly, values and culture are so closely aligned. This partnership enables our team and clients to tap on FINN’s capabilities, expertise, resources and network – just as we complement theirs with our deep roots, diversity of perspectives and capabilities across Asia Pacific.”

FINN’s APAC region has grown significantly, accounting for approximately 7.5% of the firm’s global revenues. With the addition of RICE, FINN APAC will grow to a staff of nearly 250 people and USD $15 million in revenues.

Said Howard Solomon, founding managing partner and APAC Lead, “After spending time with James and his team, we knew that they were a perfect fit for FINN Partners. They are passionate about the work they do for their clients, their expertise complements and strengthens our vertical expertise, and they believe in the value of collaboration as a key to their success.”

About RICE Communications
RICE is a strategic communications consultancy that helps brands and organizations turn influence into results across Asia Pacific. Since 2009, the firm has partnered with some of the world’s most innovative and purpose-driven companies to tell their stories and fulfill their objectives through communications. RICE has won recognition for all-round excellence by the communications industry’s highest bodies. With presence in Singapore, Myanmar, Hong Kong, Thailand, and the Philippines, RICE is a true pan-regional voice of authority on strategic communications, with deep roots across APAC. www.ricecomms.com

ABOUT FINN PARTNERS
Founded in 2011 on the core principles of innovation and collaborative partnership, FINN Partners has grown from about $24 million in fees to almost $200 million in fees during the past 13 years, becoming one of the fastest-growing independent public relations agencies in the world. Recognized as one of Fast Company’s 2024 Most Innovative Companies, PRovoke Media’s 2024 Best Agency to Work For and 2022 Agency of the Year, the full-service marketing and communications company’s record-setting pace results from organic growth and integrating new companies and new people into the FINN world through a common philosophy. With more than 1,300 professionals across 36 offices, FINN provides clients with global access and capabilities in the Americas, Europe, and Asia. In addition, FINN provides its clients with access to top-tier agencies worldwide through its membership in the global network PROI.

Headquartered in New York, FINN has offices in: Abu Dhabi, Atlanta, Bangalore, Bangkok, Beijing, Boston, Chicago, Delhi, Denver, Detroit, Dublin, Fort Lauderdale, Frankfurt, Hong Kong, Honolulu, Jerusalem, Kuala Lumpur, London, Los Angeles, Madison, Wisc., Manila, Mumbai, Munich, Nashville, Orange County, Paris, Portland, San Diego, San Francisco, Seattle, Singapore, Vancouver, Washington D.C. and Yangon. Find us at finnpartners.com and follow us on Twitter and Instagram at @finnpartners.

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SOURCE FINN Partners