Updated: Oct 9, 2019
We're really excited to kick off our Talent Talk series again for 2017. Our first interview for this series was with Lynda Williams, who founded her PR agency, VIM & VIGOUR, 4 years ago.
KEY STATS: LYNDA WILLIAMS
Title: Founder and Managing Director
Company name: VIM & VIGOUR PR
How long has your company operated in Singapore: 4 years
Number of staff: 10. 9 in Singapore, one in Hong Kong
Key clients: Quayside, InterContinental Singapore Robertson Quay, The Slate Phuket, LuLu’s, Oakwood Premier OUE, Mr & Mrs Smith, Scott Dunn, HASSELL
WHAT DOES YOUR COMPANY DO?
VIM & VIGOUR PR is an independent, boutique PR agency that operates across Southeast Asia and in Hong Kong. We have a strong team of fiercely passionate, creative, experienced PR professionals representing leading travel, hospitality and wellness brands. V&VPR also has a strategic alliance with Shanghai based Reuter Communications enabling us to offer enhanced communications capabilities across Asia.
WHAT SETS VIM & VIGOUR APART FROM THE CROWD?
More and more we see luxury travel and hospitality brands looking for the boutique, progressive and highly bespoke agencies because they don’t want a “cookie-cutter” approach or a press release machine that sends out hundreds of releases each week. They want communications professionals who spend time and energy getting to know them and how their business works. We act as an extension of our client’s in-house teams and think broadly about how we can support overall business goals, objectives and targets. Likewise, we spend time getting to know journalists, publications and influencers so that we have a deep understanding of their target audiences, what they are looking for and often, even what they are currently working on - it's how we put together highly bespoke, creative and thoughtful strategies.
WHAT DO YOU SEE AS SOME KEY EMERGING TRENDS IN THE INDUSTRY IN 2017 AND BEYOND?
The volume of different platforms and channels that consumers interact with each day is increasing - everything is interconnected, and each strategy we develop for clients has to be integrated. As communicators, it’s our job to interact and engage with our client’s target audiences across such platforms. To do so, we need really good content especially visual content – videos are becoming key especially on social media. Content is King! We love working with our clients to create exceptional and inspiring work that we can use to amplify the message across multiple platforms.
Within the travel industry, I find that travellers are no longer looking for just luxury, they want adventure, enriching experiences and exclusivity. People are not only keen to explore new untapped destinations, but they want to fully get engrossed in its’ culture - there is such strong focus on ‘experiential travel’. Everyone is so busy nowadays that when they go on holiday, they want to rejuvenate and recharge their body, mind and soul.
WHAT DO YOU LOOK FOR WHEN HIRING GREAT TALENT TO JOIN YOUR TEAM?
We look for people who are curious, passionate, have the ability to listen, reflect and are persistent. Above all, they need to have a positive can-do attitude. Skills can be taught and learnt, but the right attitude (and a sense of humour!) works wonders.