Ellerton & Co Expands Into Europe With Switzerland-Based Practice

(MENAFN- PRovoke) SINGAPORE & GENEVA – Strategic communications and integrated marketing agency Ellerton & Co. Public Relations, has launched its European practice, based in Switzerland and led by newly appointed Europe lead, Gloria Montgomery.

The practice extends Ellerton & Co.'s footprint into Europe and formalises a core part of its client work: supporting European companies expanding into Asia, and Asian companies expanding into Europe.

The launch reflects a clear pattern in client demand, it said. European companies - particularly those in their go-to-market phase - increasingly want to capture growth opportunities across Southeast Asia and India but lack the local marketing infrastructure to do so effectively. They need a partner that can localise messaging across markets such as Vietnam, Indonesia, the Philippines, Thailand and beyond, while navigating fragmented media landscapes, and operate seamlessly across time zones.

Asian clients moving in the other direction face a mirror challenge: a diverse European media landscape, multiple regulatory bodies, and stakeholder ecosystems that are difficult to navigate without senior counsel on the ground, it added.

The European practice is designed to serve both directions, and to support European clients building or scaling brands within Europe itself. With a senior team based in Switzerland, the practice offers strategic counsel, media engagement, public affairs, and integrated marketing - anchored by close coordination with Ellerton & Co.'s Singapore HQ and its offices and consultants across Greater Southeast Asia and India.

The model echoes Ellerton & Co.'s Japan business, where roughly one in five clients are Japanese and the agency works closely with in-market partners to refine and localise content for the wider Asian region. Switzerland - Ellerton & Co.'s European base - already accounts for a similar share of clients, and the firm expects its broader European practice to scale along a similar trajectory.

The European launch follows the recent elevation of founder Oliver Ellerton to managing partner, the promotion of Michael de Waal-Montgomery and Prayaank Gupta to partners, and the agency's accession to the GlobalCom PR Network as the exclusive Southeast Asia representative.

Montgomery joins Ellerton & Co. as Europe lead after a career spanning public affairs, human rights, and strategic communications. She has worked extensively with multilateral institutions including the United Nations and leading international organisations such as Amnesty International, engaging governments, diplomats, and senior stakeholders to advance policy priorities in sensitive international contexts.

Earlier in her career, she held commercial roles at The Information Lab in the UK and designed and delivered training programmes for organisations including PwC.

"Most of our European clients tell us the same thing - they see the Asian growth opportunity clearly, but they don't have a marketing team in Singapore or Jakarta, let alone in Hanoi or Manila," said Ellerton. "They need a partner who can be their team on the ground: localising messaging, working in their time zones, and helping them earn credibility in markets that don't reward generic playbooks. Switzerland is the right place to anchor that practice. It's where a meaningful share of our clients already sit, and it gives us the right footing for the rest of Europe. Gloria has the calibre to lead this chapter.”

“Expanding into new markets today is not just a commercial exercise - it requires navigating complex media, policy and stakeholder environments at the same time. That's what Ellerton & Co. has been doing for years..The European practice builds on that: helping Asian clients build profiles across Europe's diverse media and policy environments, and supporting European clients with the strategic communications, media engagement, and public affairs work that makes brands credible at home and abroad," added Montgomery.

The European practice spans strategic communications, media engagement, public affairs, human rights advisory, integrated marketing and go-to-market support.

MENAFN12052026000219011063ID1111101097