SPAG FINN’s 10-years journey of innovation, excellence and growth

SPAG/FINN, a leading, award-winning Integrated Marketing and Communications agency in Asia, recently celebrated its 10^th anniversary. In celebration of this milestone, Aman Gupta, Managing Partner and Health Practice Asia Lead, SPAG/FINN shared about its 10 years’ journey of growth, resilience, and reminisce about the past, deliberate on the present, and reflect on the company’s future. With even bigger ambitions on the horizon, SPAG/FINN continues to make its mark and set new stages of growth and success in the industry.

Excerpts:

Looking back over the past 10 years, how do you think SPAG/FINN has evolved in terms of its approach to health communications and PR? What were some pivotal moments or milestones that shaped the company’s trajectory?

Over the past 10 years, SPAG/FINN has undergone a remarkable evolution, particularly in how we approach health communications and PR. We began as pioneers in this niche, with a deep understanding of the complex nuances of health communications. From the outset, our focus has been on creating meaningful connections between health brands and their audiences, bridging the knowledge divide between innovations and the care available, and ensuring that our strategies are rooted in authenticity, trust, and impactful storytelling.

A few pivotal moments have significantly shaped our trajectory. Being recognized year after year as the Global Health Agency of the Year and PR Agency of the Year were validation points that confirmed we were on the right path. One of the most defining moments came in 2022, when SPAG officially became SPAG – A FINN Partners Company. This milestone marked a significant turning point for us, reinforcing our global presence & expertise in the health, technology, purpose and beyond, while keeping our core identity intact.

We've always aimed to be more than just another agency. Our consistent success is a reflection of the trust we've earned and the lasting impact we've created for our clients over the years.

SPAG/FINN has built a strong culture over the years. How have you fostered this culture, and what are some of the key values or practices that have been integral to your success? How has the culture evolved as the company has grown?

Fostering a strong, vibrant culture at SPAG/FINN has always been one of our top priorities. From the very beginning, we’ve rooted our culture in collaboration, innovation, and a shared commitment to excellence. We wanted to create a space where people take pride in what they do, where their work feels meaningful not just to themselves but to the industry and society as a whole. A big part of that is pushing everyone to be authentic, to stay true to their core values, and to work together with a sense of purpose. Culture, as I always say, is not built in a day. It’s a long journey, and we’ve all taken that journey together.

Our learning & development ‘LEAP for Excellence’ program, Global Exchange Program, and mid-level retreats are designed to foster continuous learning and global perspectives. Recognizing achievements through awards and milestone gifts is also a key part of our approach.

As we’ve grown, we’ve introduced flexible work options, wellness benefits, and comprehensive support to ensure our team feels valued and supported. Our commitment to social responsibility through programs like FINNGives further reflects our core values.

Ultimately, our culture has evolved in step with our growth, but it has always remained deeply rooted in the principles we started with: collaboration, authenticity, and a commitment to excellence. It’s that foundation that continues to drive us forward.

The PR industry has seen significant changes over the last decade, especially with the rise of digital and social media. How has SPAG/FINN adapted to these changes, and what are some of the biggest shifts you've witnessed in the industry?

The rise of digital and social media has significantly transformed the PR industry, and SPAG/FINN has been proactive in adapting to these changes. We’ve embraced digital platforms to enhance our reach and engagement, incorporating data-driven strategies and real-time analytics into our campaigns. Early on, we recognized the need to integrate digital strategies into our core approach. This meant not just adding social media to our toolkit, but really understanding how these platforms shape conversations and influence public perception.

One of the biggest shifts we’ve seen is the move from traditional media to more dynamic, real-time interactions. Social media has made it possible for us to engage directly with audiences, gather instant feedback, and adapt our strategies on the fly. Data has become crucial, not just for measuring success but for predicting trends and tailoring our campaigns.

Another significant change is the emphasis on authenticity. Audiences today are looking for genuine connections and transparent communication. This has pushed us to focus more on creating content that resonates on a personal level and fosters trust.

We’ve also seen the rise of influencer partnerships. These collaborations can amplify our messages in ways that traditional media alone might not. By working with influencers who align with our clients' values, we can reach more targeted audiences and drive more meaningful engagement.

At SPAG/FINN, we’ve made it a point to not just keep up with these changes but to leverage them to deliver innovative and effective PR strategies.

SPAG/FINN has made a significant impact globally while specializing in health communications. How do you leverage your expertise in other sectors, and what differentiates your approach from other international firms?

Our global impact is driven by our deep sectoral expertise and a nuanced understanding of regional needs. We leverage our extensive network and insights to craft strategies that address health challenges on a global scale while being sensitive to local contexts. What sets us apart is our ability to integrate global best practices with local knowledge, ensuring our campaigns are both innovative and relevant. This dual focus allows us to drive meaningful change and deliver exceptional results for our clients.

Asia presents unique challenges and opportunities in health communications. How has SPAG/FINN tailored its strategies to address these regional needs while maintaining a global perspective?

Asia's diverse health landscape requires a nuanced approach. Understanding the diverse and rapidly evolving health landscapes across Asia is crucial. We’ve adapted our approach by deeply immersing ourselves in local contexts, cultural nuances, and regulatory environments. This allows us to craft communications that resonate with local audiences and address specific health challenges effectively.

Simultaneously, we leverage our global expertise to ensure that our strategies are aligned with international standards and best practices. This balance allows us to integrate local insights with global trends, creating impactful campaigns that can address both regional and international health concerns.

For example, we employ region-specific strategies for engagement, recognizing that health communication needs and policies varies significantly from one country to another. We also focus on building strong local relationships and understanding the regulatory frameworks to navigate challenges smoothly.

As SPAG/FINN looks toward the future, what are some emerging trends or innovations in PR and communications that you’re excited about? How do you plan to leverage these trends to continue driving success and impact in the industry?

One of the most exciting trends in PR and communications is the shift towards personalized, data-driven strategies. For e.g., with the rise of digital tools, AI, and big data, we’re able to gather more insights about consumer behavior and needs than ever before. This allows us to tailor our messaging, not just to broad audiences, but to specific segments in real-time. For health communication, this means we can be more precise and impactful in delivering the right message at the right time, whether it’s about a new treatment, a health policy, or an awareness campaign.

Another emerging trend is the shift toward omnichannel communications. People are engaging with content across various platforms—from social media to traditional media and digital platforms. Our focus is on creating seamless, integrated campaigns that reach audiences where they are, while ensuring consistent messaging that drives impact.

Influencers and KOLs play a larger role than ever before. They are key to amplifying credible information, and we’re finding innovative ways to engage with them, making sure they align with the goals of our clients.

The importance of sustainability and purpose-driven communications is also gaining a lot of momentum. Today’s audiences want to know that the brands they trust are not only advancing innovations but also committed to the well-being of the planet and society. We’re positioning SPAG/FINN to lead this conversation, helping clients weave purpose into their communications strategies to build deeper connections with their audiences. By staying ahead of these trends and focusing on innovation, we aim to continue driving meaningful change and lasting impact.