FICO selects Rice Communications as PR agency for Southeast Asia

The decision comes after a four-way pitch process which took place in November last year.

Rice will handle FICO’s external communications across Southeast Asia, including managing content creation and activity execution across traditional and social media, as well as working with its network of agency partners in Southeast Asia.

The brand is seeing demand for its predicative analytics solutions grows among organisations in the banking, insurance, healthcare, utilities, telecommunications, and retail industries, according to the agency.

Lauren Dettloff, director and head of corporate communications for FICO in Asia-Pacific, said Rice was chosen for its strong initiative and ability of working at an aggressive pace with a bias for action and results.

Speaking of the challenge of working on the account, James Brasher, director and partner, Rice Communications, told Campaign Asia-Pacific that FICO had high awareness and a really strong reputation among banks and financial institutions, but lacked profile in other sectors such as retail, telecommunications, utilities, pharmaceuticals, and government.

“Our initial focus is on profiling FICO’s leadership in predictive analytics across Southeast Asia,” he said. “In this region, demand for its solutions is high because of its track record globally which goes back over 50 years.”