FINN Partners acquires Rice Communications, says there will be no redundancies

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.

Founded in 2009 by Sonya Madeira, RICE's diverse portfolio of current clients include: Audi, B&O, Exabeam, FICO, Klook, UiPath and WWF.

This acquisition comes after FINN Partners made a 100% acquisition of SPAG in July 2022. SPAG serves global biopharma companies, health trade associations and health provider systems and is one of Asia's leading health comms firms.

FINN Promises No Redundancies 

In a statement, FINN Partners stated that there will be no staff redundancies. The new 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.

Focus on APAC Revenues 

FINN Partners wants to focus on APAC. The company states that its 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.

"Recognizing the increasing importance of Asia as one of the fastest-growing economic zones globally, we expanded into the region with Singapore as our Asia headquarters, offering expertise in B2B and tech, followed by the addition of integrated travel and lifestyle agency CatchOn, with offices in Hong Kong, Shanghai and Beijing",  said Peter Finn, FINN CEO and founding partner.

"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", added Peter Finn.

 Said James Brasher, “ 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.”

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.”