Singapore & Osaka, 24 April – Ellerton & Co. Public Relations (“Ellerton & Co.”), a leading integrated communications agency focused on Greater Southeast Asia, has announced the appointment of Dr. Adam Goulston as Strategic Advisor for the Japan market. With his company, MacroLingo, and a life based in Osaka, US-born Dr. Goulston brings over 25 years of expertise in marketing, content creation, localization, and digital strategy. Dr. Goulston’s appointment aligns with Ellerton & Co.’s ongoing commitment to support brands and businesses aiming to expand globally, with Southeast Asia increasingly serving as a key outbound market for brands and businesses, and with Japan playing a continually central role.

Ellerton & Co. specializes in helping businesses gain visibility through its offices in Southeast Asia, consultants in India, Hong Kong, and its curated network of partner agencies. The agency enjoyed aggressive growth in 2024, securing key wins in industries such as financial services, startups, technology, corporate sectors, healthcare, and hospitality travel.

“Japan has built one of the world’s most powerful brand identities, synonymous with innovation, precision, and quality. Our role is to take that foundation and craft stories that resonate across Southeast Asia, ensuring each brand’s essence is preserved while tailored to the unique cultural nuances of each market. To do this well, you need more than translation, you need interpretation. That means deep local expertise in Singapore, Vietnam, the Philippines, Indonesia, Thailand, and Malaysia, paired with a genuine understanding of Japanese business values and cultural context. There is a clear appetite for Japanese brands in the region, and our job is to bridge the gap, translating not just words, but meaning, relevance, and impact,” said Oliver Ellerton, Director at Ellerton & Co.

Dr. Adam Goulston

Dr. Adam Goulston's extensive background in copywriting, editing, and digital marketing, as well as technical research writing for Japanese B2B, scientific, and culture-related projects, positions him as a key asset in strengthening Ellerton & Co.'s service offerings to the region. His expertise will further enhance the agency's ability to drive effective brand strategies for Japanese companies seeking to tap into Southeast Asia’s growing markets.

“Ellerton & Co. have continually impressed me with their insight, adaptability, and quick results across cultures. Their approach complements the quality my company, MacroLingo, delivers for Japanese and global clients,” Dr. Goulston says. “Understanding and adapting to cultural nuance isn’t just interesting, it’s an indispensable part of doing business in Asia. This partnership will let us deliver uniquely localized and profitable PR solutions to Japanese and other Asian companies.”

Amid ongoing geopolitical shifts, Japan and Southeast Asia have strengthened their ties, combining economic partnerships with strategic trust, particularly with countries like Singapore, Malaysia, and Indonesia. This collaboration aims to bolster Tokyo's relationships in the region as geopolitical tensions continue to rise. Japan and Singapore recently marked the 50th anniversary of the establishment of diplomatic relations between the two nations. Japan is one of Singapore’s top 10 trading partners, with bilateral trade reaching $65 billion in 2022. Additionally, many Japanese multinational corporations have established their regional headquarters in Singapore to expand across the ASEAN market.