Ellerton & Co. Launches Switzerland-Based European Practice; Appoints Gloria Montgomery as Europe Lead

Mirrors the agency’s Japan model — where roughly one in five clients are Japanese and in-market partnerships drive content localisation across the wider region. Switzerland already accounts for a similar share, and the European book is expected to grow on the same trajectory.

Gloria Montgomery — public affairs and human rights specialist with United Nations and Amnesty International experience — joins as Europe Lead. The practice spans strategic communications, media engagement, public affairs, and integrated marketing.

SINGAPORE / GENEVA, 12 May 2026 – Ellerton & Co. Public Relations (“Ellerton & Co.”), the independent strategic communications and integrated marketing agency, today announced the launch of 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. 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.

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.

Gloria 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. She holds an LL.M. in International Human Rights and Humanitarian Law from the University of Essex and an M.A. in Near and Middle Eastern Studies from SOAS, University of London.

Oliver Ellerton, Managing Partner of Ellerton & Co., said:

‍“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. 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.”

Gloria Montgomery, Europe Lead at Ellerton & Co., said:

‍“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.”

Prayaank Gupta, Partner at Ellerton & Co., said:

‍“Eighty-eight percent of our briefs are now multi-market, and a growing share across hemispheres. Our Japan business has shown what’s possible when you combine senior in-region presence with strong in-market partnerships — roughly one in five of our clients are Japanese, and we work hand-in-glove with local partners to localise content for the wider Asia region. We expect the same dynamic to play out in Europe, with Switzerland as the anchor.”

The European practice spans:

• Strategic communications – corporate positioning, narrative development, executive visibility, and crisis preparedness across European and trans-regional markets.
• Media engagement – earned media strategy, journalist relationships, and editorial campaigns across business, trade, and consumer outlets in core European markets.
• Public affairs – stakeholder engagement, policy monitoring and political risk intelligence, advocacy campaigns and consultation responses, policy-facing thought leadership, and access platforms including roundtables, party conference strategy, and closed-door policymaker briefings.
• Human rights advisory – UN-facing advocacy, engagement with multilateral bodies, and coalition work with international human rights organisations.
• Integrated marketing – brand building, content, digital, and social campaigns coordinated across European and Asian markets.
• Go-to-market support – localised launch programmes, market entry communications, and around-the-clock coordination for clients without local marketing teams.

Ellerton & Co.’s European launch comes on the back of a record growth year in which the agency more than doubled revenue, entered India, launched Ellerton Creative Studio, and onboarded global mandates including EHL Hospitality Business School, VFS Global (ASEAN) and Ethiopian Airlines.

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About Ellerton & Co. Public Relations

Ellerton & Co. is an award-winning, independent public relations and integrated communications agency headquartered in Singapore, with a strong footprint across Greater Southeast Asia, India, and — through its newly launched European practice based in Switzerland — Europe. Supported by offices and consultants in the Philippines, Indonesia, Malaysia, Thailand, Vietnam, India, and Hong Kong, and trusted partners through the GlobalCom PR Network across 60+ countries, the agency blends creativity with real business insight to deliver media relations, corporate communications, creative services (via Ellerton Creative Studio), public affairs, investor relations, digital marketing, social media, and more.

Recognised for its results-driven approach, Ellerton & Co. has partnered with 300+ brands, secured over 15,000 media placements across regional and global outlets, earned 20+ global PR industry awards, and supported 100+ IPOs, SPACs, M&A mandates, and funding rounds. It serves global multinationals, listed companies, high-growth startups, and SMEs with the speed and care of a boutique team and the strategic depth of a regional leader. For more information, visit www.ellerton.co.