Talking PR with Shaun Pham, Founder & CEO, Spotlight Asia, Thailand

In our Talking PR series, we sit down with PR and Communications leaders from across Asia Pacific – to gain insights into developments in the industry and learn about their professional journeys. Shaun Pham is the Founder and CEO of Spotlight Asia , an independent communications agency specialising in public relations, strategic communications, and brand storytelling across Southeast Asia. A seasoned communications professional, he is driven by the belief that PR should do more than generate headlines – it should create meaningful connections between brands, audiences, and culture. He founded Spotlight Asia in 2020 after nearly two decades of experience spanning Vietnam, Thailand, the Philippines, and the wider Asia-Pacific region, working with some of the world’s most recognised brands including Uber, Netflix, Tesla, and the MICHELIN Guide. What motivated you to start Spotlight Asia? After nearly two decades in agencies and leading communications across Southeast Asia for global brands like Uber, Ford, and Netflix, I kept running into the same problem. Smaller agencies had strong local knowledge but couldn’t operate at a regional or international level, while the big global shops