20 years on: Paul Hicks on GHC Asia and the lifestyle industry

Twenty years ago Paul Hicks and Lynn Grebstad joined forces and founded then boutique agency GHC Asia. Telum caught up with Paul to hear all about the evolving lifestyle industry, why storytelling is more important than ever and how blockchain might impact PR.

The year 1997 not only saw businesses closing as the Asian financial crisis swept across the continent, it also gave birth to new ventures. GHC Asia was born partly because of complementary skills and partly because both Lynn and Paul had lost clients when they operated separately due to cut budgets. To save costs they shared the resources of an office and staff.

“It wasn’t an overnight phenomenal success,” Paul recalls, but he is quick to add that it has grown steadily over the years.

Paul first came to Hong Kong in 1987 when he was pursuing a broadcast career. After a short return to the UK, he came back to Hong Kong to try his luck in lifestyle PR, what he frames as “a softer side of the dark side.

“The way in which you deal with people is more on a win-win basis. Whereas as a journalist you sometimes want soundbites and scoops even though as a PR you wouldn’t counsel the interviewee to say that. With the end product someone would often be unhappy.”

He has never completely left the writing world and the benefits that come with it. In his role as Asia Pacific Editor for American Express Centurion and Departures magazines, he is sometimes on the receiving end. And who would say no to staying in a 5-star hotel for a review?

Aspired to by many but accomplished by few he has managed to combine the things he loves in life with work. One of the highlights of 20 years was when GHC was appointed to launch 7-star hotel Burj Al Arab. Another achievement was seeing Aqua restaurant group grow from just one restaurant to an international empire all the while supporting its comms.

As the agency grew, Lynn and Paul made the decision to sell to the Japanese Hakuhodo group. They liked Hakuhodo’s focus on creativity, and the opportunities presented in the run up to the Tokyo Olympics.

Paul is quick to acknowledge since he started out PR has changed - communicators went from spending hours faxing press releases to embracing the digital age in a short space of time.. When hiring the focus is now as much on digital and content skills as it is on personalities who are good on the phone and with clients.

“The flow of information is constant. Strong storytelling has always been key, but even more so now. Anyone can act as their own media, get followers, and create interesting content. As an agency you have to be on top of all the different ways of sending messages out and engaging with whoever’s voice is influential

Paul also believes that an agency to be influential in the evolving PR world also needs to have its own voice and following. And what sort of voice would he like GHC Asia to have? “A fairly savvy, well-travelled sort of voice,” he says.

But not only has a lot happened in the comms world. Paul has seen a big shift among consumers away from big brands towards more niche players. “It’s no longer just about the traditional luxury leaders such as say the Ritz-Carltons, Mandarin Orientals or the Hyatts of the world. People are hungry for unique experiences, they want to feel the inside track, and to have an experience not everyone else can get.

“Twenty years ago, people wanted to avoid the tour guide to be more independent, but now it has come full circle and people want to turn to someone savvy for the inside intel that you might not find on your own.”

When thinking about how blockchain can further change the industry, Paul is quick to say that it’s still in the early stages but will significantly impact the travel and PR industry.

As consumers want personalised experiences, Paul believes blockchain will be the answer. “At the moment Airbnb is this wonderful thing because if you want to stay in apartments it enables you to find people who want to rent them to you, but it’s still on Airbnb’s terms. But blockchain will enable consumers to connect with hosts in very tailored and specific ways that suit both parties.”

As far as the PR industry goes, Paul hopes that blockchain will reshape the influencer industry and make it more transparent. “How influential is a person really? They have this number of followers, and this amount of engagement but the big question is if it really does have an impact.”

Whether or not it will, remains to be seen.

But for lifestyle comms the future is bright as there will always be people looking for luxury or bespoke experiences according to Paul. The challenge on an agency level? Finding and keeping good people - but that’s always been the name of the game.

This feature first appeared in Telum Media's East Asia PR Alert in December 2018.