Go Communications Founder Peter De Kretser appoints Andreas Vogiatzakis as its Non-Executive Chairman, marking a significant milestone for the 20-year independent agency.
BY YVONNE YOONG
It was the best of times and the worst of times. Rising geo-political tensions, rumours of war and stagnation in economy. And yet, at the flip of the coin, opportunities abound more ferociously than ever in an unprecedented age of challenges, with the survival of the fittest beating to different algorithms. And where once, newspapers and traditional media platforms and the Public Relations scene was played out with steady Return On Investments (ROI) measured in the ability to get coverage in traditional news media, new measurables translated into the number of likes and influence in terms of popularity are the new currency.
Understanding the rapid pace of changes characterising an increasingly competitive industry – Andreas Vogiatzakis Non-Executive Chairman, GO Communications and Peter De Kretser, Co-Founder, Chief Executive Officer; GO Communications Chairman, GO Group – both ahead of their game in helming their respective careers have decided to team up. Coincidentally, finding themselves coming full circle to form a partnership chiselled from a long-time span of 20 years, it is a classic case of mutual admiration society.
“From his days as a titan in the media industry, I watched Andreas become the first foreigner to take helm at the largest publishing media group, The Star Media Group. I watched his transition into the training doyen that he is today, among the many other accolades and hats that he wears,” shared De Kretser.
Likewise, Vogiatzakis responded to affirm that he has known De Kretser for some 20 years – the same amount of time GO Communications has been around.
“I have watched both him and this wonderful organisation grow with him from strength to strength, and success to success,” he said.
“GO Communications has become an unparalleled force in the marketing arena, building a strong reputation both in Malaysia and the region. They’ve won numerous awards and constantly top the industry leaderboards, even among other agencies three times GO’s size. They have a very focused, creative, strategic work ethic that has primed them to be the best storytelling agents that bring the most possible value to their clients,” he shared.
Complimenting these amazing achievement and qualities combined with De Kretser’s “smart, empathetic, and caring personality” he said, has always drawn him to be a business partner and a friend.
STRONGER TOGETHER
“This appointment was the natural next step. When De Kretser asked me to join, it felt natural, strategic, perfect – a no-brainer. I did not have to think twice to say yes. It was a given before he asked. It was meant to be. The timing could not be more perfect too, in the year of the Fire Horse, which is incidentally the year I was born. This is history in the making and for me, personally, a blessing,” said Vogiatzakis.
Drawing from his life’s experience, he shared that there are many principles that have changed his inner thinking, and also his entire life, literally inside out which he is willing to impart. These are summarised into six principles namely; the first of loving yourself as this is the oxygen mask principle; and secondly, if it’s to be, it’s up to me; while prioritising results over excuses, 100% of the time.
And, fourthly, applying this principle to his life, then he states that, “I am the cause, not the effect and if I truly live by this, I don’t complain and blame”. Hence, he chooses his actions and responses with full responsibility. The fifth principle is to “stay calm and trust the process. Everything has a reason and nothing happens by accident while the fifth belief is that “the universe has a plan – trust it!” Last but certainly not least is to “Love and give without expectations. It comes back in multiples from places you would never even dream of”.
For De Kretser, the partnership was strategic and at the same time, a safe haven enabling the formation of something on common ground with someone familiar to him and who has prevailed through the test of time.
Trailblazing Asia
“Undoubtedly, the communications industry has witnessed unprecedented evolution at a dramatically rapid pace. While the necessity to embrace technology and strategically leverage on new innovative tools and platforms remains, the ability to develop or tell a powerful story remains the heartbeat of what we do,” he said.
“When it comes to public relations in Asia, we are seeing a shift from media-led to influence-driven publicity, coupled with data-informed storytelling. Audiences are fragmented across platforms, languages, and cultures, pushing communicators to localise narratives while maintaining regional consistency,” stressed De Kretser.
With “trust, transparency, and purpose” now outweighing pure visibility, he realised that as stakeholders scrutinise brands on Environmental, Sustainable Governance (ESG), leadership, values, social-first thinking, creator partnerships, and owned channels are reshaping reach, while Artificial Intelligence (AI) accelerates insights, monitoring, and content creation.
“At the same time, geopolitical sensitivity and regulatory diversity demand sharper issues management. The result is a more strategic, always-on communications discipline, deeply integrated with business, reputation, and long-term brand growth across fast-growing Asian markets,” he added.
UP, CLOSE AND PERSONAL WITH THE GO COMMUNICATIONS DUO PETER DE KRETSER & ANDREAS VOGIATZAKIS
ON PIVOTING POST-PANDEMIC
Everything has pivoted post-pandemic as well. Comment on the good, the bad and the ugly of these shifts and what do you foresee as the upcoming trends in the future
Andreas Vogiatzakis: The world as we know it has permanently changed. But it’s not an inherently bad change, because change can be a force for good. I call it the “Constant Change Challenge”. Technology disrupts yet liberates simultaneously. It complicates life and yet it makes things simple. We’re evolving deeper into this dichotomy and juxtaposition, more so now than ever before. Artificial Intelligence (AI) is taking over jobs, while also creating new ones. However, the human psyche cannot be replaced – at least not yet.
That said, the future will be intense. These trends will become hotter, bigger, and transform our experiences further. If you can think it, it will happen.
So, we need to ask the right questions. What remains constant in this changing world? What can give us the keys to success? The answer lies in the ability to adapt and adopt, to be resilient and flexible, to have a growth mindset, to embrace the so-called soft skills, which I call power skills.
These power skills – such as empathy, emotional intelligence, listening deeply, building trust, and working together in synergy – will empower us to succeed. In a nutshell, it is what Alvin Tofler described in his prophetic book, “Future Shock”, back in the 80s: “The illiterate of the 20th century won’t be the one who cannot read and write, but the one who cannot learn, unlearn and relearn.”
And that says it all.
Peter De Kretser: What I believe we’re witnessing now is a so-called “battle” between “Tech-driven Transformative Tools” vs. “Robust Respect for the Real and Tangible”. But as the saying goes, it takes two hands to clap!
One could simply conform to the relentless advancements of technology, specifically Artificial Intelligence (AI) and its obvious advantages within the communications realm. And no doubt, AI is being spoken of as often as coke bottles rattle off the shelves. From AI integration, data-driven campaigns, hyper-personalised purpose-driven narratives and advancements in crisis management correction through tech or tools, Public Relations (PR) or “Communications” will undoubtedly undertake a mighty sea change in the coming years, led by AI.
But there could also be a much simpler elevated reality moving forward. Humbly speaking, the largest trend, for me, is the maturity of the Public Relations landscape within the region and the mighty swing of respect from brands toward the profession and industry. The future could well mark a significant paradigm shift for PR. Powerful storytelling might just take centre stage and become the jewel in the crown within the marketing constabulary!
The Good:
Communications has earned a strategic seat at the table. Leaders now recognise its role in trust, crisis navigation, and stakeholder confidence. Purpose-led storytelling, internal communications, and CEO visibility have became business-critical. Digital acceleration democratised reach, enabling brands to speak directly to communities through owned and social channels, while data and analytics have improved accountability and measurement.
The Bad:
Always-on communication has led to burnout, shorter attention spans, and content overload. Speed often trumps depth, weakening narrative quality. The explosion of channels has fragmented audiences, increasing costs and complexity, while measurement still struggles to capture long-term reputation impact versus short-term engagement metrics.
The Ugly:
Misinformation, deepfakes, and declining trust in institutions have made credibility fragile. Performative purpose and “woke-washing” are quickly exposed, creating reputational whiplash. AI-generated content, when misused, risks sameness, ethical lapses, and loss of authentic human voice.
The Take On Upcoming Trends:
Expect a shift toward fewer, braver narratives; tighter integration between PR, marketing, and public affairs; AI as an intelligence layer rather than a content factory; and renewed focus on trust, leadership authenticity, and cultural nuance. The future rewards clarity, credibility, and courage.
YOUR TAKE ON TECHNOLOGY IN SHAPING THE FUTURES
Tesla launch in Pavilion
Vogiatzakis: Technology disrupts everything as we know it to be, but (it) also accelerates our potential. AI is transforming how we do business, including the practise of Public Relations. Yet, the human element remains unchanged, even vital. The need for emotional connection and strategic thinking that is rooted in human experience is still the prerequisite for success. Amidst the greatest technological advancements in history, including the current boom we’re experiencing, humanity is what ultimately defines true excellence.
Both you and Peter bring a fresh perspective with your foreign background meshed into local culture. What is Malaysia’s advantage in the context of PR on this side of the region?
Vogiatzakis: The industry in Malaysia epitomises the heart and soul of what business should be like. The Malaysian DNA is one of true diversity, creativity, and a can-do attitude, complemented by values such as kindness, respect and acceptance.
This produces fertile ground to build and flourish, to be creative and strategic, to connect brands and consumers by using the power and magic of storytelling that touches hearts and minds everywhere, regardless of background or culture. This has enabled GO to thrive under Peter’s leadership, while making its mark beyond Malaysia, even in the Asia Pacific region, and I would dare say, even the world.
De Kretser: Malaysia represents a rare and vibrant multicultural diversity. It offers a level of cultural fluency that is unique in the PR world. As the industry evolves, we are seeing a profound appreciation for the arts and high-level strategic communication, signalling a mature and sophisticated market. As the region blossoms into a global economic powerhouse, Malaysia is positioned front and centre as a fertile ground and a strategic gateway for foreign enterprises looking to tap into the region’s enormous potential.
What do you both hope to achieve from this partnership?
Vogiatzakis: Firstly, we hope to continue to add value to our clients, both current and future. Secondly, we want to be movers and shakers within the industry, to develop and influence the industry, locally and abroad.
But at the heart of everything we do, we also want to nurture and develop the GO Family. The GO culture is a precious gem that has enabled us to thrive. But we want to continue to protect, preserve and hone that gem so we can truly soar high through the skies in Malaysia and beyond.
De Kretser: For Andreas and I, this partnership is really about taking everything we love about GO and kicking it up a notch. First and foremost, it’s about growing the business, but you can’t do that without investing in your people. We’re doubling down on specialised training to really sharpen the team’s acumen. Basically, we want to give our ‘GO-getters’ the tools to be the best in the game. What’s truly exciting, though, is the synergy between Andreas and myself. We’re constantly on the same wavelength, and that kind of energy – which is shared through all our colleagues – is exactly what sparks that cili padi magic that enables us to create campaigns that our clients love. At the end of the day, we’re building a culture where we learn fast, get rewarded for great work, and, most importantly, have a blast doing it. If we aren’t having fun and making magic, we aren’t doing it the GO way!
Having experienced the last hey days of print, the pivot to social media is a very real necessity so how did you manage to pivot? And your advice to the younger generation?
Vogiatzakis: It’s true that the industry has evolved and moved on. Yet, as I’ve said before, what does not change is the human connection. At the core, our focus is on connecting brands to consumers; communicators to audiences. Print, social, or any other medium for that matter are merely just vehicles or platforms that have continued to change through time, depending on usage. Rest assured, it will continue to change.
Today, its social media. Tomorrow, it’s something else. Our job is to know and GO where the audiences work, play, live. The real question is how to leverage these platforms smartly, creatively, efficiently and effectively, and reach the hearts and minds of the audience.
Master the power skills! Be a great listener, build your emotional intelligence, galvanise your attitude, adopt a curious mind, devour all information, and be well-versed on all affairs. You must develop the ability to synthesise stories that evoke feelings and engage the mind. You need to build relationships and nurture them. You need to be self-aware. You need to constantly seek feedback and be humble to know that you dont know everything. Through it all, you need to learn! Pay your dues, and when you get to where you want to be, give back and help others do the same.
De Kretser: If you want to make any real dent in this business, you’ve got to start with the right attitude and an unquenchable thirst to learn and grow and change with the times. PR moves fast, and if you aren’t engaged with the world around you, you’ll miss the heartbeat of the story. You need that restless curiosity to dig deeper, find the narrative and stories that actually matter, and then have the guts to share it in a way that sticks and resonate with the right people.
I’d also say never settle for a “par” or “good enough” campaign. Average is the enemy of greatness. We’re in the business of making magic, not ticking boxes.
And finally, you’ve got to build some serious grit and resilience. It’s not always sunshine and awards (though we have our fair share at GO). But make no mistake, you’ll hit walls. The secret is being able to dust yourself off and GO again. If you’ve got the grit and the passion, there’s no limit to the impact you can make.
De Kretser: I don’t have a particular philosophy per se, but perhaps a realisation over the years and that is to enjoy the ride! We often get caught up in the past and future without living the day and the moment. Whether that’s celebrating the good times or even celebrating the not so good times, we need to identify what it is about the present that one can learn, grow or even embrace even momentarily, while pushing forward with positivity.
