JED ROOT HEADS EAST: Jed Root is taking his creative talent agency to Southeast Asia. After establishing outposts in New York, Los Angeles, London, Paris and Tokyo, the name behind some of the world’s most successful photographers, stylists and make-up artists — he is credited with shaping the career of the late Kevyn Aucoin, and currently represents Michael Thompson, Scott Schuman, Laura Mercier and Dick Page, among others — has set up shop in Manila, Philippines, capitalizing on the region’s economic growth and potential.

The joint venture with a local consortium is called At East | Jed Root was launched at the end of April and already boasts a pioneer roster of top creative talents in the country. Root noted that “Asia has been undergoing remarkable growth. In particular, the Philippines is enjoying a robust economic revival. These market dynamics are a breeding ground for homegrown brands who will want to work with creative talents that understand the local cultural sensibilities.”

He explained that “by establishing our presence in Manila, we will be working with clients and talents in various key cities like Singapore, Jakarta, and also tapping into the demand from Hong Kong and China. Our intention is to create a bridge connecting the East to the West and vice versa, with the objective of championing Asian talents worldwide. I truly think that the Philippines has immense creative pool and excellent taste. There is much untapped talent to explore here.”

While Root has had a presence in Tokyo for some time, the agency there only represents photographers. From Manila, Root hopes to gradually expand within the region, with offices envisioned in Jakarta, Singapore, Kuala Lumpur, Bangkok, Vietnam and greater China. The Philippine office is headed by Au Mauricio, a longtime associate of Root who recently relocated to Manila after living in Los Angeles to set up the agency.

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