Skillsoft, a company specialising in e-learning solutions for learning and development in business, government and education sectors, engaged Buchan to build its profile across Australia & New Zealand, within the wider Asia Pacific region.

Together, Buchan and affiliate Waggener Edstrom implement public relations activities for Skillsoft across ANZ, China and India.  Buchan is responsible for delivering proactive media campaigns, using research developed by Skillsoft around cloud solutions and organisational learning and development. Buchan contextualises Asia Pacific research to give it a ‘local flavour’ and leverages thought leadership to mainstream, key trade media and industry sectors identified as priority for Skillsoft, to influence and engage stakeholders.

Buchan also inputs weekly to the regional social media strategy, to increase brand awareness for Skillsoft through digital mediums.


  • More than 13 million brand impressions across ANZ mainstream and industry media over a nine month period.
  • Coverage secured in top tier publications including The Australian and the Australian Financial Review.
  • Five contributed articles / opinion pieces by Skillsoft placed in a six month period.
  • Extensive media exposure in target industry sectors including Human Resources, business and IT.

“Buchan has worked effectively alongside Waggener Edstrom to improve Skillsoft’s brand awareness in Australia and New Zealand and we have seen an increase in sales as a result of proactive media campaigns carried out by Buchan.”

Justina Phoon, Director, Marketing Communications, Asia Pacific at Skillsoft