This year, Midas PR celebrates a remarkable milestone—18 years of shaping the communications landscape in Thailand and beyond. What began as an ambitious vision by Dr Karine Lohitnavy-Frick has grown into a multi-award-winning PR powerhouse, known for bold strategies, a global perspective, and an unwavering commitment to excellence.
A Journey Fueled by Curiosity and Connection
Karine’s path to PR was anything but conventional. Born in Belgium to Swiss and Luxembourgish parents, she grew up immersed in different cultures, studying across England, Luxembourg, Germany, Spain, Greece, and France. With a double degree in Social Sciences and Political
Sciences, she was drawn to the power of communications—how words, strategy, and relationships can shape perceptions and drive impact. Never one to stop learning, she later earned a doctorate degree, further cementing her expertise in strategic PR and reputation management.
An adventurous spirit and an eye for opportunity drove her move to Thailand. She quickly saw the untapped potential in the country’s PR landscape and, in 2007, took a leap of faith—founding Midas PR with a vision to blend international best practices with deep local expertise.
Karine’s path to PR was anything but conventional. Born in Belgium to Swiss and Luxembourgish parents, she grew up immersed in different cultures, studying across England, Luxembourg, Germany, Spain, Greece, and France. With a double degree in Social Sciences and Political
Sciences, she was drawn to the power of communications—how words, strategy, and relationships can shape perceptions and drive impact. Never one to stop learning, she later earned a doctorate degree, further cementing her expertise in strategic PR and reputation management.
An adventurous spirit and an eye for opportunity drove her move to Thailand. She quickly saw the untapped potential in the country’s PR landscape and, in 2007, took a leap of faith—founding Midas PR with a vision to blend international best practices with deep local expertise.
From Startup to Industry Trailblazer
The early days of Midas PR were fueled by sheer determination, an extensive network, and Karine’s natural ability to connect people, ideas, and opportunities. This skill earned her the title of “Master Connector.” Navigating Thailand’s business culture as a foreign entrepreneur came with challenges, but she embraced them, learning to bridge cultural gaps while introducing fresh, global perspectives to the industry.
Over the years, Midas PR has grown from a boutique agency into one of Thailand’s most respected PR firms, renowned for its expertise in integrated communications, crisis management, strategic media relations, and digital PR. Whether working with local brands or multinational giants, the agency has consistently delivered compelling narratives that resonate across Southeast Asia and beyond.
The early days of Midas PR were fueled by sheer determination, an extensive network, and Karine’s natural ability to connect people, ideas, and opportunities. This skill earned her the title of “Master Connector.” Navigating Thailand’s business culture as a foreign entrepreneur came with challenges, but she embraced them, learning to bridge cultural gaps while introducing fresh, global perspectives to the industry.
Over the years, Midas PR has grown from a boutique agency into one of Thailand’s most respected PR firms, renowned for its expertise in integrated communications, crisis management, strategic media relations, and digital PR. Whether working with local brands or multinational giants, the agency has consistently delivered compelling narratives that resonate across Southeast Asia and beyond.
A Multi-Award-Winning PR Firm
Midas PR’s reputation for excellence has been recognised through numerous accolades. Over the last couple of years alone, the agency has added to its impressive trophy cabinet:
• International Prime Awards Global 2024 – Excellence in Corporate PR Campaigns and
Integrated Media Relations in Southeast Asia
• International Prime Awards Global 2024 – Strategic Leadership in PR and Corporate
Communications
• PRCA Thailand Awards 2024 – B2B Award & Media Relations Award for the Money 20/20
Asia campaign
• Prime Award for International Businesswoman of the Year 2023 – Karine Lohitnavy
These awards reflect the agency’s commitment to innovation, impact-driven communication, and its ability to merge traditional PR expertise with cutting-edge digital strategies, real-time crisis simulations, and advanced media analytics.
Midas PR’s reputation for excellence has been recognised through numerous accolades. Over the last couple of years alone, the agency has added to its impressive trophy cabinet:
• International Prime Awards Global 2024 – Excellence in Corporate PR Campaigns and
Integrated Media Relations in Southeast Asia
• International Prime Awards Global 2024 – Strategic Leadership in PR and Corporate
Communications
• PRCA Thailand Awards 2024 – B2B Award & Media Relations Award for the Money 20/20
Asia campaign
• Prime Award for International Businesswoman of the Year 2023 – Karine Lohitnavy
These awards reflect the agency’s commitment to innovation, impact-driven communication, and its ability to merge traditional PR expertise with cutting-edge digital strategies, real-time crisis simulations, and advanced media analytics.
A Leadership Style Rooted in Mentorship and Empowerment
For Karine, success isn’t just about accolades—it’s about people. She believes the true strength of an agency lies in its team, and at Midas PR, she has cultivated a culture of empowerment, trust, and creativity. Her passion for developing young talent led to the launch of the Midas PR Academy, a program designed to equip the next generation of PR professionals with the skills to thrive in today’s fast-evolving communications landscape.
Beyond Midas PR, Karine is dedicated to raising industry standards. She was the founding Chair of PRCA Thailand, helping to raise the standards of the Thai PR sector, and co-founded The Lionesses of Siam, a community supporting female entrepreneurs in Bangkok.
What’s Next for Midas PR?
As Midas PR enters its 18th year, Karine’s vision remains as bold as ever. The agency continues to expand its global footprint, driving regional and international campaigns that redefine what PR can achieve. With AI, hyper-personalisation, and digital-first storytelling reshaping the industry, Midas PR is staying ahead by fusing technology with human-driven creativity to deliver results that matter.
While PR tools evolve, one thing remains unchanged—Karine’s belief in the power of connection. Whether helping brands forge meaningful relationships with their audiences, bridging cultural divides, or mentoring the next generation of communication leaders, she remains dedicated to building lasting relationships. And that’s the essence of Midas PR—where strategy meets storytelling, connections create impact, and a bold vision continues to shape the future of communications.
For Karine, success isn’t just about accolades—it’s about people. She believes the true strength of an agency lies in its team, and at Midas PR, she has cultivated a culture of empowerment, trust, and creativity. Her passion for developing young talent led to the launch of the Midas PR Academy, a program designed to equip the next generation of PR professionals with the skills to thrive in today’s fast-evolving communications landscape.
Beyond Midas PR, Karine is dedicated to raising industry standards. She was the founding Chair of PRCA Thailand, helping to raise the standards of the Thai PR sector, and co-founded The Lionesses of Siam, a community supporting female entrepreneurs in Bangkok.
What’s Next for Midas PR?
As Midas PR enters its 18th year, Karine’s vision remains as bold as ever. The agency continues to expand its global footprint, driving regional and international campaigns that redefine what PR can achieve. With AI, hyper-personalisation, and digital-first storytelling reshaping the industry, Midas PR is staying ahead by fusing technology with human-driven creativity to deliver results that matter.
While PR tools evolve, one thing remains unchanged—Karine’s belief in the power of connection. Whether helping brands forge meaningful relationships with their audiences, bridging cultural divides, or mentoring the next generation of communication leaders, she remains dedicated to building lasting relationships. And that’s the essence of Midas PR—where strategy meets storytelling, connections create impact, and a bold vision continues to shape the future of communications.
