CASE STUDIES
We do not measure success in press releases sent. We measure it in stories placed, in the publications your clients and peers actually read. We work with a deliberately small number of clients at a time. Our goal is to build authority so your name is spoken in rooms you’re not in.
Coverage that lands in the rooms that matter
UMA THANA BALASINGAM, CAREERQUAKE™
Uma Thana Balasingam is the founder of Careerquake™ and a leadership strategist advising senior leaders on career and organisational transitions in the age of disruption.
The Challenge
When we first started working together, Uma had recently founded Careerquake™. Rather than positioning her simply around her corporate background, we centred our media strategy on establishing Careerquake™ as a distinct voice in the conversation around careers, leadership and the future of work, with Uma at its centre.
The Angle
The work was editorial rather than promotional. Together, we identified the patterns Uma was seeing through her advisory work with senior leaders navigating career and organisational transitions, and developed them into publication-specific opinion pieces tied to current events and emerging workforce trends.
The Results
Rather than repeatedly pitching founder profiles, we focused on building an opinion-led platform. Topics ranged from the human cost of retrenchments and the changing nature of career security to AI, leadership and the future of work. Each piece was developed with a different publication and audience in mind, while reinforcing Careerquake™ as the central idea behind Uma's work.
INDUSTRY
Leadership & Future of Work
THE SCOPE
Media Strategy, Opinion Piece Development, Thought Leadership Placement
ENGAGEMENT
Visibility
POSITIONING
Opinion-Led, Category-Defining, Founder-Centred
COVERAGE
The Business Times, AugustMan, Esquire Singapore, Straits Times, Robb Report
MASABA GUPTA, HOUSE OF MASABA
Masaba Gupta founded House of Masaba at nineteen. The label has grown into a lifestyle brand with flagship stores across India and a presence from London to Dubai to Los Angeles, alongside her beauty line LoveChild and two seasons of the Netflix series Masaba Masaba.
The Challenge
Masaba is a superstar in India. Outside NRI markets, she is far less known. Her collections were already stocked at Melange Singapore, but it had been a long time since she had hosted an event in the city. The occasion was a two-day showcase in collaboration with Melange: a VIP preview and fireside chat on day one, a public trunk show on day two, and the launch of her inaugural high jewellery collection created with heritage brand Amrapali.
The Angle
The remit had two layers. The first was an introduction: making a wider Singapore audience understand who Masaba is and why she matters. The second was commercial: driving attendance to a one-day trunk show. Both required the same thing, coverage that made people curious enough to show up.
We led with her design signature, everyday wear that intersects Western silhouettes with an Asian sensibility, and anchored the story on the Amrapali jewellery launch as the news peg. The jewellery collection gave editors something concrete and new to commission around, while the design philosophy gave them the broader narrative.
The Results
Coverage across The Peak, Tabla, Robb Report and Her World, building enough curiosity ahead of the showcase to convert into attendance.
INDUSTRY
Fashion & Lifestyle
THE SCOPE
Campaign Strategy, Event Press, Launch Positioning
ENGAGEMENT
Campaign
POSITIONING
Design-Led, Newsworthy, Commercial
COVERAGE
The Peak, Tabla, Robb Report, Her World
ATELIER V&A
Atelier V&A is a Singapore-based multidisciplinary creative studio founded by Venetia Gu and Aisha Hillary-Morgan, working across furniture, interiors, restoration, objects and creative collaborations.
The Challenge
The brief was to introduce the new studio, which was built to be much more than a static space showcasing beautiful furniture and interiors. Atelier V&A didn’t fit neatly into a single description, and there was too much to the founders, the craftsmanship and the concept to reduce it all to one launch story.
The Angle
We started with the two women behind it. Gu brings a four-decade family heritage in carpentry and furniture-making. Hillary-Morgan’s path runs through performing arts, fashion and retail, into brand strategy, creative direction and communications, spanning media and global technology. Atelier V&A sits at the intersection of those two different, but complementary, backgrounds.
From there, we built the launch around several editorial threads, including the founders & their journeys individually and together; local craftsmanship through their in-house workshop; the breadth of their multidisciplinary practice; and their ambition for Atelier V&A as a space for experimentation and collaboration.
The Results
We hosted a select media breakfast and built a tight narrative around the elements we knew individual editors would find relevant, rather than pushing a single launch story to everyone. The resulting coverage reflected that: different publications found different ways into Atelier V&A.
INDUSTRY
Design & Interiors
THE SCOPE
Launch Strategy, Media Event, Narrative Development
ENGAGEMENT
Campaign
POSITIONING
Multidisciplinary, Craft-Led, Founder-Driven
COVERAGE
Tatler Homes, Harper's Bazaar Singapore, Solitaire, A Plus Singapore
MEGHA SINGH, LAUNCHPAD
The Challenge
Community building is one of the most devalued categories of expertise there is. Megha’s expertise is specific: she has built communities since 2015, grown one from twenty members to hundreds across five markets, and then bought it.
Megha Singh is the CEO and owner of Launchpad, a community for early-stage, non-tech founders operating across Singapore, Hong Kong, Malaysia and beyond.
The Angle
We build her story on two pillars: what it actually takes to build a community that survives, and supporting founders in the lifestyle space.
The Results
Placements across Her World, Portfolio, Tabla and The Peak, establishing Megha's expertise on its own terms.
INDUSTRY
Community & Entrepreneurship
THE SCOPE
Media Strategy, Narrative Development, Thought Leadership Placement
ENGAGEMENT
Visibility
POSITIONING
Practitioner-Led, Category-Building, Credible
COVERAGE