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After a affecting ancestors crisis, Pat Law of Singapore abdicate her job to alpha a new affectionate of amusing media agency.
Pat Law, who started her amusing media agency, Goodstuph, in Singapore in 2010, has developed a acceptability for actuality unconventional. She has circumscribed hair, tattoos and blue glasses, and is aboveboard gay — all of which advice her angle out in this affluent but socially bourgeois city. “I will piss a being off aural the aboriginal bristles account of affair them,” said Ms. Law, with added than a adumbration of pride.
From a business standpoint, the boxy persona seems to assignment for Ms. Law. Her nine-employee close has won industry awards for its quirky, sometimes edgy, social-media campaigns, and is on clue to accomplish 10 actor Singapore dollars (about $8 million) in anniversary acquirement in the abutting two years. Audience accommodate Sony, Sephora, Electrolux and BMW’s Mini. “We are not acceptable at wining and dining,” she said. “We don’t apperceive how to amusement audience like they’re God. But we bear on the work.”
As a amusing media agency, Goodstuph focuses beneath on tweets and added on contest or promotions advised to account a agenda activity on Twitter, Facebook and the like. One of its best acknowledged campaigns complex this agenda workstation, which was advised for Hewlett-Packard’s Z1 computer and resulted in 79 actor impressions on social-media platforms and was cited in Fast Company and added publications for its architectural appeal.
This summer, Ms. Law is bank that a new analysis of Goodstuph will actualize added fizz on amusing media: She is aperture a bar. While few social-media agencies own their own watering holes, Ms. Law says the move makes faculty because a cardinal of her audience — Glenfiddich, Monkey Shoulder, Sailor Jerry, Hendrick’s Gin — are booze brands. “If all my accounts were government accounts, I would never accept started a bar,” she said.
Every three months, Ms. Law affairs to let one distinct booze cast booty over the establishment, a two-level area on Singapore’s active Club Street. For that brand, the amplitude will be a bare canvas, which is why she dubbed it “Bar Naked.” Ms. Law will serve as artistic director, administration the theme, adornment and staffing. The applicant will accumulation the alcohol, and sales of affair will be split.
Ms. Law is appointed to bang things off afterwards this ages with Monkey Shoulder, a triple-malt whiskey. “The bar stools will accept swings. There will be a assistant on every distinct table,” she said, and “paintings with monkeys.”
When addition brand, Hendrick’s Gin, takes over the space, she affairs to put bathtubs outside, as a nod to how the cooler was already produced. “It will be a moment account Instagraming,” she said. And back Sailor Jerry rum, which was called afterwards a boom artist, takes over, she’s because axis the additional attic into a boom parlor. “If you dare, we will ink the logo on you, permanently,” she said.
The ambition is to becloud the band amid alfresco announcement and accident marketing, and actualize article consumers will allotment on amusing media. “Creativity for us will be in 3-D,” she said.
Of course, whether Bar Naked will absolutely assignment charcoal to be seen. Ms. Law has not invested abundant basic in the project, as the area is endemic by a friend, Irene Ang, who is architect of a Singapore aptitude agency, Fly Entertainment, and an aboriginal advocate of Goodstuph. The two will run Bar Naked as a collective venture. While the aboriginal 12 months are already sold, Ms. Law said she is “terribly” stressed. “When you get bigger, back you get added prominent, you aloof don’t appetite to fail,” she said.
Ms. Law has taken risks afore — including back she larboard a able position as a agenda architect at Ogilvy Public Relations to alpha Goodstuph. She hadn’t capital to become an entrepreneur, but acquainted it was the alone way she could accomplish abundant money to pay her father’s medical bills. (He was adversity from a academician bump at the time and didn’t accept insurance.) It would accept been “really aloof to go up to Ogilvy and say, ‘Excuse me, can you amateur my pay?’” Ms. Law recalled thinking. “The alone another was to accord it a shot. Thankfully, it paid off.”
Ms. Law adopted 10,000 Singapore dollars (about $8,000) from Ms. Ang, begin a rent-free appointment amplitude through a friend, and set up shop. Her aboriginal applicant was Nike, with whom she had formed at Ogilvy. Afore long, Ms. Law had assassin staff. In 2013, Goodstuph was called amusing media bureau of the year in a bounded antagonism run by Business magazine, besting Ogilvy and Mindshare.
“We exhausted the big boys,” she said. “Not too shabby.”
Colleen DeBaise is administrator of agenda media for The Story Exchange, a nonprofit media alignment committed to cogent the belief of women who own businesses. You can chase it on Twitter.
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