Agency Profile: The Ate Group

Agency Profile: The Ate Group

What services does The Ate Group offer?
People think of us as a communications agency, but that’s not what we are. We create and refresh brands for companies, which requires strategic brand communications, rooted in creative content. We also offer user experience consultancy where we look at what brands plan to roll out, then create an experience based off of that.

What inspired the start of The Ate Group?
The Ate Group was founded by Su-Lyn Tan 16 years ago. At the time, there was a gap in the market for niche boutique agencies to provide specialised services that had close ties to the media. The inspiration behind The Ate Group was to understand what the media was covering and pitch story ideas that would fill that need.

Tell us about The Ate Group team
Our CEO is Su-Lyn Tan and our COO is Celine Tan. They are like the left brain and right brain. They may be leaders, but the company is run very much like a family. It’s not about education and training, it’s about believing in the team and sharing knowledge.

There are currently 10 of us working at The Ate Group, each bringing different areas of expertise to the table. We have former editors, social media experts as well as a range of creatives who bring exceptional photograph and videography skills to the business.

Does your agency have a particular area of focus?
Since the business was founded 16 years ago, we have worked with brands from a wide range of sectors. We have brands in tech and automotive, but the hospitality and F&B industry is where we’ve found our real calling. These businesses require a level of meticulousness and expertise.

Where is The Ate Group based?
Our office is located in Singapore, but we also have colleagues working remotely in the Philippines, Paris and the United States.

What's next for The Ate Group? 
Every few years, we spot trends and look at what’s next in the market to evolve our team and operations in order to stay relevant. We’re in the business of storytelling, and we are constantly helping our team to be able to learn and develop their skills in this area.

In a sentence, describe your ideal relationship with a journalist.
An ideal relationship with a journalist is one where we have an ongoing, open conversation, one where we understand what their publication is looking for and can give them content from our brands that ticks those boxes.

Any key PR trends your agency is keeping an eye on?
Mastering storytelling via moving images. It's a great challenge to figure out how to tell stories in this way with the current talent we have internally, rather than having to outsource.

What skill sets do you look for in new hires?
We look for people with resilience, tenacity, curiosity and empathy.

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