Strategic comms consultancy ACID launches in SG

Singapore’s startup ecosystem has a new player on the strategic communications front. ACID, a consultancy built for early-stage startups in emerging industries, will focus on helping small teams craft authentic narratives, connect with stakeholders, and drive business outcomes through intentional communications. 

It positions itself as a partner to startups in emerging industries as they navigate high-stakes moments from fundraising and regulatory approvals to M&A, expansion and market entry.

Founded by Chester Tan, former head of communications of Lendela, ACID aims to fill a gap Tan has observed repeatedly: while communications has become a critical function in larger companies, early-stage founders often overlook its value until it’s too late. Many leadership teams find themselves hitting a wall after pouring millions into marketing or partnerships that don’t deliver, often because they lack a compelling brand story that truly resonates with their audience.

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“Too often, communications is seen by early-stage founders as a nice-to-have after reaching scale. We beg to differ,” said Tan in conversation with MARKETING-INTERACTIVE.

“When done with intentionality, strategic communications can be harnessed to drive business-critical outcomes—credibility that gets you that regulatory approval, influence that gets you a seat at the decision-making table in your industry, thought leadership that becomes a magnet for partnerships and deals, and recall that lowers your acquisition cost. All of these accelerate the creation of shareholder value.”

Unlike traditional agencies, ACID limits itself to working with no more than five brands at a time to prioritise deep strategic thinking over churn work. Its services include media relations, messaging strategy, employer branding, C-suite advisory, events, crisis management and more. All of which are offered via modular or retainer models tailored to early-stage growth.

Based in Singapore, ACID serves startups headquartered or operating across Southeast Asia. It is already in discussions with early-stage founders in fintech, AI, health tech, robotics, deep tech, web3, and digital assets. Many, Tan noted, are founders with “grand visions for the future of humanity. Whether it’s reimagining how plastic waste can be reduced or building tech that unites rather than divides.”

With plans to expand the team as client needs grow, ACID’s mission is clear: to help emerging brands find their voice and scale with clarity in an increasingly noisy, distracted and digital world.

ACID is one of the many new firms to open in Singapore in recent months. Earlier in June, former PRecious Communications leaders Arundhati Saha and Pauline Yoong launched INFLUENCE, a Singapore-based strategic B2B influencer marketing consultancy aimed at helping brands drive business impact and build visibility in competitive sectors through tailored influencer strategies that blend thought leadership, digital strategy, and brand storytelling.

In May, a new boutique recruitment consultancy specialising in PR and communications called The Shortlist opened shop in Singapore.

Based in Singapore, The Shortlist focuses exclusively on hiring for PR and communications roles, working with both agencies and in-house teams. The consultancy aims to help clients build stronger, more connected communications functions through personalised, high-touch recruitment.

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