About
Eleven years operating.
Catalyst is the craft layer of Catalyst Group. We started in gaming and now work across music, sport, and lifestyle, with most of our delivery globally and selected work in APAC.
We run end-to-end: strategy, creative, production, community, influencer, paid, and earned — in-house, on one team. Past work includes global campaigns for Lenovo, Microsoft, Intel, Singapore Tourism Board and Rotary International.
The thesis
Strategy first. Amplification built in.
Every campaign starts with the same inputs: audience, category trends, platform behaviour, and the outcome the client needs. Creative and production follow from there.
Amplification is planned alongside the creative, not after it. Platform strategy, paid media, influencer, and community work together to cover the full funnel — from awareness through to conversion.
The team
Run by operators.
Drew Holt-Kentwell
Founder & CEO
TBD — Drew to provide one-line POV.
Vanessa Heng
TBD
TBD
Huiyi Tan
TBD
TBD
Markel Lee
TBD
TBD
Christian Hunger
TBD
TBD
Steph Yeong
TBD
TBD
How we work
Four principles.
Culture is upstream.
Most marketing reacts to culture after it's already moved. We work at the upstream end — through talent, creators, communities, and our own label — so the brand is part of the moment, not chasing it.
Gamefluence is the house lens.
Gamefluence is our in-house methodology designed to capture audiences authentically where they are but with the intention of demonstrating clear conversions and data to prove campaign success.
Earned first, paid second.
We plan the work to travel on its own merit before any media spend goes behind it. Rock The Boat reached 5M+ views before a dollar of paid. Paid is used to compound what's already working, not prop up what isn't.
We run our own stack.
Catalyst Labs builds the platforms, automations, and tooling we use day-to-day — community management, AI agents, campaign infrastructure. Most agencies license this from vendors. We don't, which is why we can move at the pace we do.
Where we operate
Truly global team.
HQ — group operations, craft, tech
Singapore
Regional, client-facing
Dubai
Label-side and publishing
London
Plus a distributed team across Singapore, Malaysia, the UK, Europe, and North America. We hire for the work, not the postcode.
Selected clients
Recognition — 2026
8 wins. 10+ nominations.
Including Asia-Pacific Stevie Gold — Most Innovative Advertising / Marketing Team of the Year.
Just Go · Lenovo Legion Go S
6 wins · 3 nominations
- Asia-Pacific Stevie Gold ×2 (Innovation in Viral Videos · Innovation in Branded Entertainment)
- Asia-Pacific Stevie Bronze ×2 (Innovation in Social Media Marketing · Innovation in Content Marketing)
- Webby Honor (Video Ad: Midform)
- Shorty Awards nomination · Global Social Media Awards nomination
Most Innovative Advertising / Marketing Team
Asia-Pacific Stevie Gold · 2026
- The headline credential. Marketing Team of the Year, APAC region.
LAP
Shorty Awards nomination
- Earned Media · YouTube Partnership
Legion Live
Shorty + Global Social Media nominations
- Other Platform Partnership
- Best Collaboration with a Content Creator
Reel Rumble
Shorty Awards nomination
- Community Engagement
Legion at EWC
Shorty + Global Social Media nominations
- Integrated Campaign · Event & Experiential
- Best Audience Engagement Campaign
Unreal Fest
Shorty Awards nomination
- Event & Experiential
Looking to build something truly innovative?
hello@thecatalyst.gg