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
Experts, Globally.
Drew Holt-Kentwell
Group Founder & CEO
Singapore
Vanessa Heng
COO & Account Director
Singapore
Huiyi Tan
Associate Director of Strategy
Singapore
Markel Lee
Creative Director
USA
Layla El Najjar
Account Director
UAE
Steph Yeong
Senior Account Manager
Malaysia
Christian Hunger
Director, Events & Partnerships
Germany
Mei Zhen Lek
Senior Project & Account Manager
Singapore
Benito Vincent
Social Media Manager and Strategist
Canada
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
11 wins. 23 nominations.
Including Asia-Pacific Stevie Gold for Most Innovative Advertising / Marketing Team of the Year.
Wins
| Stevie APAC — Gold | — | Most Innovative Advertising / Marketing Team of the Year |
| Stevie APAC | Just Go | Innovation in Viral Videos |
| Stevie APAC | Just Go | Innovation in Branded Entertainment Videos |
| Stevie APAC | Just Go | Innovation in Branded Entertainment |
| Stevie APAC | Just Go | Innovation in Content Marketing / Branded Editorial |
| Stevie APAC | Just Go | Innovation in Social Media Marketing |
| Webby Honor | Just Go | Video Ad: Midform |
| Eventex — Winner | Legion at EWC | Interactive Outdoor Experience |
| Hermes — Platinum | Just Go | Short-Form Vertical Video |
| Hermes — Platinum | Just Go | Social Campaign |
| Hermes — Platinum | Legion at EWC | Integrated Marketing Campaign |
Nominations
| Shorty Awards | Legion at EWC | Integrated Campaign |
| Shorty Awards | Legion at EWC | Event & Experiential |
| Shorty Awards | Legion Live | Other Platform Partnership — Silver Honor |
| Shorty Awards | LAP | Creator & Influencer Partnerships: YouTube |
| Shorty Awards | LAP | Strategy & Engagement: Earned Media |
| Shorty Awards | Just Go | Multiplatform Partnership |
| Shorty Awards | Reel Rumble | Community Engagement |
| Shorty Awards | Unreal Fest | Event & Experiential |
| Global Social Media | Just Go | Best Collaboration with an Influencer |
| Global Social Media | Legion at EWC | Best Audience Engagement Campaign |
| Global Social Media | Legion Live | Best Collaboration with a Content Creator |
| The Drum Awards | Legion at EWC | Gaming |
Looking to build something truly innovative?
hello@thecatalyst.gg