by Chooi Weng Hei
From a Market Gap to a Movement
The story of KCS began with a simple but powerful observation: brands, particularly SMEs, were being undeservedly overlooked. Agencies today are too large to be flexible, or too transactional to deliver real marketing results. Seeing an opportunity, the three co-founders, Tan Suet Keem, Cheryl Ng, and Elyssa Ng launched KCS with the vision of bridging creativity with execution—offering bold ideas with precision, responsiveness, and genuine brand understanding.
Unforeseen Problems Require Unforeseen Solutions
Just as KCS was finding its footing, the COVID-19 pandemic struck. Most of their early clients—largely SMEs from the F&B sector—were hit hard. Facing one of their first major challenges, the team pivoted quickly.
Responding to the new demands by their clients during COVID-19, KCS swiftly reworked its business model, sharpened its focus on a more defined target audience, and revamped its solution offerings. This strategic pivot not only helped the team navigate a challenging period, but also laid the foundation for its subsequent expansion.
This same approach continues to shape how the company works with clients today. By taking the time to understand each client’s business objectives and pinpoint the real challenges faced by their prospects, the company is able to offer solutions that are both practical and impactful. It positions itself not merely as a service provider, but as a resilient business partner committed to driving its clients’ growth.
Credibility was another hurdle. As an all-female-led agency, they often faced skepticism when pitching against larger, established players. Their strategy? Over-delivering on every project. Speed, precision, and word-of-mouth soon became KCS’s strongest assets.
Their defining moment came when they secured a major client—beating out four larger agencies in the process. That client remains with them to this day, a testament to the value KCS brings to the table.
From Performance Marketing to Full-Service Mastery
When KCS first started, their focus was resolute: performance marketing that drove measurable results through digital channels. But it quickly became clear that brands needed more—someone to connect all the moving parts across online and offline ecosystems.
Today, KCS has evolved into a full-service agency delivering strategic direction, creative execution, and integrated campaigns. Whether it’s a digital launch, an immersive retail experience, or a regional omnichannel rollout, KCS has built an offering that reflects both the changing market and their ambition to stay ahead of the curve.
Their differentiation lies in a simple philosophy: know the business before you market the business. Through deep industry research, a network of data partners, and a commercial-first creative approach, KCS tailors strategies that deliver real, scalable results.
Key partnerships have helped accelerate their growth too, particularly a game-changing collaboration with a media partner in Canada. This partnership unlocked the ability to scale campaigns across Southeast Asia with precision—helping clients expand faster and more effectively than ever before.
The Reality of Growing an SME
Running a business, however, isn’t without its challenges. Access to funding remains a persistent issue for many SMEs, stifling their ability to scale or invest in long-term strategies. Additionally, digital taxes have added a layer of complexity for digital-first businesses.
KCS, however, has turned these challenges into opportunities. Rather than competing on price, they doubled down on insight-driven marketing solutions that demonstrate clear ROI. This has allowed them to differentiate themselves amid rising competition and shifting economic landscapes.
Looking ahead, they see sectors like AI tools, sustainable products, and localised digital experiences as a potentially good field for SME innovation. “The opportunity lies in finding a niche, owning it, and building trust. Those who stay agile and customer-centric will thrive.”
The team also opines that SMEs must have a clear sense of purpose. Knowing the “why” will keep businesses grounded when challenges inevitably arise—passion may fuel the journey, but purpose provides direction and stability.
Equally important is validating ideas. An idea, according to them, only becomes meaningful when it’s tested in the real world. Go beyond just launching—do the necessary market research to identify gaps and ensure offerings truly meet a need. There’s no definitive playbook for entrepreneurship—but taking thoughtful, calculated steps forward is the only way to discover new opportunities.
Leading with Purpose and Consistency
Leadership at KCS is a unique blend. With three co-founders, each bringing different strengths, they combine transformational and democratic leadership styles. Clear communication, mutual trust, and empowering their team members are at the core of how they operate.
They emphasise that leadership, for them, is about growing with the team rather than simply directing it. A strong company culture has been instrumental to their success, grounded in a sense of ownership, open communication, and a continuous commitment to learning and development.
When asked what advice they would give to new entrepreneurs, they answer simply but powerfully-
“Consistency wins.”
