About
A global marketing, tech, and entertainment group
The thesis
Most marketing work depends on a chain of partners the lead agency doesn't control. We built the chain ourselves. The Catalyst is the creative arm. Catalyst Labs builds the technology and platforms the work runs on. Chaos Theory is the record label and music IP side, built inside the group (not outsourced). Each company runs its own P&L and team; the work moves between them on a single brief.
How the work moves
Most projects pull from more than one company in the group to make full use of synergy. A Catalyst-led campaign might use music from Chaos Theory and a community platform from Labs; one team, one set of credits, no handoffs to partners outside our walls. A clean example: “Rock The Boat” for the Singapore Tourism Board was Chaos Theory-led with Catalyst on execution and creatives.
How we work
Grounded in strategy
Every recommendation we make is built on something real, whether it be audience data, category trends, conversion patterns, or first-hand experience operating in the space. We do the thinking before work starts so our clients have confidence in the foundations we build.
Gamefluence™
Our in-house methodology for building closed-loop campaigns, where audience attention, community participation, and measurable conversion all sit in the same system. Born in gaming, where audiences set the highest bar in marketing, and now applied across every category we work in.
Tech as a multiplier
We build the tools the work runs on: a Discord bot for a music release, an internal reporting platform for a global campaign, a community engine that runs itself. The tech is rarely the headline, but it can be the reason the headline gets delivered on time and with the data to prove it worked.
The team behind the work
The people running your account have done it before, for clients you've heard of, at scale that's hard to manufacture. Our process has taken 11 years to perfect, so that our diligence, attitude, and commitment aren't just claims, but the base expectation.
Where we operate
Singapore
HQ — group operations, creative, tech
Dubai
Regional, client-facing
London
Label-side and publishing
Team distributed across Singapore, Malaysia, the UK, Europe, and North America.
Selected clients
- Lenovo
- Microsoft
- Singapore Tourism Board
- NetEase
- Rotary Int.
Working on something that needs more than one company in the room?