30 years, 30 secrets, SG$30,000 – and still hungry to make a difference

This post is sponsored by amc asia!

When Bernard Oh founded amc asia! in 1995, it had what he calls a “hungry energy”, the kind fuelled by passion and the recklessness of youth with little to lose. Thirty years on, that hunger’s still there. It just expresses itself differently now.

This year, the international creative experience company is marking three decades with two acts: a book called 30irty Little Secrets – A Rebel’s Playbook given free to aspiring entrepreneurs, and a SG$30,000 donation to Arc Children’s Centre, Singapore’s first daycare for children battling cancer and life-threatening illnesses.

The donation continues a relationship that stretches back over a decade. The company has supported Arc for the past 10 to 12 years, and the SG$30,000 reflects both the milestone (SG$30,000 for 30 years) and Oh’s conviction that children represent the future.

The journey to 30 years hasn’t been passive. The team has grown from three people to 200, expanding across seven regional offices, including a recent move into Saudi Arabia, all while maintaining independence in an industry dominated by holding companies.

That freedom has allowed it to move fast – like deciding on the Saudi expansion in weeks rather than waiting for corporate approvals; and to experiment with new models such as wonderlab, an internal studio creating owned IP instead of waiting for client briefs.

Projects include Plant Mojo (a consumer fertiliser brand), and most recently Big Furry Festival, a pet-centric experiential Christmas village backed by Enterprise Singapore running 18-21 December in Holland Village.

30irty Little Secrets – A Rebel’s Playbook isn’t your typical corporate anniversary publication. There are no glossy milestone timelines, no executive portraits. What you get instead is an unfiltered guide written with wit and brought to life through Singapore artist Ann Gee’s satirical illustrations.

“After 30 years, we had something worth sharing, and it shouldn’t cost aspiring entrepreneurs a cent to access it,” Oh says.

The book is being distributed to clients, partners, and former staff. Aspiring entrepreneurs can request a free copy by messaging amc asia! on LinkedIn or Instagram.

The company’s choice of Arc reflects its core values. Creativity has always been central to how it works, and Arc embodies that same philosophy in how it supports children undergoing treatment.

Arc doesn’t just provide medical support. It uses creativity as a tool for maintaining normalcy. Art programmes. Music lessons. Coding classes. Drama workshops. These aren’t extras – they’re how Arc helps children hold onto their sense of self during treatment.

Co-founders Geraldine Lee and Ronita Paul, who founded Arc Children’s Centre in 2011, were jointly named The Straits Times Singaporean of the Year 2023 for their work helping children find normalcy amid hospital visits and treatments.

“These children are fighting battles we can’t imagine,” Oh says. “If our donation helps even one child continue learning and playing through treatment, that matters more than any business milestone.”

Thirty years in business has taught amc asia! what matters: giving away what you’ve learned, and giving back to those who need support the most.

About amc asia!
Founded in 1995, amc asia! is an international creative experience company that crafts brand experiences and campaigns across seven regional offices. The company has delivered experiential journeys for Fortune 500 clients and continues to expand its owned IP portfolio through wonderlab.

About Arc Children’s Centre
The Arc Children’s Centre is Singapore’s first charity daycare facility devoted to nurturing children fighting cancer and other serious childhood illnesses. Founded in 2011 on a promise to a young boy who wished for a place where kids like him could still learn, play, and just be kids, Arc has since helped over 290 children aged three to 18, irrespective of nationality, race or religion. The centre provides a safe haven for learning, playing, and healing.