Maise – independent and loving it

This post was done in collaboration with Maise

Three-year-old Maise, led by founders Grace Tong and Anne-Marie Gar Wai Leong, started up in 2019. Safe to say, the journey hasn’t been a bed of roses for the independent creative shop’s founders as the world came to a screeching halt not long after, as borders shut to curb the spread of COVID-19.

Despite the adversities presented by the pandemic, the pair remained determined in their vision to bridge the gap between consumers and brands. Fast-forward to 2022, as the team celebrates its three-year anniversary, its efforts have resulted in a 23-staff team with an incredible culture, say the founders.

Maise, which stems from an old Scottish dialect meaning finer details, believes its culture is one which sets it apart from the many other agencies in the market. As strong proponents of openness and transparency, Tong and Leong believe in breaking down hierarchies.

“This embodiment of openness transcends beyond disciplines and is an aspect that we really hold dear. It’s not something that we come across often in independents or networks we have worked in,” Tong said.

Moreover, the founders also want to create a sense of purpose across its teams. They believe that having a similar set of values in wanting to achieve goals can not only go beyond just the everyday work created, but can also elevate the standards of deliverables set for clients.

“I think it’s looking after each other in the sense of comradeship. I think it’s very important. We believe what will really drive our teams is to grow together and share a common goal,” Leong said.

Added Tong said: “We want everyone in the firm to know that growing a team is not just a founder’s responsibility, but it’s everyone’s responsibility to grow the team.”

An independent hustle

For Tong and Leong, starting up their independent shop Maise wasn’t a calculated move that brewed in their minds for years. Before starting Maise, both Tong and Leong worked at DDB’s shopper marketing unit TracyLocke. Tong also spent her early years in the industry with the likes of Grey, Landor, and ReFUEL4, while Leong worked with Barrows and Landor.

Coming from a network-led background, the two shared that starting up an independent agency wasn’t really in their plans. And neither had the two closely collaborated often during their time at TracyLocke.

“Interestingly, it was our clients who asked us to create something of our own,” Tong shared. “It’s funny because we really didn’t intend to start a company, but we had a lot of ex-clients asking us to work together and start a company. So here we are. Our clients were the ones who encouraged us to take the leap and do something different.”

The efforts have clearly paid off as the company now works with a slew of brands, including Estée Lauder, Burger King, and Global Esports Federation. On its website, the company proudly boasts of its staunch belief in creating “positive impact and triggering excitement” across tailored solutions from brand, packaging designs, event activations, communications, and experiential retail design.

However, starting up the agency also required learning a new range of skills for the duo.

“When you don’t have the backing of a large network, you are required to be more resourceful and find a solution with limited resources, no matter what the task at hand is. You learn to build more partnerships,” Leong said. And, ultimately, this hustle results in dreaming big.

Expansion plans

Regardless of the situation in the world, Maise, in its third year, remains ambitious. While the company already has a presence in China, markets such as Malaysia, Indonesia, Thailand, and Korea remain hot on its radar as the founders constantly remain on the hunt for talent that matches their hunger for growth.

“Developing markets hold a lot of potential opportunities for us due to the growing economy,” Tong said. And while finding the right talent is key, both Leong and Tong want to ensure they find the right fit to the unique culture that has already been created within the company.

“As far as the company is concerned, we want to make sure that every individual who joins us is set up for success,” Tong said.

“As a company, we’re still pretty small. It makes us more agile and more adaptable to change. We’re super fortunate to be able to take a big leap and learn from our clients.”

Leong added: “At the end of the day, every employee should feel empowered to go beyond their potential. We want to create the safe space for team members to grow and to develop their skills beyond their core discipline.”