Singapore – Strategic communications consultancy ACID has officially launched in Singapore, aiming to help early-stage startups in emerging industries across Southeast Asia. The firm is designed to help teams navigate complex, multi-stakeholder environments in sectors such as fintech, AI, enterprise tech, deep tech, and cybersecurity.
ACID works directly with founders to craft intentional narratives, build reputational capital, and effectively communicate their story to key stakeholders, thereby accelerating business growth. The consultancy differentiates itself from traditional models by limiting its client roster to a maximum of five founders at any given time, allowing for deeper strategic engagement and tailored support.
The services offered by ACID include narrative development, messaging strategy, media relations, C-suite advisory, brand management, employer branding, internal communications programs, stakeholder engagement, and crisis management. These services are available on a project basis or through retainers customised to a startup’s specific needs.
ACID’s approach includes integrating with leadership teams, leveraging communications as a strategic function. Through this approach, ACID provides counsel during business-critical initiatives such as expansions, fundraising rounds, and major product launches.
Chester Tan leads ACID as founder and CEO, bringing a decade of experience spanning advertising, brand management, journalism, public relations, and corporate communications.
With his experience working with leaders in fintech, finance, and emerging tech, Tan combines the strategic depth of larger advisory firms with the executional capabilities of experienced startup operators. ACID also plans to collaborate with a network of boutique agencies and senior operatives for specialised client needs.
“Many early-stage founders still think comms is something you invest in after you’ve raised or hit scale. But by then, you’re playing catch-up. Articulating your narrative with intention from the get-go becomes leverage very soon, helping you earn trust with regulators, cultivate your influence in your industry, attract the right partners, and lower your acquisition costs. These accelerate the creation of shareholder value, which is why we believe early-stage founders should bring comms to the table as soon as they’ve nailed product-market fit and begun acquiring users,” Tan commented.
