Marketing Featured APAC

Australian consultancy BeingIconic opens in Asia, names Jack Lim as principal 

Singapore – BeingIconic, an Australian consultancy centred around strategic marketing, commercial and operational expertise–is opening in Asia with backing from Singapore-based Avyan Holdings. It has also appointed Jack Lim as its principal for BeingIconic’s Asia operations based in Singapore.

Lim was previously the partner and chief growth officer at Avyan Global and former chief commercial and partnerships officer at ONE Championship and chief commercial officer at Mediacorp.

Following successful collaborations with over 50 scale-ups in Australia, BeingIconic has closed a pre-seed friends and family capital raise to expand operations in Asia and the UK, build out strategy and client services teams as well as investing in marketing and business development.

BeingIconic supports companies to scale outside of existing internal capabilities through flexible delivery of strategic marketing, network expansion, commercial and operational expertise. It has closed a A$1m pre-seed round with investment from Avyan Holdings, founded by former Havas chairman and CEO for South East Asia, Japan and Korea, Vishnu Mohan.

Peter Brocklebank, partner and managing director at BeingIconic said, “Since launching two years ago, we have taken a deliberate and staged approach to validate the proposition to ensure it delivers for companies ready for their scale-up journey. Scale-ups typically don’t fail because they don’t have a good product, they fail because they only have a great product. BeingIconic brings deep insights, expertise and networks to fuel the next phase of growth by becoming an integral part of their teams through expert guidance across marketing, operations and finance functions.”

Meanwhile, Ian Bell, partner and chief innovation officer at BeingIconic, commented, “There are significant opportunities to take the product and service innovations of Asian businesses and expand them out to new markets. BeingIconic’s mission is to grow these entrepreneurial scale-ups beyond their internal potential, be a trusted partner and help them realise their ambitions. The founders  together with our new shareholders are experienced in doing just that and now we are bringing this combined experience, and that of our wider team to scale-ups in Asia.”