August 2025 | 9 When it comes to driving results within the marketing landscape, Mad About Marketing believes the best way to do so is to address what it calls the fundamental trinity of marketing effectiveness: people, process, and platform. This forms the basis of an approach that sees management consultancy rigour combined with prolific marketing expertise, allowing these experts to solve those deep yet crucial challenges usually hidden behind the more surface-level issues brands face in marketing capability building. Mad About Marketing’s encompassing approach sees it work with clients from discerning start-ups through to well-established corporations, with this diverse group being united by one common goal: unlocking the full potential of their marketing through the inherent power of strategic transformation. Alongside the firm’s hybrid methodology mentioned above, making all of this possible is a fractional talent model, which sees the team here provide their expertise at a fraction of the cost of a traditional agency. Exploring this further, Jaslyin explained: “We resist the temptation to apply successful strategies from one client to another without first carrying out a thorough analysis of different market conditions, regulatory environments, and organisational capabilities. This bespoke approach, combined with our fractional model’s agility, enables us to deliver enterprise-quality results regardless of a client’s size or budget constraints.” Most recently, this was seen through the firm’s work with Melisa Teo, a famous independent photographer/artist who was born in Singapore and now resides in Paris. Mad About Marketing supported with the marketing of her Two Rivers Exhibition, stretching its own creative and planning capabilities by channelling its limited resources into maximising public visibility and driving the event’s attendance figures. Challenges in executing this project included navigating an array of licensing processes and ensuring engagement with relevant, highprofile stakeholders, including several government officials and country ambassadors. Despite these difficulties, Mad About Marketing delivered its signature brand of integrated marketing support, going beyond traditional promotion to deliver a seamless experience. The excellence demonstrated by the firm on the outside is something that starts from within, seen through a collaborative, empowermentfocused culture that directly influences client outcomes. As well as this, Jaslyin’s own experience working within global multinationals with strong cultures sees her establish strong connections with her team members, mentoring others – especially women – and offering genuine career support, regardless of age. This reflects the firm’s belief in driving community impact, not just profit. Initiatives like this have proven instrumental in Jaslyin building this firm from the ground up since January last year, with this venture marking her transition from independent consulting to being in charge of a formal business entity. Jaslyin has excelled in this task over the last 18 months or so, developing Mad About Marketing into a leading B2B and B2C marketing consultant with an innovation Based in Singapore and Vietnam, Mad About Marketing Consulting is an integrated, full-service marketing consultancy that partners with B2B and B2C C-suites throughout the Asia-Pacific region. Whereas traditional agencies focus exclusively on executing campaigns, this firm serves as a strategic marketing advisory. Recognised as the Best Marketing Consultancy Firm 2025 – South East Asia, we caught up with Jaslyin Qiyu, its founder and managing director, for more on what sets it apart in a highly competitive landscape. Digital Transformation Marketing in the Asia-Pacific Region strategy centred around three pillars: methodology evolution, business model optimisation, and emerging technology integration. A great example of this being put into practice is seen through the firm’s most recent service offering, which concerns AI-adoption maturity assessments and recommendations roadmaps. Essentially, this sees the team help organisations to measure the readiness of their employees (both mentally and skillset-wise) for digital/AI adoption, as well as supporting them in this process by developing ethical frameworks that balance generative AI implementation with human-first strategic thinking. On the back of this, Jaslyin told us: “Our five-year vision includes becoming the definitive authority on sustainable marketing transformation, where operational excellence meets innovative thinking.” This ties into the ultimate goal of Mad About Marketing: to build a consultancy that proves marketing is capable of being both creatively inspiring and operationally robust at the same time. Debunking the common myth that the value of marketing stems from creative aesthetics and event coordination, Mad About Marketing Consultancy sees marketing positioned as a strategic business function leading to measurable outcomes. Whether it is balancing AI with ethical frameworks to ensure success or leveraging its fractional excellence model to prove massive overheads are unnecessary in delivering world-class strategic thinking, this marketing transformation consultant is changing the game. Contact: Jaslyin Qiyu Company: Mad About Marketing Consultancy Web Address: https://www.madaboutmarketingconsulting.com/
RkJQdWJsaXNoZXIy NTY1MjM3