Pat Law, who started her social media agency, Goodstuph, in Singapore in 2010, has developed a reputation for being unconventional. She has cropped hair, tattoos and funky glasses, and is openly gay — all of which help her stand out in this prosperous but socially conservative city. “I will piss a person off within the first five minutes of meeting them,” said Ms. Law, with more than a hint of pride.
From a business standpoint, the tough persona seems to work for Ms. Law. Her nine-employee firm has won industry awards for its quirky, sometimes edgy, social-media campaigns, and is on track to make 10 million Singapore dollars (about $8 million) in annual revenue in the next two years. Clients include Sony, Sephora, Electrolux and BMW’s Mini. “We are not good at wining and dining,” she said. “We don’t know how to treat clients like they’re God. But we deliver on the work.”