strategic communications
for early-stage disruptors
a new kind of comms agency for a new generation of founders
In a distracted, high-stakes information landscape, we help leaders and companies cut through the noise and connect meaningfully with their stakeholders.
ACID isn’t a traditional comms agency. We operate a fractional model that integrates marketing, strategic comms, brand, and GTM, working with fractional leaders and domain experts to execute across product, brand, messaging, and growth.
the business of perception
Today’s businesses are no longer competing just on product or tech, and consumer behaviour has told us that for years. How someone feels about a CEO or brand has become a key driver in decision-making—perception and reputation determine a business’s long-term viability.
We prepare founders and companies from emerging industries for the big stage by providing clear, strategic counsel on brand building, perception, and reputation management, sharpening their stories with intentionality, honesty, and clarity.
Our Experience
our services
media relations
& press office
narrative development
& messaging strategy
brand & marketing communications
creative production
& design
C-suite advisory
& thought leadership
even ts & speaking engagements
stakeholder engagement
crisis management
employer branding
& internal comms
our formula
proximity
Truly effective communications only happens when comms has its finger on the pulse of the leadership. This is why we act as direct counsel to the C-suite to unlock value.
clarity
In an information landscape littered with rampant misuse of AI and ballooning distrust in corporations and business leaders, we use the art of clarity to turn less into more.
intentionality
We only work with five brands at any given time—we believe the true value of comms lies in deep thinking and strategic output, as opposed to churn work and sweatshop dynamics.
fractional
A set number of hours or days of work in a week where we embed within your company and teams, providing senior comms leadership on defined projects, issues, or business goals.
retainer
Standard monthly retainer with a well-defined scope of work tied to specific business objectives. Typically covers ad-hoc work. Most value-for-money.
project
Typical project-based work with a defined scope and fee. No ad-hoc work covered, and least flexible.
ACID in the media
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SEA startup-focused PR firm launches in Singapore
The timing of ACID’s launch reflects a market need as investors become increasingly selective, requiring startups to articulate their value propositions with greater precision and strategic clarity to secure funding.
The consultancy intends to help startups navigate complex stakeholder environments and build their reputations.
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Strategic comms consultancy ACID launches in Singapore
Founded by Chester Tan, former head of communications of Lendela, ACID aims to fill a gap Tan has observed repeatedly: while communications has become a critical function in larger companies, early-stage founders often overlook its value until it’s too late. Many leadership teams find themselves hitting a wall after pouring millions into marketing or partnerships that don’t deliver, often because they lack a compelling brand story that truly resonates with their audience.
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Move and win roundup: Week of June 16, 2025
Chester Tan has launched ACID, a boutique comms consultancy focusing on helping early-stage startups from emerging industries in Singapore and Southeast Asia. Tan was head of communications at Lendela and also worked at Wachsman for strategic communications of Fintech & Web3 before he founded ACID.
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ACID Launches in Singapore to Work With Early-Stage Startups
ACID, a strategic communications consultancy focused on early-stage startups in Southeast Asia, has launched in Singapore.
Designed for sectors navigating high-stakes multistakeholder environments in fintech and emerging industries — from AI-driven sectors such as enterprise tech and deep tech to cybersecurity and decentralised finance — ACID aims to support lean teams operating in complex, multi-stakeholder environments.
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Strategic Comms Consultancy For Early-Stage Startups Launches In Singapore
“Many founders still think comms is something you invest in after you’ve raised or hit scale. But by then, you’re playing catch-up,” said Chester Tan, founder and CEO at ACID.
“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 founders should bring comms to the table as soon as they’ve nailed product-market fit and begun acquiring users.”
