Who We Are

We are a collective of top-notch content marketing professionals dedicated to the art of brand storytelling.

We are made up of writers, editors, graphic designers, animators, videographers, PR experts and digital strategists. Most of the team is based in Singapore.

Our clients tend to have an Asia Pacific remit and they appreciate our capability to support them across the region.

We’ve filmed corporate videos in Pakistan and Cambodia, coached executives in Thailand and Bangladesh, interviewed customers in the Philippines and Vietnam, amplified stories in Myanmar and created employee content for workers in Australia and the Middle East.

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We named ourselves after a journalistic term as an inside joke. The lede is the opening of a news story and its only job is to entice the reader to read the full story. We, too, have one job—to create content that not only grabs attention but also compels action.