Exhibiting a knack for staying ahead of the curve

Exhibiting a knack for staying ahead of the curve

CHANGE is the only constant in the advertising and exhibitions industry, and after more than 30 years in the business, Mr Benedict Soh has seen and done it all.

As the chairman of Kingsmen Creatives, Mr Soh, together with co-founder Simon Ong, oversee a "one-stop shop" that deals in the design, project management and production of exhibitions and museums, retail and corporate interiors, research and design projects, and integrated marketing campaigns.

In the last decade, new technology and media platforms have opened up endless advertising, marketing and design possibilities but Mr Soh recalled how it was a different story when he and Mr Ong first started the company.

The two men first met in the 1970s at an advertising agency, where Mr Soh was working as an advertising executive and Mr Ong, a designer.

Mr Soh said back then, Singapore's economy was moving into a new stage of growth and the meetings, incentives, conferences and exhibitions (MICE) sector had just started out.

This gave him an idea to start his own business to meet the growing demand for companies that could provide quality services for the sector.

"I never (followed mainstream practices)... and I saw that there was a market for alternative marketing."

"We (decided to) deal directly with the clients. We do the designing, we do the account servicing and we could make a profit out of it... If you do it well enough... there's plenty of money to be made," said Mr Soh.

Together, the plucky duo set up Kingsmen Creatives, housing their operations in a terrace house in Balestier.

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