Staying ahead is one thing; building something that can keep moving forward without you is another. For Timothy, CEO and Founder of REFORM Group, the real challenge has never been simply keeping pace with a rapidly changing industry, but creating an organisation capable of evolving, learning and leading beyond its founder.
With more than 11 years in the industry, Timothy’s journey began with a fascination with how brands communicate with people. Around seven and a half years ago, that interest evolved into REFORM during the COVID-19 lockdown. The company initially worked closely with property brands seeking digital ways to attract local and international investors when physical marketing channels were severely restricted. As markets reopened, REFORM expanded into content, strategy, creators and a broader integrated marketing model.
REFORM has evolved into an integrated marketing group bringing together strategy, creators, social, media, production, performance marketing and experiential work for brands. Its platform highlights more than 3,923 KOLs, 147 brand partners and 539 campaigns, with work spanning brands including Sun Lolly, Yakult, Jinro and Indomie.
Its evolution has also been recognised by the industry. In 2025, REFORM was a finalist across Digital, Influencer, Mobile Marketing and Best Agency Culture categories, while securing Bronze for Mobile Marketing Agency of the Year. In 2026, the company was again a finalist across Influencer, Mobile Marketing, New Kid on the Block and Best Agency Culture, subsequently winning Gold and Local Hero for Influencer Agency of the Year and Silver for New Kid on the Block.
For Timothy, awards are only one chapter of the story. With about 31 full-time employees, his focus has shifted from personally solving problems to building structures, strengthening the organisation and developing leaders who can carry the company forward. His leadership philosophy centres on three principles: clarity, accountability and developing people. For Timothy, leadership is not about having all the answers; it is about creating clear direction, setting standards, coaching others and empowering them to become capable. “If everyone underneath you remains dependent on you, you may be a strong operator but you haven’t yet built leadership,” he says.
That philosophy was not built overnight. REFORM has experienced difficult periods, including market uncertainty, client shifts, team transitions and opportunities that did not materialise. For him, entrepreneurship is not about having everything go according to plan, but about remaining composed and making good decisions when it does not. He believes persistence becomes especially valuable during moments when the outcome is not immediately visible.
The lessons from those difficult chapters are now informing REFORM’s next move. With active expansion into Singapore and the Philippines, Timothy envisions a recognised Southeast Asian marketing group with strong local leadership in each market and the ability to build its own business.
The company’s expansion is also moving beyond conventional digital marketing through REFORM Pulse, its culture-led experiential arm covering brand launches, pop-ups, media nights, creator events, cultural activations, product experiences, PR moments and live content. The platform brings together experiential strategy, creators, content, production, PR and digital amplification.
That is the paradox behind Timothy’s leadership: the stronger REFORM becomes, the less it should need to depend on him. He is working towards an organisation where that engine can be shared. His five-year ambition is to build REFORM into a recognised Southeast Asian marketing group, with strong local leadership in each market and a business increasingly capable of growing independently of its founder.
