From Local Roots to Regional Force: How We Grew SW Strategies V2.0

By Jose Raymond, Founder and Managing Director

In December 2023, I wrapped up a two-year stint at a regional public relations agency and was just about to return to the way I was operating prior to taking up that role: on my own, relying on freelance support for projects as they come my way. But it turns out, life had other plans for me — better, bigger, brighter plans.

When I first established SW Strategies in September 2016, it followed another short-lived role in a global conglomerate. I had to make a decision: I wasn’t going to rely on anyone for a salary any longer.

Thanks to a few good friends (one of them actually co-ventured and invested into SW Strategies), I took that leap to build something of my own…something that would last.

My goal was simple: be self-reliant, give back to the community, and pursue my passion for football, sports, and public service.

THE HARD TRUTH

It hasn’t been a bed of roses, and if there’s one thing I learned, it’s the bigger you grow, the bigger the challenges.

Running a communications and public affairs firm with talents of diverse personalities and backgrounds scattered across Southeast Asia comes with very unique hurdles.

While we’ve been very fortunate to have had a core of capable and passionate experts, the reality is that not everyone will be able to cope with the pressure and growing demands that come with regional expansion, evolving market trends, and increasing client needs.

For a lean, yet dynamic and driven outfit like ours, we operate on one core principle: TEAMWORK.

TEAMWORK IS EVERYTHING

Without a strong team culture and mindset, we wouldn’t have ever gotten past our first year, let alone expand to six different countries in 18 months.

My hiring strategy is simple: bring in people who would be able to connect and gel with the team. That means no prima donnas (well, maybe just me).

Everyone helps each other. We look for team players who can support their colleagues when it matters most. My colleagues know that I overlook mistakes of some team members, but I do so not out of indifference or frustration, but because I believe in the person behind the error. So if you’re dependable and show up for the team and most especially for yourself—the team and I will have your back.

EMBRACING THE CHAOS

An old friend and a former CEO of mine, Oon Jin Teik, once described me as a “maverick”. He wasn’t wrong.

My life and career trajectory has helped me forge my own path, trying different things at different points in my life. And as a risk taker, I don’t regret changing and experimenting one bit. As someone who has hit rock bottom before, failing and starting over doesn’t scare me anymore.

What keeps me motivated now is the fact that I truly enjoy what I do, whether it’s connecting with our clients, brainstorming innovative communications strategies, managing crisis communications, or exploring the potential of social media and digital communications.

I’m passionate about all of it.

Do I enjoy helping clients? Yes.

Do I love solving communication challenges? Yes.

Do I thrive in a crisis? Yes.

Do I get excited with social media, emerging technologies and digital experimentation? Yes.

LOCAL TO REGIONAL

Reflecting on the past 18 months, I never thought I’d see SW Strategies scale up so quickly from a small consultancy to a growing communications and public affairs consultancy with full-time colleagues across six Southeast Asian countries.

And it wouldn’t have been possible if not for this incredible team of crazy, quirky, creative, driven individuals. Each of them—including those who have moved on to other things—have played a key role in our journey.

We are also grateful to our clients who took a chance on us, and stayed with us over the course of our growth, even as we continue to spread our wings across the region.

Their trust in us fuels our purpose and momentum.

WHAT’S NEXT FOR US?

As we settle in our new headquarters in the heart of the city, I’m focussed on three things:

1. Building a sustainable continuity plan and leadership structure to ensure that SW Strategies continues to grow and thrive apart from me.
2. Creating our own digital assets and content ecosystems so that our brand, voice, values and unique culture can live on beyond our day-to-day work.
3. Keeping the team motivated so they are able to help our clients achieve their objectives.

The road ahead of us may be long and winding.

But if the last few years have taught me anything, it’s that change is the only thing constant, and that growth is never linear.

And that’s the exciting part.

This is just the beginning.