Blue Totem

BACKGROUND

I am the Senior Director of International Marketing & Singapore Country Manager of General Assembly

General Assembly is an upskilling and reskilling company.

OPPORTUNITY / CHALLENGE

• Build awareness of General Assembly among learners, employers and industry stakeholders in Singapore.
• Position General Assembly as a leading authority on technology skills, workforce transformation and career development.
• Raise the profile of General Assembly's leadership team through strategic media engagement and thought leadership.
• Support course launches, research findings and seasonal campaigns through integrated communications programmes.

SOLUTION

Online Search

• High ratings
• Great culture fit

2-5 Employees

Blue Totem was General Assembly's communications partner in Singapore from 2022 to 2025, supporting the organisation's visibility, thought leadership and brand positioning among learners, employers and industry stakeholders. The engagement focused on strengthening General Assembly's reputation as a leader in technology education, workforce transformation and career development. Working closely with General Assembly's leadership team, Blue Totem developed and executed strategic communications programmes that elevated both the organisation and its spokespeople. This included securing media interviews, commentary opportunities and thought leadership placements, as well as developing bylined articles, key messages and press materials. The agency supported a wide range of communications initiatives, including course launches, industry research announcements, seasonal marketing campaigns and leadership transitions. Blue Totem also managed media engagement around proprietary workforce and skills insights, helping position General Assembly as a trusted voice on emerging career and talent trends. In addition to earned media programmes, Blue Totem developed content assets and executed influencer engagement campaigns to support promotional initiatives and audience engagement. Through sustained media relations and thought leadership efforts, the agency helped secure significant visibility across Singapore's leading business, mainstream and broadcast media outlets.

RESULTS & FEEDBACK

Close to 650 newswire pickups across three major announcements in 2025.

Secured 242 pieces of earned media coverage between December 2022 and January 2026, including 103 editorial features and 22 broadcast placements.

Raised the profile of General Assembly's leaders through interviews, commentary opportunities and thought leadership placements.

Strengthened General Assembly's visibility as a leading provider of technology and career-focused education in Singapore.

Achieved coverage in leading Singapore media outlets including The Straits Times, CNA, CNA938, MONEY FM 89.3, The Edge and Singapore Business Review.

They delivered items on time and were always very responsive to our needs. They were adabtable with the changes that would happen in strategy and great with coming up with new ideas. 

Virtual Meeting

Blue Totem was a true team player. They had a lot of clients but they treated everyone with priority and stepped in to even help when things were outside their normal scope of work. 

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BACKGROUND

Introduce your business and what you do there.

I'm the head of marketing for Pet Lovers Centre, a leading Southeast Asian retailer offering a wide range of pet care products and services through over 140 stores across the region.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Blue Totem?

We needed to announce a new business partnership and strengthen our position as a one-stop pet care brand. We also wanted to raise our corporate profile in Singapore through media interviews and thought leadership.

SOLUTION

What was the scope of their involvement?

Blue Totem provided project-based PR support. The work covered three areas. First, announcing a new business partnership: they researched the brand story, developed the press release and media materials, and ran media outreach and follow-ups. Second, content development: they wrote marketing and brand copy. Third, media relations: they pitched and coordinated interviews with English and Chinese-language media, prepared briefing notes, drafted responses to media queries for management review, and monitored coverage.

What is the team composition?

We worked with 2–5 teammates from Blue Totem.

How did you come to work with Blue Totem?

They were referred to me.

What is the status of this engagement?

We worked together from June 2022 to December 2022.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

We secured coverage in leading English and Chinese-language business and news media, including The Business Times.

How did Blue Totem perform from a project management standpoint?

They delivered on time. We communicated via in-person meetings, email, and messages.

What did you find most impressive about them?

We were impressed by their timely delivery and professionalism.

Are there any areas they could improve?

We were happy with their work.