Once upon a coffee-fuelled brainstorm, a spark ignited and with it came Buddy, the no-nonsense creative with a gift for telling it like it is. Buddy isn’t your average agency type. Think less stiff suit, more sneakers and swagger; armed with quick wit, sharp instincts, and a heart bigger than their inbox.

Buddy was tired of the marketing world overflowing with fluff and empty metrics. Too many brands looked good but felt hollow, chasing clicks while losing their soul. Buddy knew there had to be a better way; a side where creativity meets courage, where strategy has heart, and where clients feel more like friends than line items.

So Buddy set out to build The Good Side. A place where brands get their sh*t together with a partner who tells the truth, stands in your corner, and creates with intention. Buddy shows up ready to challenge, listen, and make magic with purpose. They’re the friend who sends the perfect meme when you need a laugh, but also isn’t afraid to drop a truth bomb to push you forward.

Buddy’s mantra? “Turning brands into friends (and then we steal your fries).” Whether it’s helping a scrappy startup launch or guiding a legacy brand back to its groove, Buddy brings heart, hustle, and humour, the kind that makes the work meaningful and the journey actually fun.

Today, Buddy and The Good Side (Matty, Adam & Rauf) are flipping the script on traditional agencies, making marketing human again, one brand at a time. Because every brand deserves a creative ally who’s as real, warm, and bold as they are.

And the best part? They’re just getting started.

Questions Is…

ARE YOU READY TO COME OVER TO THE GOOD SIDE?

  • Matty Chong

    FOUNDER & DIRECTOR

    Matty is a creative director and filmmaker with over a decade of experience in the media and creative industry, known for blending bold ideas with sharp execution. He has led campaigns for global brands including ASUS, Westin, Adidas, L’Oréal, and Tag Heuer, creating work that balances creativity, authenticity, and strategic intent. His strength lies in turning complex brand stories into clear, emotionally resonant narratives that connect with real audiences.

    He began his career as a freelance filmmaker and photographer, building his craft from the ground up before moving into creative roles at DDB Group Singapore and Facebook Singapore. In 2019, he founded Hancho Creative Agency, which later evolved and rebranded into The Good Side, a creative house operating across Singapore and Adelaide. Today, Matty leads creative direction and production, ensuring every piece of work is bold, human, and built to drive meaningful growth for the brands he partners with.

  • Adam Tie

    CO -FOUNDER & BUSINESS DEVELOPMENT

    Adam is a writer, poet, and branding strategist who believes great stories should be felt, not forced. As Partner at The Good Side, he leads brand storytelling and copywriting. Shaping voices, narratives, and ideas that sound human and land with impact. His work blends emotional intelligence with strategic clarity, helping brands say what they really mean, well.

    Before The Good Side, Adam founded The Novel Encounter, a boutique literary brand celebrated for its mystery-wrapped books and bespoke poetry experiences. His work has been featured in CNA Lifestyle, The Straits Times, and Esquire, and he’s collaborated with global brands and cultural institutions on campaigns driven by meaning and narrative.

  • Rauf Zulkiflee Soh

    CO-FOUNDER & BRAND LEAD

    Rauf is a multidisciplinary designer and strategist with a sharp eye for brand, visuals, and story. His experience spans both luxury and mass-market worlds, having worked with brands like Estée Lauder Companies, McLaren Automotive, KRUG, Hennessy, Ruinart, Twitch Singapore, and ST Telemedia Global Data Centres. He’s also an adjunct lecturer at LASALLE College of the Arts, shaping the next generation of creative thinkers.

    Before The Good Side, Rauf founded and led High There Studio, a branding and content studio known for helping brands find clarity, confidence, and direction from lifestyle labels to government agencies. At The Good Side, he leads brand strategy and visual direction, making sure every project is clear, purposeful, and grounded in authentic storytelling.