Adrian Sng, Founder
Creating successful trade events, enabling business connections and learning, and scaling these event platforms to serve the global industry has been Adrian’s calling for over 20 years. Through his previous stints with leading trade show organisers SingEx, Koelnmesse and Deutsche Messe AG, his corporate roles have had him start subsidiaries, conduct acquisitions and lead companies and business units across multiple offices across Asia Pacific. As an organiser, he has organised large scale trade exhibitions, conferences and festivals in Thailand, Singapore, India, Indonesia, Korea, Japan, China and its Special Administrative Regions of Macao and Hong Kong.
His earlier exposure to sales, business development, marketing, operations, and eventually leading projects accorded him the opportunity to view events, their inner workings and their key success and failure factors. Now as a senior leader, his early experience has lent insurmountable value. Strategies drawn, plans executed and decisions made, are based on the breadth and depth of knowledge that he has amassed over the years. He builds global award-winning trade events with strong foundations whose branding and relevance remain steadfast beyond his tenure. During his earlier and illustrious years at Koelnmesse, there is the International Dental Exhibition & Meeting (IDEM) and SIGGRAPH Asia. More recently at SingEx Exhibitions, he has added the highly profiled Singapore Fintech Festival to his award-winning event repertoire.
Key to Adrian’s DNA is his constant pursuit of innovation and improvement to business models, systems, processes and formats to better serve and meet the needs of end customers. More recently, he piloted Artificial Intelligence (AI) powered VOD streaming tools and prototyped a digital event platform to deepen attendee engagement, drive learning, trade and networking, with the intent to increase the economic impact of these events and increase monetisation and possibilities for event organisers.
A believer in continuous learning for his staff, he leads by example; having graduated with an Executive MBA from NUS and is a voracious reader and keen learner.
Some of our Experts
We work with a network of top-tier consultants and guarantee a hands-on team with industry-specific knowledge. Here are some of our experts who work with us on a regular basis.
Michael Dreyer, CEO, Fair Relations GmbH
In previous roles, Michael had set up the Asia Pacific business for Deutsche Messe AG, Hannover, Germany, and more recently he was holding the position as Group Vice President Asia Pacific for Koelnmesse. In this function, he set up, managed and grew Koelnmesse's entire network of companies and events in Asia Pacific.
Now based in Europe, Michael is the CEO of FAIR RELATIONS GmbH. This boutique consultancy company was set up in 2001 and offers strategic advisory services, as well as dedicated M&A support, both in Asia and in Europe. Michael had acquired FAIR RELATIONS in early 2019, allowing him to tap into a large international client base of exhibition organisers and related service companies. Michael has worked with private equity firms on acquisition and transition projects and advised large corporations as well as SMEs regarding their international expansion in the MICE sector.
His company is also an active member of the leading Associations of the Industry, UFI – The Global Association of the Exhibition Industry.
Patrice Choong, Director, School of InfoComm Technology, Ngee Ann Polytechnic
Patrice was the founding director of The Sandbox, the Innovation and Entrepreneurship office of Ngee Ann Polytechnic. At The Sandbox, Patrice kickstarted several initiatives to promote innovation and entrepreneurship among students and alumni as well as corporates.
Some of these initiatives include:
Corporate Innovation Projects with clients in MICE, F&B and Healthcare such as McDonalds, SingEx, Changi Hospital Group to name a few.
Global Entrepreneurial Internship Programme(GEIP) which sends students to intern in startups located in 10 key entrepreneurial cities of the world. GEIP is now part of the Global Innovation Alliance’s Innovators Academy and is now partially funded by GIA. (www.geip.sg)
Pollinate, a Joint Polytechnic Incubator, co-funded by National Research Foundation, with over 20 startup incubatees. (www.pollinate.space)
Makers Academy which aim to raise the level of rapid prototyping skills in students from any discipline.
Patrice graduated with a B.Eng (Computer Engineering), a Masters in Computer Science from the National University of Singapore, and a Masters in Education from the University of Adelaide. He currently serves as the Director of the School of InfoComm Technology.