Daniel Woodroof's Mont Chiara office was empty when we visited on a Monday in early December.
The small space that houses Woodroof's digital marketing consultancy, Pandan Social, looks more like a university lab than a thriving agency. Because the desks are arranged in an open concept, it is impossible to tell which desk is yours and which is his unless his desk is wrapped in wrapping paper.
“It was a gag for my birthday,” the 27-year-old explained.
“They all surprised me by coming to work dressed exactly like me, in linen shirts and all.”
Daniel Woodroof, a familiar face on TV, is also a former racing driver and has experience behind the wheel of a formula racing car. It's still something very close to his heart.
When asked how the racer and TV presenter ended up starting a digital marketing agency, Woodroof said it all happened “purely by chance.”
Working on a project in the US a few years ago, he was appointed de facto head of social media at a young age, but said it came naturally at first. But after two years of having to travel back and forth between Malaysia and the United States every few months, the job began to take its toll on him.
“I told them, 'If you give me the budget for one American staff member, I'll send a team of people to Malaysia. So we used that money to make our first few hires.' Woodroof said.
It's a cliché that it's cheaper to hire Asians than Westerners, but Woodroof says that's only half the equation, saying Malaysians are some of the most skilled workforce in the region. , he said, is not far behind neighboring Singapore. It costs three times as much.
Along with Brandon Lee, a close friend from his racing days, Pandan Social burst onto the scene in 2018 and has now grown into a thriving company employing over 10 people.
Named after an ingredient commonly used in Asian cuisine in the region, the dish hints at a broader appeal rather than focusing solely on Malaysia. Plus, it's a name that's easy for people in the West to pronounce, Woodroof said.
“So we have everything we need to be successful,” he said.
But even if you set all the pieces right, success isn't easy, especially in a cutthroat, competitive, and saturated market like a digital marketing consulting firm.
Woodroof said the cost advantages that allow companies to grow in Malaysia can also be a drag on business as everyone competes to see who can provide more services for less. .
“We tried to play a game of cost leadership, trying to be the cheapest thing in the room. That doesn't work,” he said.
Everyone has an iPhone, everyone knows how to use Canva and calls themselves an expert, so it's just a race to the bottom.
Aside from its unique name, what sets Pandan Social apart is Woodroof's emphasis on versatility, a one-stop solution to meet client needs. This was a platform for building strong relationships with clients and ultimately gave his small team an equal footing. We have been working with the largest distributor in Southeast Asia for many years.
“Relationships are very important,” he stressed. “It reflects the level of service we can provide and that’s why people support us.”
Evidence of his success is the recent acquisition of five-year-old Pandan Social by award-winning PR firm Ruder Finn in October.
Now that Woodroof has access to a larger network and the opportunity to work on more projects through the acquisition, we are determined to keep the culture, work ethic and trust we have built over the years intact for future growth. It is working.
Recruiting is key to this, something Woodroof continues to work on with his partner Lee.
“We don't outsource that part of the company to other people,” he says, adding that Pandan Social's vibrant culture is one of the key things Ruder Finn found in them. he added.
In fostering and maintaining this culture, Woodroof said, if someone is “mildly toxic” or doesn't contribute to the environment through their own efforts, that means an immediate termination of business. Stated.
“Culture comes first for us,” he stressed.
This emphasis on culture seems to be working so well that Pandan Social continues to have people coming back for internships and former employees for lunch and drinks even after they've left the company.
“Not today,” he said. “Everyone will be working from home on Monday.”
This article was first published on The Peak Malaysia.
