Scaling international telecoms marketing for SG.GS

The client 

SG.GS is a Singapore-based independent network carrier that has carved out a unique position in a landscape dominated by shareholder-owned internationals. Founded in 2001 by Heng Chai Tan, the business evolved from its roots as a hosting provider into a major global operator, providing mission-critical connectivity to some of the most network-dependent companies on the planet. But despite its technical prowess, SG.GS remained a best-kept secret outside the APAC region. As the company looked toward aggressive expansion into Western markets, it recognised the need for a strategic partner to build its reputation as the go-to gateway for businesses navigating the complex, nuanced markets of Asia-Pacific.

The brief 

Grammatik was initially approached to establish telecoms marketing that would position the SG.GS brand identity within EMEA. However, as the partnership matured over a year-long engagement, our remit expanded. We were tasked with architecting a comprehensive global communications framework that would bed the business into North America and Australia as well. This required a multifaceted approach encompassing high-level PR coverage, technical marketing content, and a robust crisis management strategy designed to protect the brand’s integrity during its most sensitive phase of growth.

The strategy

We began our telecoms marketing strategy by defining the core USPs that set SG.GS apart from the telco giants, distilling its 25-year heritage into three strategic messaging pillars: customer-centricity, failover resilience, and localised reliability. To ensure consistency across all touchpoints, we integrated these pillars into every piece of outbound communication, from owned digital channels to earned media placements.

Recognising that SG.GS was an unknown entity in the global market despite its local prestige, we focused on cultivating deep relationships with key industry media. This rapport-building was essential for landing high-impact coverage around major milestones, including the company’s 25th anniversary and its simultaneous infrastructure expansions in the USA and Australia.

The results

Grammatik’s strategic value was proven almost immediately during the onboarding phase. When a misattributed data centre fire led to a spate of inaccurate regional reporting, we executed a 24-hour crisis management operation to protect SG.GS’ reputation. By maintaining a constant line of communication with editors and issuing rapid corrections, we ensured the connection to SG.GS was removed entirely, neutralising a potential PR disaster before it could impact the expansion.

Beyond reputation protection, we secured the company’s first-ever award wins at The Fast Mode Awards 2025, which directly translated into prestigious speaking opportunities at industry events.

Our management of the North American and Australian PR launches secured widespread reporting across the globe, establishing a powerful platform for future growth. By the close of 2025, SG.GS had successfully transitioned from a regional specialist to a global contender, with a clear value proposition circulating across the world’s most influential telecoms markets.

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