Equal Strategy is recognised as the best scent marketing and music styling company in Singapore and Asia for luxury brands.

We see a world where brands are delivered in a truly holistic fashion enhancing the way they are experienced by their customers.

With a twenty-year track record working with luxury and aspirational brands across Asia, we enable brands to connect with their customers on an emotional level, using a bespoke integration of scent and music, based upon decades of scientific behavioral research and applied in a brand context.

The experiences we curate, form an intangible competitive advantage that competitors can not mimic, while increasing guest preference, loyalty and brand equity with clear and measurable results.

Media Coverage

Recognised by International media and affluent lifestyle publications, Equal Strategy has been the showcased globally by BBC, CNBC, The Telegraph, Channel News Asia, Business Times, Robb Report, The Peak, South China Post, Straits Times, and the forward thinking business platform, TEDx.

We are very pleased with the way the music, messaging and specially formulated New Balance ‘aroma’ integrate within the built three dimensional aspect of the New Balance Experience store. We wanted to create a brand experience that is totally reflective of the brand essence, and as such, this has to go beyond what you see and encompass all of the human senses.


Bob Neville, Global Design Director

We only wanted to be associated with the very best in each field. I can only recommend Equal Strategy to any Hotelier who is looking for quality and service delivery.”

Marina Bay Sands

Alessandro A. Cabella, General Manager

‘If you are looking for a company that is ultimately committed and passionate about what he brings to the table, and who will embrace your brand as it were his own, it will be difficult to find a better business partner..’

Pan Pacific Hotel Group

Mark Fancourt, Vice President