A Glimpse into the Inception of MINISTRY: Conversations with Min Mei, Growth Director and Partner.

The past few weeks have been interesting. From reconnecting with clients—whether they’re long-standing partners or new faces—to engaging with talents eager to explore and expand, and most importantly, deep dives with our team members at MINISTRY. Throughout these interactions, I’ve fielded numerous questions about our new venture, exchanged perspectives, and gained insights into the intricacies of building and growing an agency. It’s not just about leading a team; it’s about steering a business.

Here are the top 10 questions I’ve encountered from my introspection and speaking to those around me—clients, partners, and our team—about MINISTRY’s inception and vision for the future.

1) Why now?

The first question I often get is a curious one. Given today’s dynamic landscape, starting anew might seem audacious. But my response is simple: “Why not?”
With almost two decades in diverse agency roles across digital, tech, brand, social and PR, I’ve realised I’m a “firestarter“. My passion lies in pioneering new ventures and drawing from past experiences to create something fresh. A mentor once described me as an “architect of change.” It’s a title I wear proudly. Now feels like the right moment for transformation—reimagining agency operations, enhancing our value to clients, and ensuring agencies remain vibrant workplaces.

2) Why the name “MINISTRY”?

Because we are part of the GOVT Group (get it?), but more than that, we share the same ethos. Like any effective government or ministry, we take good care of our people, the work, and clients, all driven by a singular mission: The Betterment of Good.

3) What type of agency are we starting?

This was a challenging question for me. Defining MINISTRY’s identity is an ongoing journey. Kelvin, our Managing Partner, and I know this isn’t just our narrative. It’s a collective story.

The foundation of the agency rests on the following:

  • Collaborating with the right client partners who share our values and vision for accelerating their business growth.
  • Building a team of open and collaborative members who are as invested in this venture as we are.
  • Cultivating an entrepreneurial spirit where aptitude and attitude are valued and allowed to shine.

4) What sets us apart?

Our size is an advantage. We have the autonomy to be agile and flexible, allowing for swift, informed decisions. But we’re not starting from scratch. The building blocks of MINISTRY and the team have been in motion for the last 2-3 years in GOVT. We’re leveraging the strengths of an existing team, clients, and network.

Our unique proposition?

Marrying business consultancy with creative delivery.

We’re recalibrating the role of creativity in business, aiming to be fluent in both realms.

5) What do we have to offer?

Think of us as strategic consultants with the heart and creative storytelling powers of an agency. Our services revolve around three pillars:

  1. Strategic Consulting: From omni-channel consumer journey mapping to lifecycle strategy.
  2. Digital Marketing and Analytics: Covering media strategy, paid search, conversion rate optimisation, CRM, and more.
  3. Creative and Experiences: Spanning social, content, experience design, activations, and platforms.

6) How do we envision growth?

As Growth Director, my perspective on growth transcends mere numbers. It’s about:

  • Strengthening capabilities, not just expanding the team, by focusing on the key talents we need to bring in to stay competitive and relevant.
  • Diversifying client profiles to deepen our expertise to become industry and subject matter experts for our clients.
  • Investing in our people, offering opportunities to dabble in projects to foster skill development.

7) Who’s on our radar?

We’re scouting for talent. Initially, we’re focusing on senior roles to lead our practice groups alongside Kelvin and myself. But we’re also nurturing our current team, prepping them for leadership roles. Beyond that, collaboration is vital, so we’re cultivating a network of partners for their specialised expertise.

8) Our aspirations?

Simplistically – make MINISTRY a great place to work.

At its core, I want MINISTRY to be a haven for creativity and innovation—a place where entrepreneurial spirit thrives, where teams come together to make a mark, and where we collectively redefine the industry.

9) How do we measure success?

I envision success in three waves or phases:

  1. Achieving steady and sustainable growth, building momentum with our clients and team where they look for us and recommend us.
  2. Diversifying our services and portfolio, transitioning from service-oriented to product-driven offerings.
  3. Cultivating the next wave of leaders, ready to elevate MINISTRY to greater heights and possibly take over the reins from Kelvin and myself.

10) What’s the takeaway for our stakeholders – the clients, partners and team?

We’re in the business of people. As we cultivate our unique culture, I hope everyone involved—clients, partners, and team—experiences mutual growth.