Benny Yap and Jae Tan are not just co-founders of TGFX Agency; they are a powerhouse duo transforming businesses through innovative branding and marketing.

Benny Yap, a seasoned entrepreneur, is renowned for his outstanding achievements in the marketing and advertising industry. His expertise encompasses advertising, branding, illustration, and ideation. Benny Yap’s leadership and artistic vision play a pivotal role in shaping TGFX’s distinctive approach to branding and marketing, driving its success.

Jae Tan is a dedicated and results-driven entrepreneur with over a decade of experience in branding, web development, and video production. Under his strategic guidance and leadership, Jae has propelled TGFX to unprecedented success.

In an exclusive interview with Asian Hustle Network, Benny and Jae share their journey, challenges, and insights, offering a glimpse into the dynamic partnership driving TGFX. Read on to discover how they are transforming brands and making a lasting impact on the marketing industry.

EARLY CAREER AND THE BIRTH OF TGFX

Benny Yap and Jae Tan both studied graphic design and advertising and initially met through a design project. This collaboration not only brought them together as best friends but also sparked the idea of starting a business together. They realized that by combining their forces—their creativity and design skills—they could tackle the business world more effectively as a team. This shared vision and partnership led them to start TGFX.

OVERCOMING INITIAL CHALLENGES

Benny and Jae faced significant challenges when starting TGFX, especially during the COVID period. One of the biggest hurdles was adapting their business model. Initially, they focused on one-off jobs, but they soon realized the need for stability and consistent cash flow.

They decided to pivot to a retainer basis, particularly in social media marketing. This shift not only helped them navigate through a difficult time but also allowed them to build stronger, long-term relationships with their clients.

DYNAMIC PARTNERSHIP

As co-founders, Benny and Jae complement each other perfectly in running TGFX. Benny, previously from BBDO Advertising agency, brings a wealth of creativity and innovative ideas, driving the creative direction and ensuring the campaigns are cutting-edge, Meanwhile, Jae excels in managing operations and strategic planning, providing a solid foundation for the business. This dynamic allows them to leverage their individual strengths, resulting in a well-balanced and effective partnership.

TGFX’S MISSION AND CORE VALUES

TGFX’s mission is to help businesses across Australia succeed and thrive. Their core values include providing world-class services and being recognized as one of the best and most innovative agencies in Australia. They emphasize treating clients like family and growing alongside them, fostering strong, long-term relationships built on trust and mutual success. 

INDUSTRY-SPECIFIC CHALLENGES

Having worked with numerous businesses across various industries, TGFX encounters several industry-specific challenges. Key issues include maintaining brand consistency, attracting the right customers, and building a loyal customer base.

TGFX addresses these challenges by tackling each core issue one day at a time and maintaining consistency in everything they do for the brand. This methodical and dedicated approach helps their clients overcome obstacles and achieve long-term success.

IMPACT ON THE ASIAN COMMUNITY

As entrepreneurs with roots in the Asian community, Benny and Jae see TGFX Agency as having a significant impact and contribution to this community. With 80% of their clientele being Asian-owned businesses, TGFX Agency is dedicated to helping the Asian business community in Australia thrive. By providing tailored branding and marketing strategies, they support these businesses in achieving success and growth.

ADVICE FOR ASPIRING ENTREPRENEURS

Benny and Jae emphasize the importance of adding value to the marketplace. Aspiring entrepreneurs should understand their consumers’ needs and preferences thoroughly, conduct extensive market research, and stay attuned to industry trends and client feedback.

“Persistence is key—never give up, even when faced with challenges. Building a successful agency requires resilience, continuous learning, and an unwavering commitment to delivering exceptional service and results. In addition to that, our team is the cornerstone of our success. Without their dedication and hard work, we wouldn’t have achieved our current position. Each member plays a crucial role in our accomplishments, bringing unique skills and perspectives that drive our progress forward. We are deeply grateful for their commitment and contribution to our shared goals. Together, we continue to grow and thrive, thanks to their invaluable efforts,” Benny and Jae shared.

FUTURE VISION AND GOALS

TGFX Agency continually strives to expand into new areas across Australia and different industries, aiming to deliver data-driven results to businesses in need of growth. They are also committed to expanding their Malaysia agency, bringing on new businesses, and growing the team there.

Benny and Jae are excited about the future and look forward to furthering their impact on businesses both locally and internationally. Their advice to others is to stay focused, and consistent, and always strive to add value. Understand your customers’ needs and don’t shy away from innovation.

CONNECT WITH TGFX

Website: tgfx.com.au

Instagram: @tgfx.agency