Disrupting the industry: Pat Law’s bold approach to advertising and leadership

In Singapore’s fast-paced advertising industry, Pat Law is a name that commands attention. As the founder of Goodstuph Singapore, she built a social marketing agency before the industry even had a blueprint for it. However, her journey to the top has been far from conventional. When she founded Goodstuph in 2010, she was entering uncharted territory. Today, 15 years later, the agency is a powerhouse in the region.

From a young woman denied a university education to becoming one of the most influential creative directors in the country, Pat’s rise is a story of grit, resilience, and a refusal to conform to outdated leadership norms.

The 41-year-old’s fascination with advertising began when she was only 15, when a late-night KFC commercial during Wimbledon left her mesmerised. That moment planted the seed, but her entry into the industry wasn’t straightforward. The H5N1 bird flu outbreak in 2004 devastated her parents’ duck rice hawker stall business, and her father informed her that university wasn’t an option – his savings were reserved for her younger brother.

At 20, while her peers pursued degrees, Pat was thrown into the real world, working in advertising agencies such as Publicis, Arc Worldwide, TBWA, and Ogilvy. Her early years, though, were marked by condescension and scepticism.

On her first day at a multinational advertising and public relations company, a colleague greeted her with: “Oh, you must be the non-degree holder they were talking about. You’re so lucky they got desperate.”

Those words could have discouraged her, but instead, they fuelled her determination. “I knew I couldn’t change my circumstances, but I could control how hard I worked,” she recalls.

Keeping it real and inclusive

In 2010, Pat took a leap of faith and founded Goodstuph Singapore – a social media agency born out of necessity when her father was diagnosed with a benign brain tumour. With just $10,000, which she loaned from Fly Entertainment founder and CEO Irene Ang, she turned it into a multi-million-dollar enterprise, defying an industry dominated by global conglomerates and male-led agencies.

Her unconventional approach – prioritising authenticity over polished corporate messaging – made Goodstuph a powerhouse. Brands like Nike, Changi Airport, and Singtel trusted her to create campaigns that felt raw, immersive, and culturally relevant. From securing Nike Singapore as her first client in 2010 to executing the Joseph Schooling campaign for Changi Airport, her work has consistently blurred the line between marketing and real-world engagement.

It wasn’t until 2017 that Pat truly witnessed the gender imbalance in advertising. That year, she was named one of Singapore’s Most Influential Creative Directors – one of only two women on a list of 14. “That says a lot about those days, doesn’t it?” she notes.

Instead of lamenting the gap, she built a company that championed talent regardless of gender or sexual orientation. She believes that ideas matter more than bravado, and creative risks are celebrated, not punished.

“Success isn’t just about climbing the ladder, but widening the path for those who come after you,” she explains.

On leadership

For a long time, Pat admired men who interrupted her with their “confidence” in work settings, such as client meetings, judging panels, and discussions. But she has since learnt that true leadership isn’t about being loud and out-talking others – it’s about disarming them with candour and facts.

“My imposter syndrome isn’t a weakness – it means I do twice the homework,” she says.

She also rejects the notion that women must adopt traditionally “masculine” leadership traits to succeed.

“Leadership isn’t about gender – it’s about effectiveness. The best leaders inspire trust, make sharp decisions, and elevate those around them.”

Reflecting on gender equality in advertising, the former Cannes Lions judge admits that there’s still work to do.

“More than a decade ago, I worked on beer ads that objectified women. Back then, no one batted an eye. Today, that wouldn’t make it past the first round of approvals – not because of ‘cancel culture’, but because the industry itself has evolved.”

She also believes in progressive cultural evolution – change that happens organically, not performatively. “The next step? More women in leadership, more diverse voices shaping ideas, and a creative culture that doesn’t need a rulebook to know better.”

When asked what advice she has for women entering male-dominated industries, her response is characteristically sharp: “Be the woman a man can never be.”

To learn more about the 60 women who have shaped Singapore as we know it today, click here.