Mandy Pao on Her Purpose Driven Agency, EQ International
Hong Kong/ Venture/ Profiles

Elevator Pitch: Mandy Pao, Founder of Eloquence International Agency

Elevator Pitch Mandy Pao 2

In a world where industry competitors flock to social media to promote their products and services, social media platforms have grown oversaturated with droves of constant advertising. As a result, target markets are struggling to keep up – suffering from a strain of what some would call: ‘social media fatigue’.

According to HKTDC Research, Hong Kong’s advertising expenditure on digital and social media grew by 7% and 8%, respectively – making marketing a highly competitive and lucrative industry. The attention war is more callous and cut-throat than ever, driving marketing initiatives to innovate in order to capture attention, create value, and spotlight purposeful brands that resonate with their target audience.

A recent report by Korn Ferry adds another layer to the marketing conversation, citing consumers’ increased alertness and aversion towards ‘purpose-washing’ (an attempt to mislead or overrepresent their brand as purpose-driven).

For Mandy, founder of Eloquence (EQ) International, this was exactly the kind of change she wanted to see. With her long-time background in marketing and branding, she wanted to uplift purposeful brands and businesses and put them under the limelight – no matter how big or small.

In lending a helping hand and building a conscientious consumer audience, Eloquence (EQ) International brings brands built on social responsibility to the forefront. The Beat Asia spoke to Mandy about starting her venture, how she was inspired to start the brand, and what she’s learned along the way.

Mandy Pao on Her Purpose Driven Agency, EQ International 1

What’s your ‘backstory’? What led you to this particular career path?

About a decade ago, I used to work in PR marketing for luxury brands and had the opportunity to produce big movie premieres [for movies] like ‘Kung Fu Panda’ and the ‘Transformers’ Red Carpet alongside the Hollywood team. By the age of 24, I had achieved what many would consider a great success. But despite all the glitz and glamour, I couldn't find the fulfilment I was looking for. And I often found myself feeling empty and ashamed of being surrounded by emptiness.

It took me a while to realize that I wasn't happy because I was doing something that did not align with my core values. I didn't feel like I was making a real difference or connecting with people in a meaningful way. Over time, I discovered how to integrate my core values into my work. I learned that true fulfilment comes from doing what you love, not being afraid to try new things and take risks - even if it means failing along the way. 

Slowly I discovered that I enjoyed connecting with people one-on-one and helping small brands find their purposes and create a business that aligns with them. This motivated me to start my own purpose-driven creative agency Eloquence (EQ) International to help small businesses with big hearts.

Mandy Pao on Her Purpose Driven Agency, EQ International 2

What pain point is Eloquence out to solve in the marketing industry?

I'm extending my reach to coach and guide more entrepreneurs in creating a life and work they love and aligning it with their core values. I believe that creating a successful brand should be about more than just making money. Instead, it should be a tool for designing the life you truly desire and serves as a vehicle for your personal growth and fulfilment.

With my expertise in branding and marketing, I help entrepreneurs create brands that align with their life purpose and values. My unique approach is grounded and intimate, as I work closely with my clients to uncover their true passions and create a brand that reflects their unique values and purpose. Entrepreneurship can be a powerful force for positive change in the world, and I'm passionate about helping others create businesses that are both fulfilling and profitable.

Mandy Pao on Her Purpose Driven Agency, EQ International 3

Who have been some of your biggest inspirations or mentors? Can you share a time when they made an impact or helped you with the direction of the brand?  

Eckhart Tolle has been my greatest source of inspiration, particularly through his book "The Power of Now" and his emphasis on the practice of meditation and being present.

His teachings have helped me realize that we often get caught up chasing the next thing, forgetting to enjoy the present moment. We've become conditioned to constantly want more, to do more, and in the process, we forget about the journey right in front of us.

After 10 years of non-stop work, I hit a major burnout last year. It was the first time I allowed myself to take time off without feeling guilty. It was during this time that I stumbled upon Tolle's teachings, and they inspired me in a way that made me reflect on my definition of success and allow myself to come back to the body. I realized that success, to me, is about having a work-life balance while also giving back to the people I care for.

Mandy Pao on Her Purpose Driven Agency, EQ International 4

Can you share three best pieces of advice that you’ve collected throughout your time in this industry or career, and why they matter to you.  

1. Set your own standard and redefine what success truly means to you. 

2. Find something you truly love doing that aligns with your core values.

3. If you don't enjoy what you are currently doing, you won't go far - think marathon, not sprint.

Mandy Pao on Her Purpose Driven Agency, EQ International 5

How are you going to shake things up next?

Through my coaching and speaking experience in the past, I realized not everyone can afford the price of my programs and offerings. This realization hit me hard when I met a few young entrepreneurs struggling to make ends meet.

Therefore, I am launching an intimate group coaching program "The Aligned Entrepreneur - CrashCourse" a 6-month course on purpose-driven brand building for just six participants. Each month we have different topics where we will go through step-by-step on how to create a purpose-driven brand through; Strategy, Branding and Marketing, while aligning with one's core values and purpose.

The program will offer intimate group coaching, community support, and a chance to connect with like-minded individuals and industry leaders.

Keep up with Eloquence International here or on Instagram. Stay in touch with Mandy through her personal Instagram.

Enjoyed this article? Check out our previous Elevator Pitch profiles here.

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