Rebel & Soul

What Rebel & Soul does

Rebel & Soul is a Singapore-headquartered, independent experiential and event marketing agency that designs brand experiences using a proprietary neuroscience methodology called INVOLVE®. Founded in 2014 and operating with 11-50 employees, the agency structures creative and strategic decisions around seven memory-formation principles (Intrigue, Novelty, Vivid, Organised, Lively, Variety, Emotion) executed across 38 touchpoints, validated through studies using EEG, GSR, iris tracking, and facial coding. Every concept is scored against an algorithmic INVOLVE® score intended to predict memorability before production budgets are committed. Adjacent productized assets include the world-first 360° throwable camera (developed in 2015 for Heineken), the Smart Table meeting software, and an Experience Hunting service offering access to exclusive luxury experiences in partnership with Quintessentially.

The agency serves enterprise clients across luxury and premium brands, financial services, spirits and beverage, and automotive verticals. Documented client engagements include HSBC, Mastercard, Diageo, Visa, Heineken, The Macallan, JLL, Jaguar Land Rover, McLaren, Chanel, Sephora, LIV Golf, Prudential, and RHB Bank, with multi-market rollouts extending across Asia Pacific (Singapore, China, Malaysia, Vietnam, the Philippines, India, Taiwan) and into the UK and Netherlands through offices in Falmouth and Amsterdam. Reported outcomes include a 52% increase in brand recall at one month and client ROI claims of up to 79.5x per dollar invested, alongside quantified earned PR value (e.g., $4.1M for The Macallan; $8.49M for HSBC Visa launch).

The business model is professional services, B2B, with custom project-based pricing initiated through a discovery call, bespoke proposal development, and multi-year contract engagements with repeat enterprise clients. Go-to-market combines direct enterprise sales with content-led demand generation via Rebel Radar trend reports, downloadable white papers, and case studies, supplemented by an active social presence and an industry-awards positioning strategy. The company has accumulated regional industry recognition including multiple Gold and Silver awards at the Marketing Event Awards (2024) and the South East Asia Event Marketing Awards (2025). No external funding rounds, parent entity, or institutional investor relationships are disclosed.

Name

Rebel & Soul

Legal name

Rebel and Soul Pte Ltd

Website

https://rebelandsoul.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Rebel & Soul is a Singapore-based, independent experiential and event marketing agency that uses its proprietary INVOLVE® neuroscience framework to design memorable brand experiences for enterprise clients in luxury, financial services, spirits, and automotive across Asia Pacific, the UK, and Europe.

Ownership category

akta.pro rank

Product category

Experiential Marketing Services

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Brand Activations & Experiential Campaign Design (MPAAAGAA)

akta.pro secondary industry

Activation/Experiential Creative Agencies (MPAAAAAO)

Keywords

• Experiential marketing
• Event marketing agency
• Brand activations
• Neuroexperience design
• Corporate event production

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Experiential Marketing Services: Full-service experiential and event marketing agency delivering scientifically crafted brand experiences. Revenue generated through project fees for brand activations, product launches, corporate events, and experiential campaigns across live, hybrid and digital formats.
2. Strategy and Consulting: Brand experience strategy, neuromarketing consultation, and memorability scoring services. Includes market research, competitor analysis, brand discovery, and campaign analysis.
3. Creative and Production Services: Creative concepts, branded content, 2D/3D design, animation, production and AV integration for events and experiences.

Pricing tiers

Go-to-market motion3 records

Distribution channels1 record

Marketing channels9 records

Core offering

Rebel & Soul is an experiential and event marketing agency that designs and delivers brand activations, product launches, corporate events, and hybrid/digital experiences using its proprietary INVOLVE® neuroscience framework. The agency applies cognitive neuroscience principles — across 38 touchpoints and seven memory-making principles — to engineer brand experiences that maximize memorability and ROI for enterprise clients in luxury, financial services, spirits, and automotive sectors.

Product overview

Rebel & Soul is The Neuroexperience Agency — a multi-award-winning experiential and event marketing agency headquartered in Singapore. Their core offering is the proprietary INVOLVE® neuroscience framework, a seven-principle, 38-touchpoint methodology designed to engineer brand experiences for memorability. The company supports this methodology with proprietary products including the 360° Throwable Camera for immersive event capture and the Smart Table for neuro-informed meeting experiences. Additional offerings include Experience Hunting (exclusive experiences) and a content library of whitepapers and trend reports (Rebel Radar series) covering visual trends, sustainability, food & beverage, technology, and luxury events. All services are delivered across Asia Pacific and beyond, spanning live, hybrid, and digital formats.

Differentiator

Problem solved

Functional benefit

Brands

• INVOLVE®: Rebel & Soul's proprietary neuroscience methodology for designing more memorable brand experiences, built around seven principles of memory formation.
• Neuroexperience
• INVOLVE® Framework

Products and services

• INVOLVE® Framework Proprietary neuroscience methodology for designing memorable brand experiences, applying seven principles of memory formation (Intrigue, Novelty, Vivid, Organised, Lively, Variety, Emotion) across 38 touchpoints with algorithmic scoring to predict recall before production.
• 360° Throwable Camera World-first 360-degree throwable camera designed to capture immersive event experiences from all angles while encouraging audience interaction.
• Smart Table

Quantifiable outcome

• 52% increase in brand recall at one month
• +3 more outcomes

Named customers14 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Quintessentially Lifestyle ManagementcoreStrategic or Co-development PartnerPartnership for Experience Hunting service, providing access to exclusive 'money-can't-buy' experiences including dinners on icebergs, celebrity encounters, and round-the-world trips. Quintessentially is a luxury lifestyle management company enabling Rebel & Soul to offer ultra-premium experiences to clients.
• Untitled ProjectcoreTechnology or IntegrationTechnology partner that built the four Sonic Droids (interactive robots with unique 'touch' features of temperature, pressure, static and texture) for Heineken Touch The Music campaign across 21 events in 19 cities.
• Proud Robinson (London)minorStrategic or Co-development PartnerLondon-based partner for Mortlach Casks of Distinction Twelfth Cask launch event, providing event design and execution support for the ultra-luxury whisky reveal.
• Mandala ClubcoreStrategic or Co-development PartnerStrategic partnership with Mandala Club for ticketing and venue for Johnnie Walker Blue Label Depth of Blue experience, hosting over 100 one-hour immersive sessions and 2 VIP days.
• TatlercoreGTM or Marketing PartnerMedia and KOL partnership for Johnnie Walker Blue Label Depth of Blue campaign, leveraging Tatler's audience for media and influencer engagement.
• AMEX CenturioncoreChannel Partner/ Reseller/ DistributorPartnership with American Express Centurion to bring top-tier private clients to the Port Ellen Gemini Asia launch event, targeting ultra-high-net-worth collectors.
• Citi UltimacoreChannel Partner/ Reseller/ DistributorPartnership with Citi Ultima to bring top-tier private clients to the Port Ellen Gemini Asia launch event, targeting ultra-high-net-worth collectors.
• Raffles Hotel SingaporecoreStrategic or Co-development PartnerStrategic partnership with iconic Raffles Hotel Singapore for The Macallan Experience retail activation, featuring eight luxury learning story zones over six months.
• Marquee Nightclub MBSminorStrategic or Co-development PartnerVenue partnership for Johnnie Walker Vault Couture Blend after-party with 170 VVIPs, featuring the Couture Carriage structure and AI photobooth.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Jack Morton Worldwide: Global experiential marketing agency delivering brand experiences, events, and activations for major enterprise brands, directly comparable to Rebel & Soul's core offering across financial services, luxury, and consumer verticals.
• MKG: Independent experiential marketing agency focused on live brand experiences with a strong enterprise B2B client base; closely comparable in service model and target verticals.
• Sparks: Global experiential and event marketing agency known for brand experiences and pop-up activations; competes for the same Fortune 500 enterprise clients as Rebel & Soul.
• GMR Marketing: Global experiential marketing and sponsorship agency with deep expertise in sports, automotive and consumer brand experiences; a direct peer in the enterprise activation space.
• Octagon: Global sports and experiential marketing agency owned by IPG Mediabrands; comparable in serving financial services, automotive, and lifestyle brands through large-scale experiential activations.
• George P. Johnson Experience Marketing: Large global experiential marketing agency specializing in events, brand experiences, and conferences for enterprise technology, financial services and consumer brands; overlaps directly with Rebel & Soul's end-to-end experiential services.

Broad incumbents

• Freeman: Large global live events and brand experience agency serving enterprise clients across geographies; overlaps with Rebel & Soul's experiential production and event-management services at a broader scale.
• IMG (Endeavor): Global sports and entertainment events/experiences business under Endeavor; comparable in delivering brand experiences, events, and talent-driven activations but as part of a much broader portfolio.
• MCI Group: Global association, event, and experiential marketing group with strong APAC presence; comparable as a full-service experiential agency competing for similar enterprise clients across multiple markets.

Regional players

• Pico Group: Singapore-headquartered large-scale experiential, events, and exhibition firm with strong APAC presence; comparable in scale and category focus, and a key regional competitor in the same geographies as Rebel & Soul.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/RebelandSoul
• YouTubeyoutube.com/channel/UCIJue4N3P5yKWB6NDerahOA
• Facebookfacebook.com/rebelandsoul
• LinkedInlinkedin.com/company/rebelandsoul
• Instagraminstagram.com/rebelandsoulofficial

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Rebel & Soul