Independent, Data and Technology service providers with global experience.
FIRST PRINCIPLES FIRST
The core tenets of MadTech draw from the foundational concepts of both marketing and technology. Therefore, we believe that a thorough understanding of these first principles is an essential base for building deep expertise.
TECHNICAL KNOWLEDGE UNLOCKS CREATIVITY
Given the technical nature of our industry, understanding the underlying technology, ecosystem components, and their functions is essential for practitioners. This knowledge enables a move beyond basics and towards more sophisticated application.
NUANCED AS NECESSARY
Like most things, digital marketing rarely operates in absolutes. As such, we don’t subscribe to silver bullets or one-size-fits all solutions. Instead, we emphasise tailored solutions in accordance to each client’s unique context.
COMMON SENSE ALWAYS
Given the quantitative nature of our work, folks can sometimes lose sight of the human element and/or bigger picture. Therefore, we priortise maintaining a broader perspective, ensuring that data and tech serve as a means to a greater end.
ADAPTIVE AND EVER EVOLVING
Our industry evolves at lightning pace and in lockstep with broader technology. Thus, we believe in being “aggressively” proactive in our approach to learning, testing, iterating and incorporating frontier technologies and trends.
UNBIASED AND IMPARTIAL
Skeleton key is 100% independent and employee-owned. As such, we have no interests other than helping unlock epiphanies and providing the best solutions for our clients and audience.
Vincent Niou
Founder
Vincent Niou is the Founder of Skeleton Key. With over 15 years of experience in digital marketing, he has held roles in a variety of disciplines including data and technology, programmatic, investment and planning. His career has taken him around the world, with stops in New York, Chicago, San Francisco, Shanghai and now Singapore.
Having spent the past 8 years in Asia, Vincent started Skeleton Key to provide solutions and resources to unlock and uplevel the understanding, adoption and effectiveness of data-driven marketing in the region. He is especially passionate about bridging the divide between modern data and technology with traditional marketing paradigms.
Vince was selected to Campaign Asia-Pacific’s 40 under 40 list (2019) and named ExchangeWire’s Ad Tech Rising Star, APAC (2019). He is a regular speaker at industry events and a contributing author for industry publications including Campaign, ExchangeWire and The Drum.
Meet our team
Vincent Niou
Founder/CEO
Jonathan Doe
Paladin
Jonathan Doe
Dragoon
Jonathan Doe
Blue Mage