Who we are

We are Its Personal.

Senior operators. Sales-first ABM. APAC-native.
The work is the relationship.

Paul, Brian, Angeline & Frederic.

0 years between us, in the room

4 founders

1 methodology across every engagement

30+

years building B2B in SEA

founders

methodology, productised

apostrophes, ever

Our story

ABM used to be personal by design.

A named account. A real buying group. Messaging built for the actual people in the room.

Somewhere in the last three years, it stopped being that.

The market scaled the channel and lost the meaning. AI generated the personalisation. Marketing built from assumptions. Sales watched the response rates fall.

The industry called this progress. Buyers called it noise.

Its Personal exists because somebody has to bring craft back to the work.

We are senior operators who have spent decades between us running B2B pipelines across Southeast Asia. We have built ABM programmes the old way and watched the new way eat their lunch. We are not nostalgic about it. We just know what works.

Four founders. One methodology. One story.

The people

Four founders. Senior operators.

Paul Hourihane

Founder and CEO

Primary sales engine. Thirty years of relationships across SEA.

Thirty years building and scaling B2B agencies across Southeast Asia. Both holdco and independent. Deep relationships across founder, client and talent networks in the region. Winner, Campaign Asia 50 over 50, 2025.

Paul.

Brian Johnsen

Partner. Delivery.

Award-winning creative leadership turned multi-market operator.

Twenty years leading cross-regional agency delivery across APAC. Award-winning creative leadership into multi-market operations management. Leads delivery, methodology and platform operations.

Brian.

Angeline Nguan

Partner. Marketing & Sales.

Channel partnerships. Regional network coverage.

Channel partnerships and regional network coverage. Strategic relationships across the APAC martech and consultancy industry. Drives partner-led and marketing-led pipeline development.

Angeline.

Frederic Cosny

Partner. Product.

SalesX creator. Architect of productised IP.

SalesX creator. Architect of productised IP including the Portfolio, Audience and Impact Brains. Leads the productisation roadmap and AI integration.

Frederic.

Hover or tap a founder to read more

What we stand for

Four values. They sit in tension on purpose.

Personal over Generic.

Messaging built from real sales conversations. Not marketing assumptions. Not AI-generated guesses. The line that lands is the one a buyer has already heard.

Depth over Volume.

Fewer, better accounts. Full-funnel engagement. We would rather work twenty accounts properly than touch two hundred badly.

Outcomes over Activity.

Pipeline generated. Not reports delivered. We measure what moves the number, and we tell you when something we did did not.

Capability over Dependency.

We build engines our clients can run themselves. Success means they need us less, not more. Stickiness comes from value, not lock-in.

PS.

No apostrophe. Its Personal is possessive, not a contraction. The personal belongs to the work. To the relationship. To the programme that gets built around what your sales team actually hears in the room.

If you ever see us spell it with an apostrophe, please tell us. We will be very embarrassed.

Its Personal.

Brief us. Close in.

Two business days. No deck necessary.

Start a conversation

contact@itspersonal.sg