UPGroup Asia and The MasterPlan LLP (The MasterPlan) have entered into a strategic partnership, formalising a collaboration designed to streamline event delivery and integrated experience design across the Asia-Pacific region.
While both companies will continue to operate independently, the partnership marks a deliberate move toward joint pitching and execution. Speaking to TTGmice in an exclusive interview, Jasmine Ho, founder and managing partner of The MasterPlan, noted the significance of the alliance.
“It has been a while since the industry has seen local smaller businesses partnering officially rather than competing. I’ve tried partnering in the past, but I don’t think I had the right experience or network then. After my time with SACEOS (Singapore Association of Convention & Exhibition Organisers & Suppliers) and the Entrepreneurs’ Organization, I found the ‘missing puzzle piece’ in a partner who shares the same values and leadership direction,” she explained.
The partnership will have a clear division of expertise. The MasterPlan leads in programme strategy, hospitality, and stakeholder management, while UPGroup Asia provides production depth and regional infrastructure.
Adam Piperdy, founder and CEO of UPGroup Asia, noted: “Our clients are looking for integrated support. By aligning our teams from the start, we eliminate coordination gaps and duplication for the client.”
This synergy is vital to UPGroup Asia’s ongoing regional expansion. Since March 2025, the group has grown its regional team to 12 members, sharpening its focus on high-growth markets in Bangkok, Vietnam, and Indonesia. The partnership with The MasterPlan will extend into these markets, allowing Singapore-based programmes to scale regionally with “consistency, speed, and confidence”, said Piperdy.
Over the coming months, the two firms will showcase their combined approach through industry initiatives in Singapore. When asked if a formal joint venture is on the horizon, Ho expressed: “We’d love to eventually offer clients a true one-stop solution. It’s always on my mind to expand.”
