For Wang Qifen (SMU EMBA 2023), founding SEVENTY2, an award-winning event marketing agency, was not just about creating experiences – it was about redefining an industry and making a meaningful contribution to its growth and recognition. With a deep passion for strategic brand engagement, she sought to challenge conventional agency-client relationships and elevate event marketing as a profession.
Today, as Founder and Managing Director, Wang Qifen continues to push boundaries, leading SEVENTY2’s global expansion while driving innovation in an evolving industry. Reflecting on her journey, she recognised that the SMU EMBA programme provided valuable insights that helped refine her leadership style, sharpen her business strategy, and reinforce the importance of continuous learning.
From vision to reality: building a new kind of event agency
SEVENTY2 was born out of a fundamental industry gap – agencies and clients often operated in silos, missing opportunities to craft truly impactful delegate experiences.
“I wanted event professionals to be recognised as more than just executors of instructions. My goal was to build an agency that didn’t just execute events but created strategic, lasting brand connections,” Qifen explains.
What started as a boutique agency has since grown into a globally recognised event marketing independent agency. Yet, one thing remains constant – SEVENTY2’s unwavering commitment to expertise, innovation & results-driven experiences.
Overcoming challenges: lessons in leadership & growth
Like many entrepreneurs, Qifen faced uncertainties and roadblocks in her journey. One of the biggest lessons was realising what she didn’t know about running a business.
“Being an expert in event marketing didn’t mean I knew how to run a company,” she admits. “It took humility to acknowledge that and a strong mindset to keep learning.”
Another pivotal lesson was learning to let go. “Early on, I believed no one could execute things as well as I could. My mentor once told me, ‘If you believe only you can do it best, you will be your biggest obstacle.’ That advice changed my perspective. Growth happens when you empower your team, not when you micromanage.”
The SMU EMBA: a transformative leadership experience
While Qifen pursued the SMU EMBA to strengthen her finance and business strategy skills, the programme ultimately refined her leadership approach in unexpected ways.
One of her key takeaways was the importance of stepping back from daily operations. “I implemented clearer SOPs and structures to allow my team to take ownership. The programme reinforced that true growth happens when leaders empower others.”
A defining moment came in Associate Professor of Communication Management (Practice) Yeo Su Lin’s Corporate Reputation class, which helped her crystallise SEVENTY2’s long-term vision. “As a marketing graduate, I initially thought I had branding figured out, but the course made me step back and reflect deeply. That reflection reshaped our growth strategy.”
Beyond academics, Qifen cherishes the lifelong friendships and support system built during her EMBA journey. “On our first day, Principal Lecturer of Finance Dr Ang Ser Keng told us, ‘The best takeaway from this course will be the friendships you forge.’ Thirteen months later, I know he was absolutely right.”
Expanding SEVENTY2: the future of event marketing
As SEVENTY2 enters its next phase of growth, Qifen is focused on international expansion – with recent strides into Beijing and plans for Tokyo and Munich. Each new market presents opportunities to redefine event marketing within diverse business landscapes.
She also sees major shifts in the event industry, particularly in resource efficiency and sustainability. “With fewer young professionals entering event management, talent acquisition is a growing concern. To address this, we’re actively collaborating with tertiary institutions to engage the next generation, while leveraging AI and regional resources for efficiency and scalability.”
Advice for future entrepreneurs
To aspiring entrepreneurs, Qifen offers a simple yet powerful lesson: Failure is okay. Not learning from it isn’t.
“I’ve had failed ventures, and each one hurt. But failure is only wasted if you don’t adapt and grow from it.”
For those considering event management, she shares a candid reality check: “This industry isn’t just about passion. It’s about discipline and efficiency. If even a little overtime feels unbearable, it might not be the right fit.”
A journey fuelled by collaboration & community
Qifen’s entrepreneurial journey has been shaped by strategic thinking, resilience, and the support of a strong professional network. One moment that reaffirmed the power of community was when her EMBA classmates showed up to support her and her classmate, Shane Yap at an SMU event where they spoke to prospective students.
“That, right there, is the essence of the SMU EMBA experience – a network of leaders who uplift one another.”
As she continues to scale SEVENTY2’s impact globally, Wang Qifen remains dedicated to shaping the future of event marketing and inspiring the next generation of leaders in the field.