menu Home

My Story: Fall From Grace Feat. Mumbrella Asia Saga With Eleanor Dickinson. Part 2

Chris Chong | February 24, 2019
  • play_circle_filled

    My Story: Fall From Grace Feat. Mumbrella Asia Saga With Eleanor Dickinson. Part 2
    Chris Chong

Thanks for listening, click Play! This is part 2 of a series, check out the first part, if you haven’t done so, here. Thank you to Elisha Tan from TechLadies and Facebook for guest-hosting this episode. Check out my interview with her here.

My brother and I had built a startup that had just been bought out by Groupon, the world’s biggest daily deal website, for an estimated USD$24 million according to The Straits Times newspaper. We made it on the front page of the national newspaper, I was busy representing Groupon on breakfast TV shows and on Channel NewsAsia, while my brother was busy moving our new offices from our shared hostel room to Harbourfront Centre. Here’s what happened after the rosy “overnight success” story, the arrival of hard times, which I mention in this episode!

Mumbrella Saga

I’ve previously acknowledged my past faults in this episode and also in a video. I had been silent about this incident for 2 years because I used to believe that silence was noble, and I was dedicated to training myself in meditation to overcome some life-altering hardships, but after hearing what happened with Mumbrella Asia, I finally feel vindicated by their closure that I can finally speak out.

After 6 years of a successful and clean record, my startup journey was severely derailed by a PR crisis that embroiled one of my latest startups SumoStory, a crisis which was started and stoked by Mumbrella Asia, and led to me disbanding it- but not without some justice that would come two years later.

In my company’s pursuit to provide affordable, data-driven public relations for startups in Singapore, I personally became the target of several cyberattacks (and weird conspiracy theories by some) that set to undermine my credibility, by Eleanor Dickinson, then Author at Mumbrella Asia, and the co-founder of Redhill PR Agency, whose name I have always failed to enter into memory. Please read ahead for reasons why you should never hire Eleanor Dickinson for any journalism jobs.

As her boss, the owner of Mumbrella, has hinted in an article about what happens when adults leave the office keys with the kids:

When Mr Carroll [her supervisor] was away on holiday, “Eleanor’s boundary-testing included writing about a sensitive Singaporean political issue. A few weeks later, her employment pass was not renewed by the government, and we found ourselves with a few days to get her out of the country.” –Tim Burrowes, Mumbrella Owner Source

Why You Should Not Hire Mumbrella Asia Eleanor Dickinson ARN Journalist

Yes, that quote was about a political issue and [insert criticism about Singapore’s relationship with freedom of speech]- that’s her beef with the Singaporean Government. But it speaks to her larger body of work of spreading misery while she was running Mumbrella Asia and the consequences of endlessly attaching controversy to unwilling participants to the point of getting kicked out of the country where you work in and getting your office closed down.

She notoriously targeted folks who had their guard down in the local Asian startup and PR communities, just go speak to people on Linkedin who have publicly vented about her online. As she saw her revenues crumbling around her and advertising support being drained because of how she was treating people, she wrote a few decisive articles about others (including myself) that were poorly researched (she did not ask for a comment to counter her ‘unknown source’ or put any effort into verifying an accusation with credible evidence), and which later revealed itself to readers to be thinly-veiled cheap potshots, driven by her ethos that character assassinations bring more traffic, which led to her company being destroyed from her own two hands.

So this is my fair and brief warning to anyone about to hire her, please do your research by speaking to her victims- the many others besides myself whose careers she has destroyed without warning. There is great journalism that asks questions and keeps people in check- independent journalism-which I have been an active member and supporter of, but then there is fast food, cheap thrill journalism that aims to do whatever it takes to attract your attention to the detriment of its people and the community, and those writers who feed on indiscriminate character assassinations or bringing others down to intentionally start controversy should be treated as dangerous and a liability. Despite her cheery outlook, she has proven through her recent work to knowingly destroy the reputations and careers of the people she has affected in Singapore and the outcome shows on her record.

Sure, looking back, I do wonder if the articles that she wrote against me and others may have not necessarily been her idea, but the result of gossiping or goading from others, or even paid content sponsored by one of my more affluent competitors, but it’s the fact that she went ahead and wrote the scathing articles despite the fact that up until then we had an amicable, working relationship, and my startup had had no hiccups.

I and many others still feel cheated to this day that out of nowhere, she started attacking us, without a doubt just to start fights with her headlines, but which permanently affected our reputations and livelihoods with no prior mention or a heads-up “hey, I’m about to destroy your startup/reputation” text. Now it’s at least clear with her publication closing down that her actions seemed to be a desperate bid to get reader attention to prop up a failing business.

In 2019, Mumbrella Asia closed its doors after an unremarkable and unprofitable 6 years in the region. Don’t get me wrong, I can be a fan of the Mumbrella brand, if Mumbrella’s owner acknowledges the full extent of the damage that his company did during Eleanor’s leadership to the Singaporean community and issues an apology to those affected, not just me. Each aggressive article by her traded in someone’s career and future for her website’s traffic. It was a bad hire decision that I wish no one will have to repeat.

Eleanor’s employment pass was not renewed and she was unceremoniously asked to leave Singapore in a few days (as mentioned in the above quote from her ex-boss). She now writes for ANR. I have heard the theory several times and I want to debunk it, that she was typical of the “white person who comes to Asia, bosses around Asians because she is White and can” theory, and although she carried herself in a certain way that rubbed locals the wrong way, I just don’t subscribe to any ideas that support anti-foreigner sentiment, because evidently I myself am Australian, but most people have agreed it will be a stain on her reputation. Listen to my episode about racism here, and together let’s stand against it. There was a collective sigh of relief when Eleanor Dickinson’s work pass was not renewed after an assessment by the Singapore Government.

What’s happened to me since? Going through a PR crisis is a traumatic experience that I would not wish upon anyone (except to those who dish them out), and I’ve made pretty much all my podcasts about self-improvement and positivity, so, sorry to those whom I’ve disappointed by using this as my way to speak out on an issue that’s been a very difficult experience to go through. I’ve made amends with the relationships that were destroyed because of her articles, which finally led me to be invited to host a TV show by the Singapore Government’s news channel Channel NewsAsia last year before COVID19 hit. Business as usual returns to Singapore, but the unnecessarily aggressive articles and the hurt from those words still remain for me and many others. What’s happened to her other victims after what she did to Mumbrella Asia? Ask them, the trail begins on Linkedin.

So here’s what I’ve learned from this, if you’ve ever been the victim of an attack that caught you off-guard, even if you feel the aggressor hasn’t been held accountable in the past, remember this- the world works in funny ways, sometimes it’s even great, and you’ll see it has the power to release you from your pain. The validation may not be immediate, and it may not be sweet, but justice will come. It took me 2 years to say this, but there’s no room for unnecessary aggression in our world. And to those who have been affected by this wave of bad journalism and the consequences of it, I’m sorry.

Watch the latest TV show in Japan with Channel NewsAsia before COVID-19 hit.

My Bio:

Proud son of immigrants. At 20, I took a break from my law degree to co-found my first startup, Beeconomic, which was fully acquired by Groupon (a USD$24M buyout in Singapore in a record-breaking 6 months, reported by The Straits Times newspaper).

As Groupon Singapore co-founder, we created over 200 jobs and made history by helping Groupon become “the fastest-growing company ever” (source: Forbes and CNBC). After Groupon, I worked on 4 startups that failed, which taught me important lessons about failure.

After finishing my law degree, I joined a “Top 5” law firm in Australia that led to an offer in their Corporate (M&A, VC) advisory practice.

But instead I was recruited by Hong Kong’s largest circulated newspaper, The South China Morning Post, as the social media editor to execute a digital transformation strategy. When the team achieved strong digital growth, Jack Ma’s Alibaba acquired the newspaper. After 6 months of transitioning and training with the new owners, I moved on to pursue my childhood passion for cooking.

After culinary school, I became a full-time advisor for a $100M Japanese VC, who offered a small investment to experiment with starting a boutique PR firm. Then the Mumbrella saga hit and it’s been hard since.

I have served as a consultant to Governments and (in a few cases investor to) 80+ tech firms in Southeast Asia, but for early-stage startups, I do volunteer as a mentor at an incubator. I also host a free podcast that interviews Asia’s fast-growing entrepreneurs, idealists, and trendsetters on the hardships they’ve had to overcome to make it in their industry.

I am an entrepreneur who knows exactly how it feels to be guide-less and isolated. I’ve met a lot of kind people on my travels who were willing to help me and this is my way of paying it forward.

Spending my spare time volunteering in charities, mediation, cooking, and working out are my passions. I am usually in either Singapore/Penang/Bali or Hawaii/New York. After retiring from startups and boardrooms, I am now following my passion to host TV shows (I wasn’t a great chef).

Catch “The Millennial Investor“, where I get sent to Japan to immerse myself in the explosive E-sports industry- who the rising gamers are, exciting tech innovations in gaming, the startups fighting for a slice of the pie, and the industry’s unique challenges leading up to The Olympics.




Podcast Review 

Leave a comment about the Hostyour full name
Star Ratingour support
Leave a comment about the Intervieweeyour full name
Star Ratingour support
Leave a comment about the Websiteyour full name

Music (CC/Royalty Free)

Lee Rosevere – 09 – Southside

Lee Rosevere – 06 – Word of Mouth

Lee Rosevere – 07 – I Thought Of Pills

Lee Rosevere – 09 – Wasn’t What I Expected

Lee Rosevere – 13 – He Missed

Lee Rosevere – 13 – I Believe in You

Lee Rosevere – 01 – Here’s the Thing

Lee Rosevere – 05 – Under Suspicion

Lee Rosevere – Night Caves

Lee Rosevere – 09 – Thoughtful

Lee Rosevere – 01 – Introducing the Pre-roll

Lee Rosevere – 10 – Knowing the Truth

  • cover play_circle_filled

    01. Who We Are- COVID-19 and George Floyd Update - 8:6:20, 3.45 pm
    Christopher Chong

  • cover play_circle_filled

    02. How We Built A $24M Startup: Beeconomic To Groupon
    Aston Chia from Overdrive

  • cover play_circle_filled

    03. S2E1: Monologue, on persistence and courage

  • cover play_circle_filled

    S2E6: Why A Famous Digital Marketer Quit His Top Corporate Career For Startup Dream
    Damien Cummings

play_arrow skip_previous skip_next volume_down
Hide Buttons