WORK EXPERIENCE

  • Copy-based Creative Director (ex JWT, ex MullenLowe, ex McCann, ex Ogilvy, ex Havas)

  • 18 years in advertising (with 12 years in WPP, IPG and Havas Group)

  • Created work for markets including Singapore, SEA (including specific campaigns for Thailand, Vietnam, Indonesia, the Philippines),

    APAC (including specific campaigns for Greater China), ANZ (including specific campaigns for Australia), USA, Latin America

WORK HISTORY

Freelance Copywriter/Creative Director (2006 June – present)

  • Writing/creating/strategising for agencies and direct clients

  • Agencies include:

    • BBDO (TAFEP, FedEx, new business pitches)

    • Publicis (Citi, Garnier, Robinsons, various property pitches and launches)

    • McCann Worldgroup (Mastercard, CPF, TECNO mobiles, The Coffee Bean & Tea Leaf)

    • J. Walter Thompson (Abbott Nutrition)

    • Lowe and Partners (Unilever DIG, Lifebuoy)

    • W/E and Partners (Standard Chartered, Hoi Hup Realty, AIA)

    • Ward6 (Takeda Pharmaceuticals, Danone Nutricia Campus, Entyvio)

    • Flux Asia (new business pitches)

    • Bannistar (Myojo)

    • MarketBridge (Changi Airport Group, ANZ, Great Eastern, Prudential, Epicurean Society)

    • Six Planes (various property launches)

    • Visibility (Lipton, Harley’s)

    • Others (GITI Tire, Canopy, etc)

Creative Director, APAC (2021 June – 2022 December)

Indicia Worldwide, a Konica Minolta company with presence in Europe, North America, and APAC

  • In charge of all creative output for agency work in APAC including markets in SEA, ANZ, China

  • Managed creative departments across Singapore, Sydney, Melbourne, Manila, and Ho Chi Minh City

  • Part of APAC leadership team reporting to Global to launch newly-created agency to offer services harnessing data, tech, and insights for omnichannel campaigns and activations including social media and POS

  • Led new business wins for Cuisinart, Darrell Lea, Helga’s for ANZ markets and Unilever Magnum (Indonesia)

  • Helmed creative production department for Unilever ANZ/PH/VN, FrieslandCampina PH/VN

  • Improved conversion rate of in-store promotion for Darrell Lea Blocks promotion by 105% from current rate

  • Created highly effective campaign for Cuisinart which resulted in 10,468 ‘buy online’ clicks in one month which contributed to 300 online purchases on average per day in launch month

 Creative Director (2018 November – 2021 June)

W/E + Partners (formerly Water’s Edge), a tiny indie agency that snagged the mammoth POSB account

  • Managed 8 creatives and raised creative standards with metal wins at local and regional award shows for AIA Singapore, MSIG Asia, DBS/POSB, real estate developers, and more

  • Achieved 90% win rate on new business pitches including condominium project launches, the regional MSIG Asia account for biodiversity, Starbucks, Fullerton Fund Management, and more

  • Achieved exceptional 85.2% take-up rate over launch weekend prompting upward revision of sale prices for the Pasir Ris 8 development and ensuing landmark price hikes across the nation

  • Developed expertise on digital and social media marketing, gamification, corporate identity creation and facilitated marketing workshops and consumer focus groups and presented to C-suite clients

  • Key accounts:

    • Financial Services: DBS, Standard Chartered Bank, Fullerton Fund Management, Nikko AM

    • Insurance: AIA, MSIG (Regional), NTUC Income

    • Property: City Developments Limited, Hoi Hup Realty, Allgreen Properties, Far East Organization

    • QSR: Starbucks

Creative Director (2016 May – 2018 November)

J. Walter Thompson Singapore, now part of VML Singapore, a WPP company

  • Managed 12 creatives in 2 clusters for global/regional Unilever accounts (Lux, Sunsilk) and regional/local government/hospitality/financial service accounts and raised creative standard with metal wins at local and regional award shows

  • Helped secure the win for the multi-million Euro global digital Unilever Lux account

  • Led the pitch win as copy lead and remained as co-creative lead for the S$9.2M Singapore Bicentennial Office account

  • Served as creative lead and/or copy lead for Singapore Bicentennial Office, HSBC Singapore, InterContinental Hotels & Resorts, ASUS Global (Laptops) and Friso (FrieslandCampina) alongside Unilever duties

  • Developed global masterbrand BCI for Unilever Lux, collaborated with creative partners from UK, USA, BR, TH, IND, IN, and creative-directed shoots in Paris, Beijing, Bangkok, and Jakarta

  • Key accounts:

    • Beauty / Personal Care FMCG: Unilever Lux (Global), Unilever Sunsilk (Regional)

    • Government: Singapore Bicentennial Office

    • Dairy (Infant Nutrition): Friesland Campina Friso (Global)

    • Tech: ASUS Zenbook (Global), Samsung QLED TV (Regional),

    • Hospitality: InterContinental Hotels and Resorts (Regional)

    • Financial Services: HSBC Singapore

  • Promoted to Creative Director from Associate Creative Director in May 2017

Senior Copywriter (Creative Lead) (2013 May – 2016 April)

MullenLowe Singapore, an IPG company

  • Managed 6 creatives on regional Unilever home care accounts (Sunlight, Cif) and regional FrieslandCampina RTD and adult nutrition accounts (YoMost, Optimel)

  • Launched a new FrieslandCampina brand, Optimel, globally in 2015 through Hong Kong to achieve substantial uplift of market share to date

  • Led the pitch win for the Citroën account

  • Developed strategic communications, creative-directed shoots in Hong Kong, Bangkok, Ho Chi Minh City, and selected to participate in a global pitch in Madrid (under MullenLowe London)

  • Conceptualised campaigns for Unilever Dirt Is Good Regional, Unilever Lifebuoy Global, Unilever Knorr Regional, Unilever Food Solutions Thailand, Unilever Citra, and Barilla

  • Key accounts:

    • Home Care FMCG: Unilever Sunlight / Cif (Regional)

    • Beauty / Personal Care FMCG: Unilever CLEAR (Global)

    • RTD: FrieslandCampina YoMost

    • Dairy (Adult Nutrition): Optimel (Regional)

    • Automotive: Citroën

Copywriter (2011 August – 2013 April)

McCann Worldgroup, Singapore, an IPG company

  • Key accounts:

    • Financial Services: OCBC, MasterCard (Regional)

    • Beauty: FANCL, L’Oréal Paris, Maybelline New York

  • Developed TTL campaign for FANCL Singapore including shopper marketing, outdoor, the creation of Mu.Ten.Ka. in-house magazine and production of TVC in Bangkok

  • Created the Lashionista outdoor campaign for Maybelline New York (under L’Oréal Paris) which included the innovative use of a mascara vending machine and a photo booth to achieve a record of 94,000 units sold and allowed the brand to dominate the market with 54% share

  • Worked on campaigns for Tata Communications, Holiday Inn, Toshiba, StarHub, Singapore Effy Awards

Senior Copywriter (2010 August – 2011 August)

The Gate Worldwide, Singapore, an MSQ agency

  • Key accounts:

    • Financial Services: Citibank (Affluent Segments), Schroders

    • Insurance: AIA

    • Government: Ministry of Information, Communication and the Arts (MICA), PUB, NTUC (Membership)

    • Education: INSEAD GEMBA (Global)

  • Served as Copy Lead across all accounts

Copywriter (2008 August – 2010 August)

Euro RSCG Singapore, now Havas Worldwide Singapore, a Havas Group agency

  • Key accounts:

    • Retail: FairPrice, Orchard Central, Square2

    • Financial Services: DBS

    • RTD: The Coca-Cola Company (Heaven And Earth, F&N Flavours, 100PLUS)

    • Property: Far East Organization

  • Served as creative lead on FairPrice

  • Also worked on Coca Cola, Carlsberg, CAAS, SingPost, Bonia, Fox (Wing Tai), Dole, Volvo

  • Awarded at SPH iink Awards 2008 and showcased in Lürzer's Archive for 100PLUS

Junior Copywriter (2008 May – 2008 July)

Religion, an independent agency

  • Key accounts:

    • Automotive: Chevrolet

    • QSR: Burger King

    • FMCG: Unilever Clear

    • RTD: F&N (NutriFresh)

    • Search: YellowPages

Intern Copywriter (2006 June - 2006 August + 2007 August - 2008 January)

Ogilvy & Mather Singapore (Ogilvy & Mather Advertising, David Communications), a WPP company

  • Key accounts:

    • Financial Services: DBS, GE Money (James + EzyCash)

    • Insurance: Prudential

    • Fashion: Rolex

    • Retail: Raffles City Shopping Centre

    • Airline: SilkAir

    • Pharmaceuticals: Panadol

    • Diapers: Huggies

EDUCATION

2014

Certificate in Analyzing Global Trends for Business and Society; Marketing: Branding, Customer Centricity, Go-To Strategies; Total Leadership

University of Pennsylvania (Wharton School)

2003 – 2006

Bachelor of Arts with Merit (English Literature)

National University of Singapore, Faculty of Arts and Social Sciences

1998 – 2000

GCE ‘A’ Levels (Distinctions in English Literature and General Paper) 

Anglo-Chinese Junior College