After a foundation in an Art School that taught me to teach myself, I’ve pieced together over 12 years in the industry putting on my thinking hat for brands such as Netflix, Cigna, Mastercard, Magners Irish Apple Cider, Lipton Tea, Tokio Marine and so on.
I think in words and place the problem far ahead of STYLE.
What do i love most? Searching for problems to solve, creating engaging narratives that helps sell big ideas, defend them & get them made.
I’ve been fortunate to win local and international awards, but it’s always been a byproduct of the work. I owe every creative success to team culture and I’m acutely aware of the role it plays.
Creative campaigns don’t come without clients that are just as brave, just as bold. And I’d like my efforts to contribute to such relationships.
Work Experience
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March 2024 - Present:
New role, new journey. Joined as a Creative Group Head to help grow the Reckitt business, starting with Durex and Finish -
Sept 2023 - Dec 2023
Note: The agency closed its doors on the island 2 weeks after they hired me off the back of a bad performing year.
But for what it’s worth, In my very short time wi h the ageIcy I was a Group Head & Lead Art Creative on the Maybank, WWF & Shell Business. I conceptualise campaigns, develop the story telling to sell big ideas and over see them from start to finish.Current role is a client facing role. From managing client briefs, helping develop creative briefs to working with the planning team to determine the creative sandbox.
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2019 - 2023
2019 - I started working on Mastercard Singapore business as a Senior Art Director, before shifting focus to the S.E.A market. Helped develop campaigns across different Mastercard pillars - increasing debit & credit card usage, encouraging card use on daily commutes, and raising awareness for Mastercard’s ID Theft Protection tool.
2021/2022 - Became the Regional Senior Art Lead on the Cigna Healthcare business. I conceptualised campaigns for the Europe market with a big focus on brand positioning to help establish Cigna’s place in the healthcare market.
Developed all story telling narratives to sell concepts, defend them, got them sold and made.
I managed 2 junior teams in the Thailand and Hong Kong office to execute sold campaigns.
Proactively worked closely with strategy leads to create workshops to help clients identify creative & business opportunities.
2023 - Helped win the Coffee Bean & Tea Leaf business, working with MRM’s Global CCO & A.P.A.C planning lead. Role: Lead Senior Creative, came up with the winning proposition and created the story telling to help sell the winning idea.
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2014 - 2018
Began managing existing clients such as Bic Stationaries, Heaven & Earth Tea & Tokio Marine. Conceptualising and executing integrated campaign for different products.
My campaigns ranged from social content calendars, to digital & social activations, ambient guerrilla marketing, film, Out-of-home & mobile activations.
In 2017 I joined the new business pitch team and helped in winning the Netflix, CIMB Bank & Magners Irish Cider business. Of which, the Netflix campaign won major creative awards at Cannes Lions & Spikes Asia.
In 2018 I developed a concept that was chosen by the Global Creative Council as a Top 20 Idea across the Havas network. -
2010 - 2014
My journey began here as a junior, working on campaign for government clients and Changi Airport.
In 2013 I moved internally to The Tribal DDB team, working on the Uniliver account for SEA. With Lipton tea being my main client, we focused on the Vietnam Market, helping to develop activations campaign related to product trials.
