Projects
- New Lexus IS model Asia launchWhile at Saatchi & Saatchi Singapore, I led the strategy and planning for Toyota and Lexus Motors Asia-Pacific. The marketing responsibilities for Lexus extended over the following markets: Singapore, Malaysia, Indonesia, Philippines, Thailand, Taiwan and Korea (Though the last two were later shifted in a different market region). The new Lexus IS was a significant departure from previous model design, as such we conducted extensive qualitative research in Asian countries to understand how the
- P&G Eukanuba Australia "Play Fetch"Eukanuba in Australia was faced with a small budget but a big heart-wrenching issue – orphan dogs in shelter homes. They wanted to support these underdogs by donating a year’s free pet food to Pets Haven Foundation Shelter in Melbourne. The marketing challenge was to maximize the commercial benefit of this initiative. So, we sponsored an event with Pets Haven and developed a unique Facebook app that proved so utterly absorbing and engaging that through the exponential power of social media, the effect was felt by one in every five Australian adults! The world first idea was a simple one: during the length of the event, during the event, play a game of fetch live with the shelter dogs from your laptop no matter where you are. Every time someone played, Eukanuba would donate food. Not only did this exposure lift the brand reputation of Eukanuba and Pets Haven Foundation, it helped 100 orphan pets find forever homes. Not bad for an underdog campaign.
- 2012 Subway Singapore Christmas campaignFrom the middle of December onwards, with the Christmas holidays around the corner, consumers in Singapore are in a festive and generous mood. During this time, Quick Service Restaurants (QSRs) leverage this indulgence and do well. However, Subway is usually an exception to this trend, the goal of this activity was to reverse this trend and encourage Singaporean consumers to visit Subway during the Christmas period. Subway recognized the opportunity to make Subway the antidote to holiday excess. The brand would encourage consumers to “beat the binge” by countering their indulgence with a healthy Subway sandwich. To dramatize this strategy, Subway used Santa Claus, well known for his portly figure, to demonstrate the benefits of eating Subway and getting fit during the season of overindulgence. The campaign was highly successful, turning the season into an opportunity to leverage Subway’s core proposition as the fresh, healthy choice.
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Work history
Marketing & Brand Strategy Consultant
On returning from Asia I reprised my independent consulting activity, working with agencies and clients such as visual effects studio Framestore to help them develop successful brand and marketing communication strategies with their clients (e.g. CIMB bank in Malaysia), pitch process, and internal branding workshops.
I am currently working with Proximity BBDO Paris on a regional project for a large FMCG client.
Head of Strategy, Planning and Asia-pacificPOSSIBLE
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I joined global digital WPP agency network POSSIBLE to manage the strategy and planning team, working closely with the Analytics and User Experience teams on projects with clients Standard Chartered Bank, SAP, Audi Singapore, Allianz Insurance, and new business initiatives.
After much consideration I decided to hand my notice from this role in order to leave Singapore and move back to Europe.
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Skills
- Advertising
- Marketing PR
- Creative Agency
- Presenting
- Market Research
- Project Management
- Strategic Planning
- Client Management
- Consumer Behavior
- Creative Thinking
- Game Design
- Powerpoint
- Social Media
- Digital Marketing Advertising
- Brand Creative Strategy
- Brand Communication Planning
Education
Graphic Design
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Graphic Design
Cinema
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Performing Arts
Awards
Bronze Asia Marketing Effectiveness Award
Won Bronze AME for P&G Eukanuba Australia "Play Fetch" campaign
Bronze Effie
We won a Bronze at the Singapore Effies for the 2012 Subway Christmas campaign.