Growth: From 2021-3 Singapore became the largest media hub for Publicis SEA by revenue and billings (>$270 m). We had record years for OI growth through Covid-19. I sat on the exco, partnered the CEO in the SEA Transformation Office. I led global strategy for the successful agency defence of Singapore Tourism Board (STB) which saw our annual fee grow by 300% taking both media and creative retainers.

From 2015-21 I was part of the original Digitas APAC leadership team that established and grew the agency into a full service Digital Experience Agency tripling revenues in five years.

During that time I devised and ran regional CRM/CXM and Loyalty practice, generating incremental revenue and 100% YOY growth. Then as regional CSO I reported to Jane Bin Laden to drive APAC rollout from 5 to 17 markets.

Integrated GTM: I have been at the sharp end of realising Publicis Groupe’s “Power Of One” platform in Asia. As Singapore CSO I worked across six media + digital agencies to build integration. I oversaw creation the Groupe’s first integrated SG & SEA credentials. I played ‘Chief Matchmaker’ with clients to champion Power Of One and our experts.

During the 8 years I worked for Digitas I’ve played a lead role in developing regional credentials. Most recently rekindling audiences awareness the agency’s 40-year record for innovation and integration as Digitas “Built To Last”.

Consulting for UK&I Exec Team to fully realise the new Dentsu global proposition “Innovating To Impact” for use with One Dentsu clients and across 3,500 staff.

Community leadership: I envisioned, defined and ran a strategy community as champions of Power of One – the only of its kind for Publicis Groupe in Asia - comprising 30 media, digital and research practitioners. I fulfilled a similar role for Digitas, building a leadership community across 17 APAC markets.

Digital transformation: multiple client cases of utilising the benefits of design thinking, converged media and digital models to change client business, internal capability and culture. Oversight for large scale CXM programs across the project lifecycle.

Channel & design strategy: successfully worked in tenured roles within creative, digital, CX and media agencies, revealing what it really takes to drive integration.

Corporate success: Promoted three times at Nissan UK, finally responsible for a $4m Cost Centre and a $4.5 m digital media budget. Working in Product Management developed skills in complex business and portfolio planning that have invaluable subsequently.

Recognition: What brings me greatest satisfaction are awards that reflect the success of a Go-To-Market strategy and capability development in which I have been heavily involved or directly led. This includes taking #1 rank for Publicis media in Singapore, Publicis winning Best Culture Southeast Asia in the Campaign Asia 2023 AOTY awards. At Digitas this included writing the submission for the brand’s best-ever score (B) in the 2021 Campaign Asia Agency Report Card, Campaign Asia AOTY SEA Consultancy Of The Year (2019) and Marketing Interactive CRM & Loyalty Agency Of The Year (2018).

In recent years I’ve focused on keynotes and executive engagements, presenting to audiences from banks, big tech and government to travel companies and media owners. Some examples are illustrated below.

Archive:

‣ The rise of creative consultancies

‣ Undermining your brand with freebies

‣ Real Time Advertising Landscape

‣ Representing the voice of the customer

‣ Complexity is our shared problem

‣ Asia’s quiet healthcare revolution

‣ When acronyms get in the way