RedWorks | Ogilvy & Mather , Singapore

May 2010 - October 2012

Generating copy and ideas for IBM's Owned, Paid and Earned media spaces in North America, Singapore and worldwide.

Freelance , Singapore

August 2009 - April 2010

Produced concepts and copy for B2B and B2C campaigns through different media—from web banners to EDMs, from press ads to radio. Clients: Saatchi & Saatchi (for Lexus, Singapore Navy, Tiger Beer and UOB), Bates 141 (for Resorts World) and Red Works|Oglivy & Mather (for IDA and Pond’s).

TBWA \ TEQUILA , Singapore

January 2006 - July 2009

Conceived ideas and copy for through-the-line integrated communication—primarily for Standard Chartered. Also helped Singapore Airlines launch the A380, educated Singaporeans on the need to top up their CPF and encouraged thousands to take part in the Singapore Marathon. Clients: adidas, AIA, Beck’s, HP, KrisFlyer, Life Insurance Association, Microsoft, Palm, SanDisk, Singapore Airlines and Standard Chartered.

Grip Creative Partnership , Singapore

September 2003 - December 2005

Designed and developed numerous websites, including the contents—before switching from writing code to writing copy. Cut copywriting teeth on anything and everything—from in-store wobblers to long copy press ads, from rap songs to annual reports, from children’s websites to corporate websites. Clients: 7-Eleven, Coca-Cola, Disney Channel, Eastern Carpets, Forever 21, Global Value, Jean Yip, Koka Noodles and Mondial Rare Jewels.

Food Standards Agency , London

December 1997 - September 2001

Developed databases and IT applications for food scientists, plus oversaw the Agency's response to the threat of the 'millennium bug'.

Ministry of Agriculture, Fisheries and Food , London

October 1987 - November 1997

Ran the private office for the Ministry's top civil servant and also helped the department respond to the 1996 BSE crisis.

MIL Research Limited , London

August 1984 - September 1987

Interviewed the general public on a range of topics-from computer equipment to washing machines, from stationery items to luxury cars.