Senior Writer, IBM
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.
Creative at Large
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.
Creative - Web Developer / Copywriter
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.
Telephone Market Researcher
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.