what i do

Advertising Copywriter
Singapore

A professional wordsmith with over 2 decades of experience working on brands in a spectrum of industries, from telcos to banks, skincare to baby milk, and fast-food to fast cars. Always hungry for new, inspiring briefs that whet my creative appetite.

where i’ve worked

Freelance Senior Copywriter – Dentsu, Digitas, TBWA, Leo Burnett, PropertyLimBrothers, Toaster, SuperSon x SuperBeast
Nov ’19 - present
Created digital content and video ideas, scripts and production for the following brands:
• KrisFlyer re-brand campaign + Singapore Airlines Staff Stories campaign
• Google: G4SG and Apps Academy video scripts
• Standard Chartered - Bonus Saver campaign concepts
• Nutella - digital content and video ideas
• Oral B - TVC scripts for Gum & Enamel Toothpaste & Electric Toothbrush
• Clear Shampoo - animated video series for Clear Resilience Academy
• Samsung QuickDrive™ 2021 campaign - 8 social films and social assets for 2021 launch campaign

Freelance Senior Copywriter – Toaster SG
Aug ’19 – Oct ‘19
Worked on two social media toolkits for Shiseido ­– one of which is a new derma/beauty skincare brand and the other, a sun care brand Anessa. 

Freelance Senior Copywriter – Saatchi & Saatchi SG
Mar ’19 – Jun ‘19
Worked on the launch of a new FMCG yoghurt brand in Singapore and Southeast Asia. The scope of work ranges from Print, TVC and POSM deliverables. Also delivered and won a pitch for Bausch + Lomb ULTRA daily contact lenses.

Freelance Senior Copywriter – Ogilvy SG
Sep ’18 – Jan ‘19
I was hired for 4 months to revamp of the Ministry of Culture, Communication and Youth (MCCY) website. The main part of the job scope was to create a microsite that features 24 inspirational Singaporean stories in the Arts, Sports, Community and Heritage sectors. My role was to research, interview and craft the 24 stories in the most inspirational way, in both editorial and video formats.

Freelance Senior Copywriter – TBWA SG
Jun ’18 – Aug ‘18
Ideated and wrote a campaign idea for a global Wealth campaign for Standard Chartered Bank.

Freelance Senior Copywriter ~ Leo Burnett Singapore
Feb ’18 – Apr ‘18
Ideated, scripted and produced a series of Animatic films for PediaSure (Abbott).

Freelance Senior Copywriter ~ 72andSunny Singapore
Jan ’18
Ideated and wrote a series of online video/TV scripts for infant formula brand Aptamil.

Freelance Senior Copywriter ~ JWT Singapore
Oct ’16 – Oct ‘17
Worked on the Friso ‘Always On’ project, which includes the repurposing of 20 articles into new formats, as well as the creation of 6 new content videos, plus articles. This is a content-oriented role that uses social media as a vehicle to drive branding.

Freelance Senior Copywriter ~ Leo Burnett Singapore
Jul ’16 – Oct ‘16
Worked primarily on Ensure and PediaSure brand books, as well as concepts for Similac.

Freelance Senior Copywriter ~ Ogilvy & Mather Singapore
Nov ’15 – Jul ‘16
Worked on regional through-the-line campaigns for Pond’s, a global beauty/skincare account. Other brands and projects include Huggies, Comfort and UPS.

Freelance Senior Copywriter ~ JWT Singapore
May ’14 – Nov ‘15
Currently working on through-the-line campaigns for FMCG brands 100PLUS, Pizza Hut, as well as social media campaigns for OISHI Green Tea and Coco Life. Other accounts handled include Friso (regional), HSBC, STB and Changi Airport.

Senior Copywriter ~ DDB Singapore
Freelance from Jun ’08 - Feb ’11 / Full-time from Feb ’11 – Apr ‘14
Conceptualized and wrote copy for StarHub, G2000, Robinsons, Health Promotion Board, Lipton and DBS (Development Bank of Singapore). Projects handled include print ads, TV scripts, outdoor and ambient ideas, direct mailers, as well as event and campaign ideas.

Freelance Copywriter ~ BBH Singapore
Mar ‘09
Worked on TV ideas for Surf laundry detergent, as well the re-branding campaign for NTUC Income (Insurance). 

Copywriter ~ TBWA\Tequila
Jul ’06 – Apr ‘08
Fully dedicated to the M1 account. Conceptualized and wrote copy for Direct Marketing Materials, Radio Ads, Product Launches and Print Advertisements for their various business units. Some of the campaigns include the M1 Sunrisers campaign, Christmas Retail Campaigns for 2006 and 2007, Chinese New Year Retail Campaign for 2007, launch of the Talk8 Card, M1 Shop online retail campaign.

Copywriter ~ MRM Worldwide
Apr ’02 – Jun ’06
Conceptualized creative CRM programmes for NESLAC and NESPRAY. Derived newsletter concept, researched content, wrote materials, and brainstormed for sales programme. Overall, was involved in the creation of relationship marketing and direct marketing materials, including brochures, mailers, rewards catalogues, point-of-sale materials, newsletters and magazines.

Accounts handled include:

·       UPS
·       Nestle - Neslac, Nespray, Nescafe
·       MasterCard
·       HSBC Credit Cards
·       Opel
·       United Overseas Bank
·       Lancôme
·       Chevrolet

Freelance Copywriter ~ Leo Burnett Advertising
Jul ’01 – Mar ’02
Conceptualized and wrote mostly above-the-line print communications. Accounts handled include:

·       SingTel
·       McDonalds
·       Star Cruises

Freelance Copywriter ~ Ogilvy RMG
Mar ’01 – Jul ‘01
Wrote direct marketing and relationship marketing copy for brochures and letters, as well as take-ones and product leaflets for the OUB account.

Copywriter ~ Batey Ads Singapore
Nov ’99 – Feb ‘01
Fully dedicated to the StarHub account. Was part of the team that launched the brand in April 2000. Worked on the StarHub Corporate Branding and Identity and produced concepts and wrote copy for StarHub’s below-the-line and B2B advertising materials, including the Corporate Customer Brochure, Corporate Information Kit, as well as B2C materials such as brochures and leaflets for their mobile and Internet solutions. Conceptualised PR ideas for the launch of the StarHub Lightship. Wrote Corporate Identity Manual, detailing brand specifications, logo usage, corporate colours, corporate literature system, etc. Conceptualised themes for events and trade shows, and translated concepts into creative invites.

Copywriter ~ McCann-Erickson Singapore
Sep ’97 – Oct ’99
Advertisements written ranged from recruitment to retail to product launches. Some of the accounts handled include:

·       Economic Development Board (print)
·       Singapore Civil Service (print & brochure)
·       Beaufort Sentosa (print & direct marketing)
·       Singapore Airlines - Priority Passengers Scheme
·       Jay Gees for Levi’s (print)
·       Toshiba Copiers & Business Telephone Systems
·       Simmons Beddings (print & direct marketing)
·       Tradewinds Tours & Travel (print & brochure) 

Education

Bachelor of Arts (Merit) - English Literature & Theatre Studies
National University of Singapore | Singapore Jul 1994 - Jun 1997
Majored in English Literature and Theatre Studies, with Minors in Sociology.

GCE 'A' Level
National Junior College | Singapore Jan 1992 - Dec 1993
Subjects taken include English Literature, Mathematics C and Economics.

GCE 'O' Level
Nanyang Girls' High School | Singapore Jan 1988 - Dec 1991
Subjects taken include English, Chinese, Physics, Chemistry, Mathematics, English Literature, and Geography.

PSLE
Raffles Girls' Primary School | Singapore Jan 1982 - Dec 1987
Subjects taken include English, Chinese, Mathematics and Science.