June 2016 - at Present

    Shanghai Shi

    BRANDIMAGE - Inspires Brands - we are an award winning global corporate branding and marketing design agency that creates meaningful branding for company across China and APAC. Our strategists, designers and marketers work holistically to architect and design enduring meaning for brands for Corporate, Training, Reports, ONLINE / OFFLINE /ECOMMERCE content development. • 18 staff in BRANDIMAGE & 20 staff in SCHAWK STUDIO • Turnaround BRANDIMAGE from red to black • Client mix of 50% International & 50% Local Brand • Clients – Air France, Club Med, Hotel INDIGO, LVMH, ACCOR • New Business Win - Saputo Australia, Milbon Japan, TransFar Group, Alibaba China, FBIF (Strategic Visual Partner) • Evolved the agency into a boutique operation offering IMC & Digital content creation & production • SCHAWK STUDIO - Nike Global Ecommerce Content / Nike China TMall / TARGET USA Hypermarket - HOME & Footwear


    at SAATCHI & SAATCHI Shanghai

    August 2011 - March 2015

    Shanghai Shi

    • Head a team of 28 people – Account Service / Strategist / Planner • Annual Sales Revenue for 2015 at US$ 6.8million • Clients – Pernod Ricard China (Chivas), Sands Cotai Macao, HSBC • New Business Win – PUMA Digital, Sinho China, Buick • Lead IMC plan & activation Pernod Ricard China – Chivas is worth RMB 8 million retainer fee per year. Successfully launch the PRC - Chivas Collective from Concept development on brand platform, working with International Artists as Curator: Wong Kar Wai – Film Director - Hong Kong Chai Kang Yong – Popular TV Host / Writer - Taiwan Tony Chamber – Wallpaper Magazine Editor – London Le Baron – 2 x Famous Home Party Host / Club owner – Paris Phillip Lim – Fashion Designer – New York Lead the pitch against 4 agency and won the Chivas digital business for Saatchi Lab worth RMB 4 million retainer fee per year Buick Lead the IMC for 2015/2016 Buick Master Brand Expression for China

  • Business Director

    at Y&R Shanghai (WPP network transfer from Ogilvy)

    June 2009 - June 2011

    Shanghai Shi

    • Lead a team of 13 people • Clients – Bacardi Asia Pacific, Starbucks, Virgin Atlantic Airline, DELL, Hitachi Corporate • Report to MD • Drive IMC & lead day to day operations Bacardi Successfully negotiated the 2010 & 2011 retainer contract against SOW. Revenue for the 2010 exceeded Agency forecast by 20% with subsequent incremental fees and territorial expansion to include creative work for Bacardi Hong Kong. Business lead for all strategic alignment, integration, creative output and revenue realization across Y&R Brands Starbucks Successfully launched and grown revenue contribution for each quarter by 12% 1. Spring Season - Tea Launch 2. Summer Season - Summer Campaign – Magic Black 3. Autumn Season - Mid – Autumn Campaign Business/Team leader for all strategic alignment, integration with Media and creative development. Lead all Digital Initiative, assist Agenda to secure Starbucks retainer account for China.

  • Business Director

    at Ogilvy Shanghai, China

    July 2007 - May 2009

    Shanghai Shi

    • Lead an Account team of 10 people • Clients – Rolex, Tudor, Kraft, JALA Beauty China • Report to MD – Michael Lee Rolex Business lead for Ogilvy One. Completed 30% of the digital recommendation via 15% budget shifted from traditional advertising budget. The shift from traditional media to Digital media improve the business growth within the next 4 months. Brand health tracking improve by 1.8%. Kraft – TANG Increase Q1 2009 revenue by 60% via POSM, in-store activation, trade marketing & digital communication for kids & moms. Budget for digital communication increase by 20% based on total communication budget. Partnership with the Global and China Kraft clients to introduce a hybrid format for the Low-Income Consumer Segment in China to increase penetration as well as to provide another value alternative for the low income consumers – 6 months consumer research studies in major low incomes cities with research house and global clients.

  • Business Director

    at DDB Singapore

    August 2005 - June 2007


    • 1 of 8 people that Starhub must take onboard in order for DDB to win the Pitch when BATEY walk away from the Pitch process. • Lead the Account team of 15 people working on Starhub • Report to CEO - David Tang • Handle Master Brand and Strategic Content Experiences

  • Group Account Director

    at BATEY ADS Singapore

    May 2000 - July 2005


    • Lead a team of 15 Account Service • Work on StarHub Master Brand, StarHub Mobile, StarHub Business • Report to MD - Nick Marrett On the side , lead the “Batey Express” retail ad department for SINGAPORE AIRLINES - 2004 to 200


  • BBA

    at RMIT

    1989 - 1992 (3 years) State of Western Australia


  • Chinese Negotiation

  • English Negotiation

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