I had the pleasure of visiting Singapore to one of my cherished clients of all time: The Halia. It’s surreal seeing their new establishment at Singapore’s historic Raffles Hotel as a fitting addition to their growing chain of restaurants (both … Read more
ONEseniors ‘Live Free’ Promotion
An Integrated Campaign
Reaching out to the senior demographic is always tricky simply because many fall into the trap of condescension and cliches of showing grey-haired folks in a less than empowered state or over-the-top Dame Edna-ish personas. With this simple campaign, we … Read more
ONEmobile
An Integrated Campaign
When the previous agency gets it wrong “on many levels”, the responsibility falls on us to salvage a job done badly and re-introduce the brand with as best as we can. Preserving the original intent of a dynamic and vibrant … Read more
Microsoft: Save Social Energy
Asia Campaign
The case study that details the scope and execution of a largely social media campaign for Microsoft’s (then) primary online products: Hotmail, Messenger and Skydrive. In this campaign, I led the Singapore team of Tonic International to win a … Read more
