The Challenge

From ideas to relationships.
Today’s CMO must master an increasingly tangled and interdependent ecosystem of technologies, capabilities, channels, campaigns and teams … and still find time for some creativity and innovation. How can a media company such as TribalDDB help forward-thinking marketing leaders address today’s demands for growth and better CX?

My Approach

Nurture creative ecosystems.
As an unofficial chief architect I explored how Tribal DDB Singapore could rapidly power up internal capabilities and leverage the strength of its agency network to form teams of the right talent and capabilities to tame our clients' CX complexities while fueling innovation, creativity and impact across its marketing technology and partner ecosystem.

The Outcome

The power to move.
TribalDDB Singapore now offers 6 consulting practices to help businesses grow in the digital and experience economy. Branded as "Total Experience™ (TX)", it combines Data Science, Customer Experience (CX), Technology Engineering and Creative & Social Content. And established a partnership with Credera, an Omnicom consulting company, for business transformation.

Top Skills

Design Thinking • UX Research • UX Design and Strategy • Customer Experience Transformation • Design Leadership • CX Strategy • Omnichannel Design & Strategy

Main Clients

Government: JTC Jurong Townhall Council • MOH Ministry of Health • CSA Cyber Security Agency • National Parks
Commerce: iShop Changi
Automotive: Audi • Volkswagen
Entertainment: Viu Singapore
Energy/Chemicals: Exxon Mobil

Key Results 2022

• Marketing Interactive Awards: Viu Singapore Gold – Best Engagement Strategy. Gold – Best Online Experience. Gold – Best Use of Gamification. Gold – Best Use of UI/UX Design. Gold – Best Loyalty Programme (Launch/Re-launch). Silver – Best Customer Experience

• Established the CX strategy and framework for Exxon Mobil SEA