A strategy-led integrated creative agency, antics@play is founded on the belief of creating new realities for brands and the lives they touch. As managing director, Winnie is both adept at developing global brand strategies for cross-border MNCs as well as deriving stellar business results for SMEs.• Steered company from start-up to profit driving within first year of operations• Won and grew accounts including 3M, evian, Acuvue, Kimberly-Clark, Essilor, evian, Meiji, Ascendas-Singbridge, MCI, IDA, Wine Culture, Schroders, AMEX, Nanyang Optical, Swarovski, Thailand Tourism Authority, Timezone• Accolades (latest) 2021 Marketing Excellence Awards: Excellence in Brand Strategy (Gold), in Influencer / KOL Marketing (Bronze), in Brand Strategy (Bronze) Digital Impact Awards: Best Use of Online Video (Gold) (Silver), Best Digital Communication as Part of an Integrated Campaign (Silver)(Bronze), Best Use of Digital in the Financial Services Sector (Silver) (Bronze), Best Use of Digital in the Technology, Media and Telecommunications Sector (Gold) MARKIES Awards: Most Effective Use – Content (Gold), Video (Silver), Creative Agency of the Year (Finalist), Integrated Marketing Agency of the Year (Finalist) Creative Circle Awards (GONG): Film & Branded Content Gongs – Best use of influencers (Finalist) 2020 Marketing Excellence Awards: Excellence in Sponsorship Activation (Silver), in Launch Marketing (Bronze) Agency of the Year Awards: Integrated Marketing(Finalist), Brand & Design Consultancy(Finalist), Boutique Agency(Finalist)• Developed company digital systems and tools, HR compensation and talent management programs and policies and other developmental initiatives• Developed proprietary PLAY methodologies & suite of strategic ideation tools• Build global partnerships with other like-minded agencies for implementation of overseas work

Tasked with digitalising marketing of Dubai World and development of brand and marketing strategies of key developments.• Oversaw 4 marketing teams across regions• Drove brand strategies and marketing plans for eco-city developments; Arabian Canal (Saudi), Halong Bay (Vietnam), Qing Dao (China), Epicentrum (Indonesia) and Puteri Harbour (Malaysia). • Spending half the time in Dubai, double-hatted as Global head of digital strategy and advised regional teams on digital plans and drove knowledge within organisation• As spokesperson, Winnie worked closely with local goverments and development partners. Asia Pacific offices were closed in late 2009 due to Dubai’s financing difficulties.

Drove brand and creative strategy for Uniquely Singapore brand. Oversaw 4 departments of ~25 people and A&P activities of 29 cities worldwide, with budget over S$500 million.• Penetrated key media channels (Hollywood, Bollywood, CCTV), securing ‘product placement’ of Singapore in films, MTVs and major entertainment shows globally• Conducted global customer insights research and re-segment potential travellers• Developed global digital blueprint for Uniquely Singapore brand • Council member of NMAC (National Marketing Action Committee) for Singapore• Member, Singapore Retailers Branding Commitee

(Promoted from Snr Manager in Mar 2005)Grew business growth from 4 to 17 markets within 3 yearsOversaw branding and marketing across 17 markets in Asia Pacific and Middle East.• New global brand direction increased awareness by 35% from 2004-2005 alone• Developed PR programs profiling CEO & VP, delivered strong share-of-ink• Identified and drove sponsorship and CSR platforms. CNN corporate testimonial content increase leads in Australia by 35%. Built global partnerships with Aegis, BMW-Sauber and England Rugby• Developed central creatives for all markets. The “mini” campaign won advertising accolades internationally• Drove consumer insights through research and developed segmented and customised CRM programs, improving customer satisfaction index by 8% YoY• Spearheaded trade partnerships with Microsoft, Intel, OEMs, sharing high-level business intelligence sharing business strategies

(Promoted from Consumer Marketing Manager in Apr 2003)(Promoted from Senior Executive in Sep 2001)Pioneering brand team that launched StarHub in Singapore. Retail Marketing and Communications- Led a team in planning retail advertising and promotions for over 250 retail outlets. Branding and Product Management- co-developed new positionings for products and VASes, enabling incremental sales of 20%.- Led MMS phone sales campaign. Sales increased 40% over 3 months.Customer Retention Management- Developed guidelines for customers touch points, including service policies.- Partnered Accenture in customer segmentation study, and obtained improved customer insights, including Customer Lifetime Value assessments.- Designed and executed marketing activities to increase ARPU in various customer segments and control customer churn.Marketing Partnerships- Through successful and innovative partnerships, built up strong and wide marketing contacts across various industries – including entertainment, FMCG, fashion, fragrance, hospitality and healthcare.

- Managed ~80 MNC accounts in the banking and financial industries. Clients included Credit Suisse, Citibank, PriceWaterhouseCoopers and Mitsui Group- Consistently achieved monthly sales exceeding $150,000 (~115% of target)www.canon.com.sg

(promoted from Marcom executive in Apr 1999)Drive all brand & marcoms support for Creative audio cards. Oversee usability testings and other consumer research.

Quantitative researcher on TV and radio consumption habits