Strategy Lead - Brand & Creative Strategy
CANON
I led a creative transformation project for Canon to establish the brand as relevant to a younger generation. I oversaw the complete strategic workstream and grew account revenue alongside the Managing Director.
Craft # 1
BUSINESS GOALS
INSIGHT
Increase market share of video cameras among Australians under 30.
New perspectives, new life.
PROBLEM
BRAND ADV
Younger Aussies social media behaviour may seem detrimental, but they’re simply looking for a new perspective to learn from.
Canon believes in the greater good of the group (Kyosei).
STRATEGY
Canon serves as a portal for younger Aussies to discover new perspectives and grow together.
CREATIVE THOUGHT-STARTERS
METHODOLOGY
Triangulated research with an emphasis on social listening and internal employee culture development. Key tasks included C-suite client workshops, desk research, and both quantitative and qualitative research.
INCOME INSURANCE
Strategy Lead - CX Strategy
I refreshed the CX strategy for Singapore’s largest and oldest insurance company.
Craft #2
Reframe Income insurance as the cornerstone for longevity and resilience through personalisation.
My approach was informed by qualitative and quantitative research, including interviews, workshops, CRM data, and industry reports.
STRATEGIC OUTPUT
Insurance feels as invisible as accumulating wealth.
BUSINESS GOALS
Reduce call centre volume + prime customers for upsell promoted in the future.
STRATEGY
INSIGHT
METHODOLOGY
The strategic output was a customer journey map tailored to audience segments; emphasising different content pending their age, their product, their loyalty status and their life goals. Strategist - Brand and Creative Strategy
APPLE
I contributed cultural research to creative developments as part of the founding Australian strategy team for TBWA\MAL.
Craft # 3
STRATEGY
METHODOLOGY
Position Apple as the brand that makes all-in lifestyles effortless, with durability, battery life, and superior health features as the ultimate upgrade triggers.
Social listening, trend reports, quantitative data and qualitative findings.
INSIGHT
BUSINESS GOALS
Aussies want a worry-free life but an all-in lifestyle.
Reduce the iPhone upgrade cycle to 2 years and cement Apple Watch as the ultimate health companion for Aussies.
CREATIVE WORK
DUREX
Strategy Lead - Creative Strategy & pitching
Durex has a penetration problem in South-East-Asia (SEA), with nearly 74% lower usage rate than Australia.
Craft # 4
Increase sales. The condom market penetration rate was really low due to significant cultural barriers.
BUSINESS GOALS
PROBLEM
Purchasing condoms is an act of rebellion.
STRATEGY
Rebellion is the best foreplay.
We found that younger people In SEA find condoms as an act of Respect. Progressiveness. Safety. Care. Love. All of which were HOT to females. INSIGHT
Ask Gen Z in SEA to see buying condoms as foreplay and make the act of rebellion ironic as condoms is seemingly playing it safe but in reality, it’s rebelling.
CREATIVE THOUGHT-STARTERS
METHODOLOGY
I led the research, think-tanks, interviews, ethnography research and quant analysis.