Associate Creative Director,
Ideator, English & BM Creative Writer
Malay Communications Specialist
CV
Professional Summary
My working experience extends beyond advertising. An avid sports person trained in a sports school, I later qualified as a lawyer but advertising found me. And I was happy to immerse myself in the art of communication. In between, I also had the priceless experience of managing an art gallery (I still help to curate art shows during my free time). I am a people person, love to take the LRT, participate in my kid’s school as well as our community activities. This helps me keep a finger on the pulse of society. Working in advertising makes me realise how easy it is to take my culture for granted. Infusing cultural insights and experience helps give my work depth and meaning.
Skills
Writing Campaign Ideation Branding
Crafting Local & Cultural Insights
Creative Team Management
Work Experience
November 2018 - May 2020
Senior Copywriter Bahasa, JWT Malaysia
Joining JWT Malaysia gives me the opportunity to fulfil my desire to work on local brands that speak directly to the increasingly important Malay target market. It is very gratifying to be a part of the team that handles Safi by Wipro Unza. From female skin care to personal care, we enhance the bond between the masses and a brand that has a special place in their hearts. This is the first time I have focused on a local brand that has a strong presence in the local market. What is most interesting is that my communication and ideation has the room to be expressed in a more colloquial and grassroots tonality; which is quite refreshing for me after years of working with international brands.
March 2013 - October 2018
Senior Copywriter Bahasa, Publicis Groupe Malaysia
After managing an art gallery for almost two years, I decided to come back to advertising. And it was Publicis Malaysia that opened its door to me. I had the opportunity to work with mostly FMCGs accounts namely NESCAFE, MAGGI, Nestum, 100PLUS, Lactacyd, Drypers and Garnier. I too, for the first time had the chance to work on automobile accounts namely Audi and PROTON. Some of these accounts require Malay insights and approach which I managed to work on a few campaigns that were developed first in Bahasa Malaysia. NESCAFE holds a special place in my heart as I helped the team to bring back brand love amongst the Malay consumers. We worked closely with the clients to develop Pagi Itu Rezeki campaign which is a territory that NESCAFE wants to own (morning part of the day that is). This campaign resonates well with consumers as it sits well with their cultural belief and faith.
June 2011 - February 2013
Art Gallery Manager, Galeri Chandan
Managing the art business is an art in itself. I was not only managing the local art show (which is once a month mind you) but also coordinating traveling shows within the region. Never thought I could pull it off, but I did and loved it.
My job scope extends across a broad spectrum of responsibilities; conceptualisation of art shows, ensuring the cost of producing the show stays within approved budget, marketing and promotion, coordinating art shows in Indonesia and Singapore, media coverage, scout for talents and everything that comes in between. Assisted by a business development executive, an over-qualified gallery executive and a gallery assistant, our team members complement each other. The challenges are rarely predictable, hence never a dull moment in managing an art gallery.
June 2006 - May 2011
Copywriter, Grey KL
I was a copywriter specialising in Bahasa Malaysia communications for Grey for five years. My responsibilities include conceptualisation, branding and writing for print ads, TV and radio scripts as well as below-the-line mediums. I attend and supervise TV shoots and radio recordings that are produced in BM. This job has honed me to work within tight deadlines and to think on my feet. I must say that I do enjoy the adrenalin rush, creative thinking and writing process. Credit to my legal training, I have an analytical and critical mind, which has helped me in delivering my work on-time every time. It is very satisfying to see what you imagined in your head and shared with your team 2 months earlier, come ‘alive’. A natural team player, wife, mother of two energizerboys, daughter and daughter-in-law juggling between roles is a challenge that I undertake to fulfil every day.
July 2005 - April 2006
Pupil in Chambers, Zain & Co.
Before I was persuaded to join the `dark side’, I completed my pupilage at Zain & Co. under the supervision of Mr. Samuel Hong Soo Choon; it was the best nine months ever. I was exposed to litigation and corporate legal work. I had the chance to appear before magistrates numerous times (civil and criminal open court), for mention, plea in mitigation, bail and also remand applications. And I was also trusted by the firm to appear before Judicial Commissioner in Chambers for mention. And of course, I was given the opportunity to learn (the usual) how to write a proper legal opinion, due diligence, research and also legal translations. The highlight of my week was my participation in the Dock Brief programme run by the KL Legal Aid Centre, a pro-bonolegal services for those who can’t afford a legal representation. The experience gained is priceless.
Few months in 2004
Freelance BM Copywriter, Euro RSCG KL
This was my first break into advertising. I was called in to assist the agency with BM copywriting as at that point of time they had two heavyweight accounts, Maybank and Hotlink, which required extensive BM communication. Their BM writer was swamped. So here I came along, with only an outsiders’ knowledge of what exactly is advertising but I jumped straight into it. I was assigned to writing, translating and proof-reading print ads, radio scripts, leaflets, booklets and user manuals. Within a month I learnt and understood what the big picture of advertising and I very much enjoyed it (and the pay).
Work Experience
May 2023 - Present
Associate Creative Director, Ogilvy
I joined Ogilvy to enhance my creative portfolio, and I've found exactly that here. My leadership role at VML has proven valuable, and I am now the creative lead for multiple accounts, including Petron, Maybank Islamic, Softlan, Kimberly-Clark, and The Coca-Cola Company. I am in charge of delivering high-quality creative work and partnering with clients to find the best creative solutions. I must say it's quite a challenge as I am stepping out of my comfort zone. While Bahasa is my forte, I am expected to focus on creative ideas as well as to write and conceptualise in English. Nevertheless, I am glad that I took the plunge as I am pushing my own boundaries and am happy with the results.
May 2020 - Present
Creative Group Head, VML
While I was perfectly happy in Wunderman Thompson (previously known as JWT)
Geometry (now VML Y&R Commerce) made an offer I can't resist; to be part of the team that is handling oil and gas account, Shell specifically. It's an account that I have always been curious about. The account is fast paced, quick turn-around, needs a lot of thinking and insight behind it, very satisfying indeed. Over the years, my portfolio has extended to PROTON, Lotus's and I am currently overseeing the KFC account as well. My role has evolved; on top of ideating and crafting creative works, I am managing the dynamic of the creative team and mentoring the writers. I must admit that is something I enjoy doing, getting people together to work towards achieving the same goal. I was part of the team that won the TM 2022 and Lotus's festive campaign pitch, Carsome and PROTON brand pitch.
November 2018 - May 2020
Senior Copywriter Bahasa, JWT Malaysia
Joining JWT Malaysia gives me the opportunity to fulfil my desire to work on local brands that speak directly to the increasingly important Malay target market. It is very gratifying to be a part of the team that handles Safi by Wipro Unza. From female skin care to personal care, we enhance the bond between the masses and a brand that has a special place in their hearts. This is the first time I have focused on a local brand that has a strong presence in the local market. What is most interesting is that my communication and ideation has the room to be expressed in a more colloquial and grassroots tonality; which is quite refreshing for me after years of working with international brands.
March 2013 - October 2018
Senior Copywriter Bahasa, Publicis Groupe Malaysia
After managing an art gallery for almost two years, I decided to come back to advertising. And it was Publicis Malaysia that opened its door to me. I had the opportunity to work with mostly FMCGs accounts namely NESCAFE, MAGGI, Nestum, 100PLUS, Lactacyd, Drypers and Garnier. I too, for the first time had the chance to work on automobile accounts namely Audi and PROTON. Some of these accounts require Malay insights and approach which I managed to work on a few campaigns that were developed first in Bahasa Malaysia. NESCAFE holds a special place in my heart as I helped the team to bring back brand love amongst the Malay consumers. We worked closely with the clients to develop Pagi Itu Rezeki campaign which is a territory that NESCAFE wants to own (morning part of the day that is). This campaign resonates well with consumers as it sits well with their cultural belief and faith.
June 2011 - February 2013
Art Gallery Manager, Galeri Chandan
Managing the art business is an art in itself. I was not only managing the local art show (which is once a month mind you) but also coordinating traveling shows within the region. Never thought I could pull it off, but I did and loved it.
My job scope extends across a broad spectrum of responsibilities; conceptualisation of art shows, ensuring the cost of producing the show stays within approved budget, marketing and promotion, coordinating art shows in Indonesia and Singapore, media coverage, scout for talents and everything that comes in between. Assisted by a business development executive, an over-qualified gallery executive and a gallery assistant, our team members complement each other. The challenges are rarely predictable, hence never a dull moment in managing an art gallery.
June 2006 - May 2011
Copywriter, Grey KL
I was a copywriter specialising in Bahasa Malaysia communications for Grey for five years. My responsibilities include conceptualisation, branding and writing for print ads, TV and radio scripts as well as below-the-line mediums. I attend and supervise TV shoots and radio recordings that are produced in BM. This job has honed me to work within tight deadlines and to think on my feet. I must say that I do enjoy the adrenalin rush, creative thinking and writing process. Credit to my legal training, I have an analytical and critical mind, which has helped me in delivering my work on-time every time. It is very satisfying to see what you imagined in your head and shared with your team 2 months earlier, come ‘alive’. A natural team player, wife, mother of two energizerboys, daughter and daughter-in-law juggling between roles is a challenge that I undertake to fulfil every day.
July 2005 - April 2006
Pupil in Chambers, Zain & Co.
Before I was persuaded to join the `dark side’, I completed my pupilage at Zain & Co. under the supervision of Mr. Samuel Hong Soo Choon; it was the best nine months ever. I was exposed to litigation and corporate legal work. I had the chance to appear before magistrates numerous times (civil and criminal open court), for mention, plea in mitigation, bail and also remand applications. And I was also trusted by the firm to appear before Judicial Commissioner in Chambers for mention. And of course, I was given the opportunity to learn (the usual) how to write a proper legal opinion, due diligence, research and also legal translations. The highlight of my week was my participation in the Dock Brief programme run by the KL Legal Aid Centre, a pro-bonolegal services for those who can’t afford a legal representation. The experience gained is priceless.
Few months in 2004
Freelance BM Copywriter, Euro RSCG KL
This was my first break into advertising. I was called in to assist the agency with BM copywriting as at that point of time they had two heavyweight accounts, Maybank and Hotlink, which required extensive BM communication. Their BM writer was swamped. So here I came along, with only an outsiders’ knowledge of what exactly is advertising but I jumped straight into it. I was assigned to writing, translating and proof-reading print ads, radio scripts, leaflets, booklets and user manuals. Within a month I learnt and understood what the big picture of advertising and I very much enjoyed it (and the pay).
