Hi, I’m Emma, a copy-based senior creative from Singapore. I recently parted ways with GOODSTUPH Singapore, where I was the most chaotic Creative Group Head. Somehow, they still trusted me to mentor and manage younger creatives and navigate the bridge between integrated advertising and social media. Along the way, I started seeing the world—and ideas—through a more social lens, and that’s how I became one of those “hybrid creatives” people talk about.

My ex-CEO at VML once called me a “culture-creating asset,” which I like to think is a nod to the fact that I bring a healthy dose of restlessness and adventure to everything I do. And I’m pretty good at sparking that same energy in my teams.

I’m easily excitable, especially by a challenge. I joined Cheil when I heard they were struggling to win flagship pitches, and sold myself by promising to land a big win before the year was out. Sure enough, we scored two.

At JWT, I was handed the Singapore Bicentennial account - serious government work; required a writer extremely well-versed in history; tough, academic clients - all fantastic writers themselves, and a boss who used to head the National Library Board. They liked me and my work enough to add me on Facebook. 

I’ve had plenty of other memorable experiences that have shaped who I am today - basically an overgrown child with a permanent sense of wonder. 

Oh, and I’m also a decent drummer. I was part of a Guinness World Record-holding percussion group, I’ve studied ethnic percussion across several countries, and I’ve performed in North Korea - twice.