Is Poly Education For Your Child?

Poly Education
In 2009, I was asked to conceptualise and manage a campaign to promote Ngee Ann Polytechnic’s Parenting Seminar.

Entitled “Is Poly Education For Your Child?”, this campaign included print advertisements in local newspapers, radio spots, electronic direct mailers and online advertising on local news portals such as and A handbook for parents and a direct mailer to invite them to the event were also produced.

I managed this entire campaign from budgeting to copywriting to media strategy. Click on the links to view:

“Expect The Xtraordinary” Ngee Ann Poly 2011/2012 Ad Campaign

While working for Ngee Ann Polytechnic’s Corporate Communications Department, I was tasked with managing the polytechnic’s yearly advertising campaign. Ngee Ann Poly is a publicly-funded institute of higher-learning in Singapore with a student population of approximately 15,500. As such, the objectives of these campaigns were to inform prospective students — students leaving secondary school having completed their GCSE “O” Levels at the age of 16 or 17 — of the benefits of further education at Ngee Ann Poly and to boost enrolment.

For the first two years, we left the creatives of this campaign to advertising agencies. My job was to manage the agencies by helping them understand our brand messaging, balance the budget, fine-tune media strategies, and gain internal approval from key decision-makers.

For the 2011/2012 campaign, we decided to go in another direction. We decided to create the campaign ourselves.

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Retail Campaigns For Frasers Centrepoint Malls


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These are just some of the many retail campaigns I have conceptualised for Frasers Centrepoint Malls, one of the largest owners and operators of shopping malls in Singapore. These include The Centrepoint, Waterway Point, Changi City Point, Northpoint, Bedok Point, Anchorpoint, Robertson Walk, Valley Point and more.

For these campaigns, we work with the individual marketing departments of each mall and begin with a creative concept (as seen in the slideshow above). These creative concepts are then adapted to other collaterals such as press ads, direct mailers and in-mall items. Each job also requires me to write copy  for planned activities as well as edit dining and shopping offers.

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