“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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“PlusPoint” Magazine for Frasers Centrepoint Malls

 

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Series of retail magazines produced for Frasers Centrepoint — one of the largest owners and operators of shopping malls in Singapore. Each issue centred around the current shopping season (be it Christmas or Chinese New Year) and covered fashion, beauty, food and lifestyle trends.

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Stop The Spread

Stop The SpreadStory on sexually transmitted infections for Lifewise Magazine. Writing this one was interesting just because I had to call up the DSC Clinic to find out some information on their opening hours. You get a good sense of how taboo this topic still is in Singapore, even to someone like myself, that I felt a tiny bit uncomfortable doing so. This was written for the Nov/Dec 2012 issue of Lifewise – a publication of the National Healthcare Group and produced by Mediacorp Customised Publishing. Click on the link to view the full article: Stop The Spread.

Body Reconstruction

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Story on how prosthetics and orthotics specialists can help rebuild the lives of patients – both mentally and physically. This was written for Lifewise Magazine, a publication of the National Healthcare Group and produced by Mediacorp Customised Publishing. Nov/Dec 2012 issue.

Click on link to view full PDF: A New Charge.

Editorials for Ngee Ann Poly

Ngee Ann Polytechnic is a publicly-funded institute of higher learning in Singapore with a student population of about 15,500. From 2007 – 2011, I worked in their Corporate Communications Department and managed their advertising and branding campaigns.

One aspect of these campaigns — which included both ATL and BTL initiatives ranging from print advertisements to online and outdoor media — were monthly editorials in local teen magazines. These are just two of the many editorials we ran (and which I wrote). Both were published in Teenage Magazine. Click on the links to view the full files:

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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