While some likened launching a new brand to chasing after a runaway train, I sometimes like to think of it more like fixing a cocktail:

• Take all the ingredients needed
  (consumers’ insights, market positioning & pricing strategy)

• Mix it up a bit (outreach: digital, mobile, partnership)

• Take a sip to see if the proportion is right (Test EVERYTHING!)

 

When everything is PERFECT, present it to the world for all to see.

 

Of course there are much more needed, when launching a brand, but then again, I’m more of a Macallan on the rocks kind of guy.

Ready, Set, LAUNCH!

January 2013

Done Deeds.

 

When the government announced the go-ahead to develop integrated resorts in Singapore, I would never have imagined that I would play a pivotal role in scoping & bringing to life campaigns that have since been set as standards, both in the casino as well as around Resorts World Sentosa, Singapore’s premier gaming and entertainment destination.

What does Betty Boop, Marilyn Monroe, Beetlejuice, Shrek, red carpet openings and a private visit from Singapore’s then Minister Mentor have in common?

 

 

Me, as the Entertainment Lead producer for Universal Studios Singapore.

Historical LAUNCH Duex

January 2010

Historical LAUNCH 

December 2009

Global goes Local

Febuary 2009

100% MINI. 10)% Cool! 

December 2005

It All Started here...

> 2002

When you are bestowed the honour of re-launching one of the most ironic brand in the world, everything changes.

 

Hours become shorter as day and night melt into each other.

 

Every day is a party & every campaign delivers one hell of... 

 

A WICKED ADRENALIN RUSH.