I-VAN, A HYPHENATE

CREATIVE - STRATEGIC EXPERIENCE

I-van is a highly analytical and creative individual who holds a degree in Psychology with cum laude honors. He has a passion for both behavioral and marketing-related insights, and he uses them to guide both his strategic and creative directions.

He takes a proactive approach to strategy and established the Alignment Meeting in his business units at McCann, where he personally fine-tunes and provides sign-off on strategies for maximum impact.

At Grey, I-van spearheaded the creation of the groundbreaking 1P Narrative—a strategic beacon that illuminated the path forward for both his team and clients, deftly bridging the void left by the absence of strategic planners.

DIGITAL - EXPERIENTIAL - INTEGRATED EXPERTISE

I-van started out in tri-media, activation, packaging, shopper marketing, direct mail, and ethical communications. He has also done events, staging and fashion show direction, and magazine creative direction early in his career. He holds a diploma from The Interior Design Institue, Singapore, enabling him to bridge the gap between online & offline messaging and consumer experience.

In recent years, he has had extensive online experience: SEO optimization, website maintenance & creation, app development, social content planning & execution, digital analytics, e-commerce optimization, YT Adwords, etc.

Among his digital projects, most noteworthy are the following: social campaigns that hit 1M views in less than a day, one of which won a finalist award in Cannes Lions; a mobile-based learning tool for people with no physical access to educational establishments; and, last but not least, an out-of-the-box hair torture demo using an airplane’s turbine that was supported by a massive amplification in China.

FAHION - BEAUTY - LIFESTYLE ECLAT

I-van seamlessly juggled his advertising job with the role of Creative Director for fashion shows and a prominent fashion and beauty magazine. His extensive background and vast network in fashion and youth culture cemented his reputation as a master of crafting lifestyle- and luxury-oriented communications and designs.

During his leadership at McCann's Beauty Group, he orchestrated outstanding campaigns, leaving an enduring impact on local beauty advertising. His notable achievements encompassed the groundbreaking launch of L'Oréal Paris TR5, a disruptive force in the industry, and an innovative, fashion-inspired integrated campaign for Nestle Non-Fat Milk that defied traditional advertising conventions.

LOCAL - REGIONAL - GLOBAL EXPOSURE

I-van has successfully led Grey Group’s Global Business Unit twice: first in Kuala Lumpur and once again when the hub moved to in Grey Group Indonesia, handling P&G’s Pantene business in some of its biggest markets.

In his role in Saatchi & Saatchi Singapore, he immersed himself in SEA regional accounts like Head & Shoulders, Rejoice, Olay and others. On top of that, he was also creative lead for the global group handling Safeguard.

He is able to transcend the boundaries of geography, culture, and language in creating successful campaigns for his clients. Recently, he collaborated closely with a multi-national team to tailor campaigns for Amazon Prime Videos and Google in major SEA markets.