I'm Mich
Freelance senior Copywriter / ACD
Freelance senior Copywriter / ACD
Over 12 years of experience in creative work, starting in ATL to leading in digital creative teams. Well versed in pitches, campaigns, content and social for automobile, beauty, baby, hospitality, telco, tech and finance brands.
Expertise
Concept, Creative direction, Copywriting, Content writing, Scriptwriting, Presentation, ATL-digital-social campaigns, Activation
HIGHlights
Team player: Worked in over 20 offices from agencies, to media companies, to in-house brand departments.
Leader: Regional creative lead for a client-creative team that won best marketer-agency partnership.
Plus: Hybrid copywriter trained in design, integrated experience includes 10 years in social content.
Awarded at Creative Circle Awards, Campaign Brief Asia Awards, IAS, Spikes Asia. Represented Singapore in ADFEST LOTUS and Cannes Lions creative competitions.
EXPERIENCE
Freelance Copywriter / ACD 2017 – current
Concept, strategy and writing for various agencies and brands. Scope includes ideation, decks and roll-out of ATL and digital campaigns. Collected experience:
WPP Group - CD, 3 months
EssenceMediacom - ACD, 4 months
DDB - Senior Copywriter, 10 months
Publicis - Senior Copywriter, 10 months
WeAreSocial - Senior Copywriter, 9 months
TBWA - Senior Copywriter, 7 months
Leo Burnett - Senior Copywriter, 4 months
72andSunny - Senior Copywriter, 3 months
Ogilvy - Senior Copywriter, 3 months
Hogarth - Copywriter, 5 years 9 months (part-time)
Toaster - Copywriter, 6 months
Other agencies include BLKJ, R/GA, Tribal Worldwide, Blippar, Wunderman Thompson. Local agencies include Tangent, FreshlyGround. In-house brand teams include Grab, Shell, Terrascope, Wing Joo Loong.
Regional Digital Creative Lead / Senior Creative
iris Singapore 2015 – 2017
Regional creative lead for an in-house agency. Led creatives, community managers and production to produce social campaigns and activations. The setup was awarded Best Agency-Marketer Partnership at Campaign AMP Awards 2015.
Copywriter
Publicis Singapore 2014 – 2015
Concept, strategy and writing for advertising campaigns for Audi, Lancôme, Garnier, Under Armour, Citibank and Sanofi. Awarded at Young Creatives Competition and represented Singapore in Cannes Young Lions.
Copywriter
BBDO Singapore 2011 – 2014
Concept, strategy and writing for advertising campaigns for Singtel, Johnson’s baby, Mercedes-Benz, P&G and Guinness. Awarded Young Copywriter of the Year at the Creative Circle Awards and represented Singapore in ADFEST Young Lotus.
EDUCATION
BA (Hons) in English, Nanyang Technological University
Diploma in Creative Media Design. Singapore Polytechnic