LOW YH
SENIOR CREATIVE
Summary
UNCONVENTIONAL, UNDAUNTED AND UNBORING. A MULTIDISCIPLINARY CREATIVE WITH A WEALTH OF EXPERIENCE IN B2C AND B2B COMMUNICATION ACROSS A MYRIAD OF INDUSTRIES. ALWAYS OPEN TO LEARNING AND LEADING.
Overview
20
20
years of professional experience
2
2
Languages
Work History
Freelance Senior Copywriter
Publicis Groupe
03.2025 - 07.2025
- Worked on campaigns for McDonald’s (including the iconic McSpicy burger), Singtel, and Sensodyne.
Freelance Creative
Dentsu Creative
07.2024 - 12.2024
- Co-creator of key campaign for Ministry of Health
- Pushed new boundaries with 3 film scripts for Ministry of National Development
- Contributed to pitch wins for IMDA Singapore and Prudential
Freelance Creative
Dentsu Creative
02.2024 - 04.2024
- Contributed to pitches including Intel and SUPER coffee.
Freelance Creative
TBWA Worldwide
07.2023 - 12.2023
- Key member of the pitch teams that won Adidas Asia-Pacific and NTUC Fairprice account (in Q1 2023)
Senior Creative
Wunderman Thompson
04.2023 - 06.2023
- Developed work for the Xbox Game Pass campaign for Southeast Asia
- Helped launch the HSBC TravelOne card in Singapore
Freelance Creative
TBWA Worldwide
08.2022 - 03.2023
- Worked mostly on Singapore Airlines where I jointly created the social post with the highest engagement rate (over 55K likes)
Creative
Across the Pond
04.2022 - 06.2022
- Ideation and copy for Christian Louboutin Beauty and Google
Creative
DDB Worldwide
01.2021 - 04.2022
- Spearheaded campaigns for BMW Singapore, IMDA (Infocomm Media Development Authority), EMA (Energy Market Authority) and selected MCCY (Ministry of Culture, Community and Youth) films
Creative Director and Partner
BREED
02.2019 - 01.2021
- Won the NVPC (National Volunteer and Philanthropy Centre) account with a campaign that took home a bronze at Markies Awards 2020 for most effective use
- Secured projects from Citibank including the launch of their regional toolkit
- Our film for Texas Chicken became a viral hit with almost 400K views
- Other clients include Grab Holdings, Singapore Tourism Board and CapitaLand Group
Senior Creative
Dentsu
01.2016 - 08.2018
- Pitched and retained the LTA (Land Transport Authority of Singapore) account
- Picked up a bronze for Press Lotus at ADFEST 2019 for our Unspoken Truth campaign
- Copy lead for the successful WOG (Whole of Government) creative tender in 2018
- Developed campaigns for Canon Asia-Pacific, Uniqlo, Toyota, Sentosa, Zespri Kiwi, Prudential, Subway and Pringles
Creative
JWT
03.2016 - 12.2016
- Developed work for Singapore Tourism Board, Changi Airport Group, Kit Kat, Treasury Wine Estates, Bayer, F&N (Fraser and Neave) and Friso
Creative
Isobar
06.2015 - 03.2016
- Created campaigns for PayPal, OCBC Bank and a website for Van Cleef and Arpels
Senior Copywriter
DDB Worldwide
01.2014 - 05.2015
- Pitched and retained the SIM (Singapore Institute of Management) account as copy lead
- Developed campaigns for DBS Bank and POSB
Senior Copywriter
McCann Worldgroup
01.2011 - 12.2013
- Won the launch of Dolce Gusto for Nescafe as copy lead
- Developed campaigns for Mastercard Asia-Pacific, OCBC Bank, Johnson and Johnson (Acuvue), L'Oreal and Wyeth Nutrition
Freelance Creative
Grey Group
11.2010 - 12.2010
- Ideation and copy for ESPN, Qatar Airways, KFC and Wildlife Reserves
Senior Copywriter
Ace Daytons Communications
01.2006 - 10.2010
- Led and won pitches including the launch of Circle Line for LTA (Land Transport Authority of Singapore) and Adult Sexual Health campaign for Health Promotion Board
- Creative lead for Maybank, Sheraton Towers Hotel and HDB (Housing Development Board of Singapore)
Education
Bachelor of Arts - Film And Literature
University of Warwick
UK 04.2001 -
Skills
- CREATIVE DIRECTION
- COPYWRITING
- UX WRITING
Websites
Additional Information
- Helped to launch Uplyrn, an Edu-Tech start-up, providing creative direction on brand architecture, logo design and copywriting
- Provided copywriting and consultancy services for Quadmark, a global creative training and consultancy
- Projects include: Go-to-market playbook for Adidas and Reebok Asia-Pacific, training playbooks for Tata Communications
Timeline
Freelance Senior Copywriter
Publicis Groupe
03.2025 - 07.2025
Freelance Creative
Dentsu Creative
07.2024 - 12.2024
Freelance Creative
Dentsu Creative
02.2024 - 04.2024
Freelance Creative
TBWA Worldwide
07.2023 - 12.2023
Senior Creative
Wunderman Thompson
04.2023 - 06.2023
Freelance Creative
TBWA Worldwide
08.2022 - 03.2023
Creative
Across the Pond
04.2022 - 06.2022
Creative
DDB Worldwide
01.2021 - 04.2022
Creative Director and Partner
BREED
02.2019 - 01.2021
Creative
JWT
03.2016 - 12.2016
Senior Creative
Dentsu
01.2016 - 08.2018
Creative
Isobar
06.2015 - 03.2016
Senior Copywriter
DDB Worldwide
01.2014 - 05.2015
Senior Copywriter
McCann Worldgroup
01.2011 - 12.2013
Freelance Creative
Grey Group
11.2010 - 12.2010
Senior Copywriter
Ace Daytons Communications
01.2006 - 10.2010
Bachelor of Arts - Film And Literature
University of Warwick
04.2001 -
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