Project Worldwide
Elevating Brand Experiences Across APAC through Human Insight and Cultural Intelligence.
A regional leadership role focused on aligning global brand systems with real human needs, behaviours, and cultural nuance across APAC.
Project’s agencies make things that inspire people to participate and act. With 2,200+ people in 46 offices, across 15 agencies with a deep bench of expertise spanning advertising, branding, design, e-commerce, brand experience, experiential, talent booking, PR, and social media.
Working across Google, IBM, Tencent and other major technology brands, my focus was simple: restore the human centre of large-scale brand ecosystems.
I helped teams interpret global strategy through lived human behaviours in each market—translating brand purpose into experiences that felt authentic in Singapore, meaningful in Tokyo, relevant in Shanghai, and useful in Sydney.
From product storytelling for Google to innovation narratives for IBM and ecosystem-level brand thinking for Tencent, my remit was to raise creative and strategic maturity across markets while ensuring the work respected local realities, not just global guidelines.
The result was a more consistent, culturally attuned, and human-centred experience of each brand across the region.
Credits: Project Worldwide portfolio of agencies includes ARGONAUT, DARKHORSE, Dig&Fish, George P. Johnson, G7 Entertainment Marketing, JUXT, Motive, Partners + Napier, Pitch, Praytell, Raumtechnik, School, Shoptology, Spinifex Group, and Wondersauce.