Professional Expertise
08.2021 - till date
Integrated Creative Lead - Beat
The&Partnership Japan
Launched BAT Japan’s bespoke content studio - Beat Japan, overseeing creative direction of all digital brand experiences channels for glo, Velo & Vuse.
As part of the leadership team, I am responsible for a 25 person content studio of digital/social and other specialists, helping build, lead and mentor the team while evolving and implementing Design Systems & Brand Guidelines to bring consistency across all consumer touchpoints and projects with external design studios, ad agencies, and production companies.
09.2018 - 03.2021
Head of Creative
Geometry Ogilvy Japan
Leading a 32-strong creative team for its biggest account, British American Tobacco Japan, looking after total brand, activation, digital & social, across multiple brands and products, partnering with account, strategy, business leads and most importantly the clients for a 360 ecosystem solution.
A few proud campaigns I’ve led in this role :
- Launch of Glo Hyper : Japan, where tobacco & high tech innovation go hand in hand, it’s communication somehow has always been very offline focused. Thanks to Covid-19 we took our biggest threat and turned it into an opportunity and launched Glo Hyper, digitally and socially focused, making this into a hugely successful launch, creating an entire digital eco-system we barely had.
- Launch of Glo Sens : Even though Japan is a bright tobacco market, where tobacco comms are legal, when it comes to launching new products? Typical - Product Launch Party, Retail, 1-2-1... All just product led. In a market saturated with around 16 tobacco product, inorder to launch another one, Glo Sens, a fusion tobacco product, we decided to not do one. Instead we launched an unbranded brand to launch it, which celebrated and lived the culture our audience loves and let that culture define the brand to them.
07.2015 - 04.2018
Regional Associate Creative Director
Grey Singapore
Led and guided the creative team as well as the digital team on all integrated campaigns done within Grey as well as with partner agencies on campaigns intended for ASEAN, ANZ, India & China.
Expertly led the art team to provide innovative concepts, photo art direction. Seamlessly coordinated and oversaw all shoots from TVCs to Prints, from a creative POV. Supervised all post-production jobs to ensure Global Pantene Beauty Standards.
The most effective digital focused campaigns that I led in this role, created for both ASEAN and China, were:
Pantene VS Boeing 767 — a larger-than-life hair torture test using the biggest 'blow dryer' in the world.
Pantene VS UV — another incredible torture test shot at the 'hottest and most UV concentrated place in the world'
12.2010 - 06.2015
Regional Senior Art Director
Grey Malaysia
Led the launch of Pantene Asia's biggest innovation - Pantene 3 Minute Miracle Conditioner. The campaign was a phenomenon, that now the same work is replicated and adapted globally. This was the first time any asian Pantene campaign was globally rolled out successfully.
Conceptualised and implemented Pantene’s biggest marketing campaign in ANZ for 2014 : Featuring 4 real consumers specially for digital media which spread across the net. The campaign raised brand recognition by 24% and sales went double in the first 3 months.
Led the team and developed Pantene's new product launch for ASEAN, India & ANZ : Featuring 12 celebrities in 24 individual TV ads supported with print/magazine/BTL/ Shoppers activity & channel marketing increasing 12% sales across region.
Led from concept to creation of Pantene’s drive for its Conditioner category spanning: India, ASEAN.Led Pantene’s Olympic Campaign for Korea & ANZ markets ft. Y. J. Son, (Korean Olympic Gymnast) & Emily Seebohm (Australian Olympic Swimmer).
Worked on Global Pantene Concept Generation for Haircare Advertisements, a GREY initiative for P&G.
05.2005 - 11.2010
Creative Group Head
Grey Bangladesh
Conceptualised and designed the re-branding of GMG Airlines, Bangladesh’s largest private airline, starting from its new logo to entire fleet livery designs.
Acted as lead creative for all creative communication and brand development issues for Apollo Hospitals Dhaka.
Headed the complete rebranding, re-structuring and creative development for Ascent Group.
Designed entire product packs to communication: ACI Freedom Sanitary Napkins,: ACI Savlon Soaps & Shower Gels.
Orchestrated and won the country’s biggest pitch for Augere Wireless Broadband Bangladesh Ltd.
Directed the development of all communications for John Player Gold Leaf’s (JPGL) ‘Limited Edition Pack Campaign’ : TASTE OF THE WORLD.
Headed all communications for JPGL‘s ‘Limited Edition Pack and Product Campaign’ : BLENDERS CHOICE.
Conceptualised JPGL’s first activity platform, creating : DESTINATION X
Headed and created numerous other service and product communiation for:
Nokia,
Pantene,
Spa Mineral Water
Horlicks,
Boost
Benson & Hedges,
Dunhill.
12.2002 - 04.2005
Senior Art Director
Interspeed Advertising BD Ltd. (Former Associate of O&M Ltd.)
Was in-charge of set design, music, advertisements, promotion and arranging fashion shows, corporate events, product launches, brand related events, etc. Designed brochures, posters, tickets and various
communication and merchandising elements for events.
Some of the clients I have worked for:
- Colgate Palmolive
- Bacardi Martini
- Bhawanipur College
- Biskfarm
- NIFD
Professional Education Qualification
1997-1999 - Advanced Diploma in Multimedia, Arena Multimedia
1999-2000 - Certificate Course in Multimedia, Research Engineers
2000-2001 - Certificate Course on GERBER Suite Systems