Project Description
I embarked on a 6-month internship at TBWA\Group Singapore as a brand management intern working on the Singapore Airlines account. During my time there, I’ve learned so much and was lucky to receive guidance from professionals in the industry.
About TBWA\Group Singapore:
TBWA\Group Singapore is part of a leading global advertising network that develops business-changing, culture-defining and award-winning ideas for brands. As the regional HQ for Asia, TBWA\Singapore manage a diverse portfolio of brands globally, regionally and locally that includes Singapore Airlines, Singapore Tourism Board, Standard Chartered, Manulife, IKEA, Spotify and Blackmores.
What I Did
As a brand management intern, I was part of the Singapore Airlines (global) account
My responsibilities:
• Involved in creative projects for Krisflyer - Loyalty Marketing (key portfolio), Brand Marketing and Cargo
• Notable Projects: Led the development of A350MH Brochure, HighFlyer Brochure and supported the team in rebranding of Krisflyer frequent flyer programme
• Wrote creative briefs and briefed Creatives independently on jobs
• Liaising with clients and managing their expectations
• Managed print and digital adaptations across various publications for Krisflyer and Cargo
• Tracked awards won by Singapore Airlines and it’s competitors
• Putting together timelines and presentation decks to share insights
• Aided in social listening by analyzing and reporting of sentiments using Sysomos
The Disruption Project
Other than my day-to-day responsibilities, I worked on a live brief for Standard Chartered Bank under the Disruption Project. For this project, we had to ideate and come up with disruptive ideas that was presented to the upper management and our colleagues.
Brief:
To put Standard Chartered debit/credit card at the top of their target audience’s mobile wallets
Key Insight:
Millennials might be digital natives but that does not mean that they are tech-savvy, this is just a stereotype
Big Idea:
Live up to your stereotype
Key Message:
Be proud of their millennial stereotypes and encourage them to live up to whatever stereotypes other have of them, in a positive way
Brief, Key Insight, Big Idea
Tactic 1: Social Posts
For all social posts, it’ll have a CTA (call to action) which is to find out more about mobile wallet.
For all social posts, it’ll have a CTA (call to action) which is to find out more about mobile wallet.
Tactic 2: Video Content
