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R É S U M É
KelvinEmmanuel NgBrand Strategy &Creative Director
+65 9 686 5714
sg.linkedin.com/in/kelemmanuel
NATIONALITYSingaporean
DOB17/11/1973
EXPERIENCE16 years
2003 - Present
ACACIA DESIGN CONSULTANTSBrand Strategy & Creative Director, Co-founder
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+ Professional Skills+ What sets me apart
+ Employment
SOFTWARE
Word
PowerPoint
Excel
Photoshop
Illustrator
InDesign
Muse / Web
SOCIAL
Wordpress
Behance
Proficiencylo hi
Brand Strategy& Architecture
CreativeDirection
MarketingCorporateIdentitySystems
Project Management
Packaging
I have successfully traversed the entrepreneurial route this past decade, co-founding and leading a Brand Consultancy that was recently voted Local Hero Brand Agency of the Year Finalist 2014.
My successes to date can be traced to a rare combination - of Business degree from NUS and top student honours from Raffles Design Institute - that has afforded me an uncanny ability to deliver creative solutions from a strategic marketing perspective.
In today's hyper-competitive landscape, Acacia is one of a few agencies with a multi-cultural team that integrates strategy, creativity and technology with a top-down point-of-view - guided by a holistic process that contributes to businesses' bottom lines.
I started the company from scratch, passionately nurturing it into the Local Hero Brand Agency of the Year 2014 Finalist that it is today.
Through a little better than a decade I recruited, managed, led, nurtured & inspired a cross-functional team of design, account management and marketing talents, with at least 10 colleagues reporting directly to me.
Driven by my passion for the work (and relentless business development), sales increased year on year even through the Financial Crisis of 2008. All the while, I tirelessly developed and fine-tuned the Agency's Brand Strategy and Creative Methodology, training and upgrading the skills of both the Creative and Account Management teams.
This tenacity has led us to engage Fortune 500 companies as well as local SME start-ups at all levels - from CEOs, academics, specialists to entrepreneurs. In spite of this diversity, our methodology allowed us to harness the synergy among their teams to deliver branding & marketing campaigns that successfully:
• Delivered record sales/sales turn-around regionally• Established market leadership• Re-positioned foreign listed corporations, MNCs & SMEs• Re-branded businesses for local and overseas growth• Launched start-ups
Not bad for a decade of doing what I love doing, starting from scratch. It has certainly been enriching serving as branding and marketing counsel to (probably) hundreds of organisations, all with their own peculiar brand of boardroom culture.
And throughout, I found the time and satisfaction to deliver seminars from Cambodia to Madrid, facilitate design clinics, get certified as an Practising Management Consultant, mentor youths & entrepreneurs, and of course judge at and win a couple of awards.
01/03
R É S U M É
KelvinEmmanuel NgBrand Strategy &Creative Director
+65 9 686 5714
sg.linkedin.com/in/kelemmanuel
NATIONALITYSingaporean
DOB17/11/1973
EXPERIENCE16 years
2000 - 2003
ADDISON DESIGN CONSULTANTSDesigner
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+ Honours & Awards+ Employment
Addison was a WPP agency with an International and high profiled portfolio. The consultancy specialises in Branding through Brand Architecture Design, Brand Visibility Research, Identity Systems, Packaging, Corporate Publication and Retail Systems Design. I report directly to the CEO/Creative Director and work with the design team as well as the client to produce creative results within the design objectives.
Little did I know this gig would inspire me to lead my very own agency later on, kicking off a decade of record highs. But make no mistake, Addison was high octane. I account manage, schedule, prepare the creative platform, conceptualise designs, copy write, make creative presentations and art direct as well as site supervise components of projects that I oversee.
Key Accomplishments:
I was the top producing Creative that developed the highest proportion of client shortlisted concepts during my stint, helping drive the creative standard.
I also (volunteered to) embark on a dual track career path, which provided the agency with the value add of a Creative that was also an effective Account Manager and Marketer - a synergy that enabled us to successfully retain and manage complex, international accounts such as Bayer.
1997 - 1998
YAMAKAWA (NOW JFC)Business Development Executive Officer
Yamakawa (a Kikkoman company) is a leading distributor and retailer of a diverse range of Fast Moving Consumer Goods.
My key responsibilities included business development, marketing, brand and retail management. I report directly to the Managing Director and work closely with the General Manager and managers of all departments.
Key Accomplishments:
Championed, spearheaded and managed Yamakawa's very first retail branch with full ownership of P&L, enabling it grow into the chain it is today. This diversified the company's revenue stream which subsequently factored in the buyout by Kikkoman.
Identified new trends, specifically in the healthy flavoured water market, providing Yamakawa the opportunity to capitalise on capturing a growing market segment early in the game.
Strengthened the brand management of their best selling confectionery brand Smint, extending its product range, brand awareness and market share in Singapore, setting the stage for the brand to remain relevant and thrive under Yamakawa's portfolio.
EXCELLENCE IN BRAND STRATEGYMarketing Magazine2014
LOCAL HERO BRAND AGENCY OF THE YEARMarketing Magazine2014
JUDGE, SINGAPORE PRESTIGE BRAND AWARDSAssociation of Small and Medium Enterprises2013
MARKETING EXCELLENCE AWARD - PACKAGINGMarketing Magazine2012
SINGAPORE STAR AWARDSingapore Manufacturers Federation2002, 2004, 2005, 2007, 2008, 2012
ADDITIONAL HONOURS & AWARDS
Spirit of Enterprise NomineeMentor for Start-Up@SingaporePanelist for National Youth Council'sYoung Changemakers Grant (NUSS-YOG)
+ Selected Client List
02/03
FOOD & BEVERAGE• Asia Pacific Breweries• Brunei Halal• Danone• F&N• Kraft• San Miguel/Pure Foods/Magnolia• Yeo Hiap Seng
HEALTH & NUTRITION• Abbott• Dumex• Eu Yan Sang• Nature’s Farm
HOME & PERSONAL CARE• Bayer• Dairy Farm• Energizer• Gatsby• Lion Corporation Japan• Pigeon• Summer’s Eve• Tiger Balm
TOBACCO• China International Duty Free• JET/Hero• Perilly’s
TRANSPORT• CityCab/DelGro Corporation • LTA• Total Lubricants
CONSTRUCTION & PROPERTY• Raffles Quay Asset Management• Raimondi Cranes • Tanah Sutera• United Overseas Land/United Square.
FINANCE & SERVICES• Bumiputra-Commerce Bank• HSBC• Watabe Wedding
EDUCATION• Knowledge Universe• National Institute of Education
GOVERNMENT• Ministry of Law• SPRING Singapore/PSB
TECHNOLOGY• Agilent• AMD• EZ-link• Fuji Xerox• PayPal• Western Digital
R É S U M É
KelvinEmmanuel NgBrand Strategy &Creative Director
+65 9 686 5714
sg.linkedin.com/in/kelemmanuel
NATIONALITYSingaporean
DOB17/11/1973
EXPERIENCE16 years
1999- 2000
LASALLE INTERNATIONAL (NOW RDI) Diploma in Computer GraphicsAward for Academic Excellence - Top Student Award
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+ Testimonials+ Education
+ Certifications
+ Hobbies
Distinctions in Design Principles, Survey of Art, Typography, Colour for Designers, Packaging Design, Advertising Design, Photography, Publication Design, Editorial Illustration, Rendering, Advanced Layout & Production
1994 - 1997
NATIONAL UNIVERSITY OF SINGAPOREBachelor of Business Administration (Marketing)Graduated with Merit
Distinction in Consumer Behaviour
Distinction in General Paper
Guitar, Ukulele, Travelling, Running,
1990 - 1991
CATHOLIC JUNIOR COLLEGEA LevelsBusiness/Commerce
PRACTISING MANAGEMENT CONSULTANTSingapore Business Advisors and Consultants Council
CONDUCT MARKET RESEARCHSingapore Media Academy / Work Skills Qualification
MASTERCLASS IN SERVICE DESIGNDesign Singapore Council / Copenhagen Institute of Interaction Design
SCOPE IPIntellectual Property Office of Singapore
SALES TRAINING PROGRAMSales Development Programs Pte Ltd
03/03
Kelvin provided deep strategic insight in terms of positioning the brand, as well as creativity in brand activation initiatives surrounding the brand, allowing it to quickly endear itself to the Singapore audience.
Watabe Wedding has successfully launched itself in Singapore, with the brand being prominently featured in various Media. Watabe Wedding has been seeing increasing enquiries while customers & patrons have been complimenting Watabe on its visual Branding.
Koichiro Toyama, Director
Watabe Wedding (Leading Public Listed Wedding Company in Japan)
Kelvin helped to develop a brand from scratch, one that has met with increasing loyalty from the target market. The brand strategy has allowed the brand to differentiate itself from competitors and peers while communicating its relevance effectively to the audience.
The brand has received strong overseas franchising interest from hospitality operators and seasoned franchisees. In fact it will launch in Paris in May 2015. Meanwhile, back at home, major supermarkets already have the brand launched permanently into their outlets.
Alan Phua, Co-founder
Soyato (Local Singaporean Start-up)
With his vast experience in brand management, Kelvin is always delivering design solutions that have a balance between creativity and practicality. He’s constantly inspiring our team to explore beyond our limitations, to fully maximise our potential. He is definitely one of the few bosses that I have worked with that is generous with sharing his knowledge and expertise.
Jocelyn Ho, Senior Brand Manager
Moet Hennesy Diageo(Ex-colleague)
