Executive Creative Director, TBWA\Asia Emerging Markets
Malaysian-born Edmund began in the advertising industry at ADCOM & GREY in Singapore. He then worked at Batey Ads and Ogilvy & Mather, before starting a long and illustrious era at Saatchi & Saatchi.
His first nine years at Saatchi & Saatchi were spent in Singapore in the 90’s – the agency’s ‘Golden Era’ – where in 1997, the agency won the acclaimed Advertising Age ‘Agency of the Year’ title.
Edmund moved to Kuala Lumpur in 2000 to take on the Executive Creative Director role and rebuild an agency that had been badly affected by the 1997 Asian financial crisis. During his time there, the agency won ‘Agency of the Year’ four times. In 2005, Edmund was made ECD of the Indonesia office as well, which subsequently won Indonesia’s ‘Agency of the Year.’
In 2008, Edmund took on the Regional ECD role for Greater China and was made a member of Saatchi & Saatchi’s Worldwide Creative Board. In the following years, his team picked up numerous awards, including three Cannes Lions for their biggest client, P&G.
In May 2011, he joined TBWA\Greater China as Co-President and Head of Creative. In less than two years, Edmund helped to grow the agency into the fifth largest operation within TBWA’s network. The agency saw 220% growth in 2013 alone.
Edmund is one of the most awarded creative directors in Asia, having won many regional and international awards including 18 Cannes Lions. He regularly participates on juries at major award shows, including the Cannes Lions, Spikes Asia, International Andy’s and Effie Awards.