Chief Strategy Officer, TBWA\Singapore & Southeast Asia
Robin is an award-winning strategist with over 25 years of experience in developing disruptive brand, marketing and creative communications strategies for many leading corporations.
He began his advertising career working on Rover Cars and Sony in the UK, before moving to Asia in 1991 to join the highly regarded Ball Partnership in Singapore. In 1993 he moved to Leo Burnett and became an alumni of their school of planning. Then, in 1998, Robin joined the fledgling TBWA in Singapore, becoming its first Strategic Planning Director in 1999.
He has been responsible for the marketing strategies of many key clients, including Visa, BMW, Caltex, DBS Bank, adidas, Corona and both Sony’s consumer electronics and TV networks, in addition to soap brand Cussons, a portfolio of brands for Merck, including Seven Seas, Sangobion and Neurobion, and Lion’s Systema toothpaste. Robin has also served as the global strategic leader for Standard Chartered Bank for 12 years and Singapore Airlines for ten.
Now, as Chief Strategy Officer, Robin leads a multi-disciplinary group of strategists across one of the world’s most dynamic and exciting regions and is responsible for the implementation of Disruption across this footprint.
Robin is a member of the agency’s management team and his commitment to building the region’s best integrated agency has seen it grow to one of the most successful centers of excellence in the TBWA network.