Sophie Chen
Jan 28, 2014

Edmund Choe: Focus on client solutions, not awards

CREATIVE PROFILE: Edmund Choe, the newly appointed CCO for TBWA Singapore and Southeast Asia, wants to build creative teams who chase ideas that work, rather than trophies.

Choe: “It’s always about the ideas”

TBWA Asia-Pacific has never had a regional creative for Southeast Asia before but the region’s increasing unity has changed that.

“We now see the need for having creative leadership here now due to Southeast Asia’s changing dynamics,” says Edmund Choe, who recently moved from Shanghai to the Lion City to take up his new post as chief creative officer of Singapore and Southeast Asia. 

While some have complained that the increasing...

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