Profile: The waking of a sleeping giant

Mabel Tay is applying all her marketing nous to SingTel to revamp its image from staid to sexy. You know Singapore Telecom (SingTel) had to be serious about changing and revitalising its image when it took on seven-year Motorola veteran Mabel Tay as its director of corporate brand marketing. This is a woman who signed up to learn how to spin like a DJ, rollerblades and mountain-bikes, all because she firmly believes that to understand your core market, you have to be part of it.