A Singaporean with more than 15 years of 4A agency experience, including Y&R Asia-Pacific as regional creative director and BBDO Shanghai as creative director, Soh has worked on MNC accounts including Singapore Airlines, Mercedes-Benz, Coca-Cola, Guinness and Canon.
“Many local and international challenger brands have become quite sophisticated now, but if you are a number two, three or four brand in China, it is very difficult to overtake the number one brand. One of my challenges is to help these brands create a strong communications strategy to do so,” said Soh.
