About me
Philippines born, Singapore raised and spent the last 6 years in Shanghai, China - Frances has 14 years of advertising and communications experience under her belt having worked for agencies such as BBDO Singapore, TBWA\Shanghai and more recently, independent digital creative agency Fred & Farid Shanghai (FFSH). Most recently, she was the business lead for FFSH working on brands such as Hewlett Packard (Personal Computers), Pernod Ricard (Martell Cognacs, Havana Club & Absolut Vodka), Jaeger Le Coultre, Value Retail and Lacoste to name a few. In 2016, the Shanghai-based agency won AdAge International Agency of the Year.
Brands in her combined portfolio also include - Evian, Audi, Porsche, Guinness, SingTel, Gillette and Pepsico (CSDs) - covering Singapore, South East Asia, Greater China and selected European markets. Her expertise includes strategic brand building, agency management and ideas led communications across Film, Print, Retail, Digital/Social to mobile/online shopping.
Skills
- Integrated Marketing
- Advertising
- Strategy
- Digital Marketing
- Marketing Communications
- Marketing
- Creative Strategy
- FMCG
- B2B
- Online Advertising
- Digital Media
- Media Planning
- Brand Management
- Mobile Marketing
- Relationship Marketing
- Brand Architecture
- Creative Direction
- Account Management
- Direct Marketing
- Brand Development
- Interactive Marketing
- Fast-Moving Consumer...
Talent you might be interested in
Richard Kirshenbaum
Founder & Chief Executive Officer
NSG/SWAT
Tamara Ingram
Former Chairman
Wunderman Thompson
Bruno-Georges David
Président
Communication Sans Frontières
Joe Sciarrotta
USA CCO
Ogilvy & Mather, Chicago
Mark Lund
President McCann Worldgroup UK and Europe
McCann Worldgroup UK
Positions
Global Business Director
London, United Kingdom
July 2016 - Present (8 years 5 months)
Heading up the business in Shanghai across brands in the agency - developing creative ideas that create culture or just make us laugh. FFSH was awarded AdAge International Agency of the Year 2016.
Portfolio ranges from Porsche, Diesel, Martell, ABSOLUT Vodka, Havana Club, HP Personal Computers, The North Face, Lacoste, Anna Sui Fragrances and a stable of luxury and fashion brands.
Huge fan of FF#39;s Hijack philosophy where we garnered 400M views across 3 months for ETAM Paris...
Interactive mobile experiences permeated through social media like Lacoste's LT12 Collection launch that grew sales by 23%...
Branded content and occasion building campaigns for ABSOLUT in China...
Social media and digital activation with Jaeger Le Coultre that got everyone talking...
and being part of making HP relevant again to Chinese millennials.
Portfolio ranges from Porsche, Diesel, Martell, ABSOLUT Vodka, Havana Club, HP Personal Computers, The North Face, Lacoste, Anna Sui Fragrances and a stable of luxury and fashion brands.
Huge fan of FF#39;s Hijack philosophy where we garnered 400M views across 3 months for ETAM Paris...
Interactive mobile experiences permeated through social media like Lacoste's LT12 Collection launch that grew sales by 23%...
Branded content and occasion building campaigns for ABSOLUT in China...
Social media and digital activation with Jaeger Le Coultre that got everyone talking...
and being part of making HP relevant again to Chinese millennials.
Group Account Director
Shanghai, China
May 2012 - February 2014 (1 year 9 months)
Overseeing the Pernod Ricard Account Team in China, covering brand leadership on communications through the line - with a focus on Martell.
Successfully grew Martell Noblige brand with the launch of an integrated platform over last three years that helped capture No1 market share for Martell and sub-brand health metrics by more than 25%. Nominated for Effies Award in China in 2013 for Best Long Term Integrated Campaign.
Developed strategy and communications plan for Martell's multi-brand and long term meal occasion platform, Tao of Haute Cuisine, exclusive to China market.
Developed strategy and workshops for Project Luxe with Pernod Ricard China in the lead up to launching luxury signature brand, Le Cercle \ Zun Jing.
Part of TBWA\ Luxury Arts SH team to launch first white paper "Luxury with Soul" in collaboration with Rhizome Research Partners (October '13).
Successfully grew Martell Noblige brand with the launch of an integrated platform over last three years that helped capture No1 market share for Martell and sub-brand health metrics by more than 25%. Nominated for Effies Award in China in 2013 for Best Long Term Integrated Campaign.
Developed strategy and communications plan for Martell's multi-brand and long term meal occasion platform, Tao of Haute Cuisine, exclusive to China market.
Developed strategy and workshops for Project Luxe with Pernod Ricard China in the lead up to launching luxury signature brand, Le Cercle \ Zun Jing.
Part of TBWA\ Luxury Arts SH team to launch first white paper "Luxury with Soul" in collaboration with Rhizome Research Partners (October '13).
Senior Account Director
Shanghai, China
August 2010 - June 2012 (1 year 10 months)
Account lead on Martell under Pernod Ricard China covering communications for the full product range.
Led SingTel's Business Segment in Singapore. Also managed the Guinness (Diageo) brand across SE Asia.
Managed the digital and TTL activation of Guinness "Rise To The Top of the World" Consumer Engagement Campaign that won a Silver EFFIE 2011 Singapore
Managed the digital and TTL activation of Guinness "Rise To The Top of the World" Consumer Engagement Campaign that won a Silver EFFIE 2011 Singapore
Associate Account Director
BBDO Singapore
February 2008 - January 2010 (1 year 11 months)
Presided over Guinness’ recent brand repositioning campaign in Asia and SingTel’s SME communications platform (Aug 2009) that successfully accelerated business mobile subscriptions by 27%.
Led strategy development and brand identity for new confectionary brand Candylicious.
Led strategy development and brand identity for new confectionary brand Candylicious.
Managed Pepsi, Gillette, Drypers and Keppel; the launch of Gillette Fusion (2007) grew market share by 20% (nominated for EFFIE Singapore), the launch of Drypers Newborn (Sep 2007) captured 28% market share within 4 months (awarded Silver EFFIE Singapore).
Part of pitch team that won the Keppel Corporation Brand Communications Campaign in 2007
Project lead for property pitches between 2007 and 2008, of which we won the account for Keppel Ocean Towers launch
Part of pitch team that won the Keppel Corporation Brand Communications Campaign in 2007
Project lead for property pitches between 2007 and 2008, of which we won the account for Keppel Ocean Towers launch
Education
BA (Merit), Political Science and European Studies
1999 - 2002 (3 years)
