About Us – BBDO Singapore

We are an agency of creative thinkers, makers and mould-breakers who aim to solve problems in unique and powerful ways.

We are a tight-knit family from different backgrounds, countries, cultures and beliefs. But all with one thing in mind – making great creative work that works.

We believe diversity is one of the secrets to our success. Because when there is diversity, there is more lateral thinking, more possibilities and better creative ideas.

Creativity has the power to deliver growth, growth for our clients, growth for our people and growth for our business.

At BBDO Singapore, we believe that in the absence of great work, nothing else matters.

Anne Lee Head of Operations

Anne Lee is the Head of Operations at BBDO Singapore, responsible for managing the creative and production teams.

Anne is no stranger to the BBDO network, having returned following a 5 year stint at VMLY&R, where she was Content Producer handling film production, print production and activations (digital and on-ground).

Prior to VMLY&R, Anne was at BBDO Singapore for 13 years, managing the traffic, production and activation teams. The colour separation department was set-up by Anne to handle all in-house print ads.

During her tenure at both BBDO and VMLY&R, she has worked on local and international clients including Visa, Singtel, M1, Circle Line, TAFEP, Caltex, Mercedes, Land Rover, P&G, SilkAir, APB (Guinness & Tiger Beer).

Monica Hynds General Manager

Monica Hynds began her career 21 years ago in Jakarta working on clients such as Honda, Epson and Mandiri bank. In 2003, the agency moved her up to Singapore after a fantastic yearly review, to manage their biggest client, Mitsubishi Electric.

Having since called Singapore home, Monica has worked with several big network agencies such as Ogilvy Singapore (5 years) and J. Walter Thompson (4 years) before she was offered a role to be the head of agency at Spark44 Singapore, the sole creative agency for Jaguar Land Rover Asia Pacific for 3 years, working on end-to-end digital solutions for the 2 iconic brands.

Monica is most passionate about pushing boundaries to find the best solutions for brands to achieve their business objectives and at the same time increasing brand love amongst their fans and consumers.
Outside of work, you can find her running around the soccer field with her 3 boys aged 5, 9 and 11.

In 2020, Monica joined BBDO to lead the expansion of client services within the agency.

Tay Guan Hin Chief Creative Officer

Guan Hin is CCO of BBDO Singapore and a member of the Creative Council for BBDO Asia.

A renowned creative in the advertising industry. He founded TGH Collective, prior to which he was Regional CCO at J Walter Thompson and has worked with Shell, Johnson & Johnson, Abbott, P&G, HSBC, Unilever as well as other global brands.

Known for matching flawless execution with inspiring creative ideas, Guan Hin solves clients’ business challenges and increases market share, whilst staying true to the DNA of their brand. He has worked at agencies including JWT, Saatchi & Saatchi, and Leo Burnett and continues to evolve, delivering insightful creativity that builds on digital and innovative engagement increasing brand preference.

Guan Hin has been recognized for his work, receiving over 300 creative awards (international, regional and local). He was the first Asian in SEA to receive the honor to be the Cannes Lions, Jury President and he was also the first Asian to lead the prestigious global show, Design & Art Direction with Clio and has been jury president for Asian Effies and Adfest, D&AD Foreman and a One show Judge.

An advocate for the industry, Guan Hin regularly shares his experiences and knowledge as the keynote speaker at events, including, TEDx, Spikes Asia, AdStar, Adfest, Brand Magic Summit, One Show and Cannes Lions. He is also passionate about mentoring young creative talent, he not only founded the first student awards in Singapore, but he has also trained students at the One Show China and was recently invited to be a Mentor for One Show China Youth Creative Awards 2019.

Alan Chang Finance Director, BBDO Singapore

Alan Chang is Finance Director for BBDO based in Singapore. Alan joined BBDO in January 2013.

With experience spanning Australia and Singapore at agencies including Publicis and TBWA, Alan is an expert in keeping agency books well balanced. He has worked alongside senior management to service many big clients including Gillette, Baxter Healthcare and Lee Wah Bank (a subsidiary of UOB).

At BBDO, Alan oversees, drives and reports on performance and integrity of Financial, HR and IT operations within the agency, such as forecasting, treasury, working capital management, real estate, financial systems and risk management. In addition, Alan collaborates with Management and Account Leads on contract negotiations, job profitability and tracking efficiency in resource management to ensure growth and sustainability.

Alan graduated university with a Bachelor’s degree, majoring in Accounting and Economics.