BBH bolsters SG team with double promotions

BBH Singapore has promoted Xander Lee to group creative director and Stephanie Gwee to associate creative director. In his new role, Lee leads the creative duties for Riot Games in Southeast Asia, and for League of Legends: Wild Rift globally, his LinkedIn stated. Lee was most recently creative director at the agency for four years, working with brands such as Nike, YouTube, Marvel, Netflix, Samsung and Uber.

According to Lee's LinkedIn, he previously worked at Ogilvy for close to nine and a half years, before stepping down as creative director in October 2017. During his time there, he worked with brands such as Allianz, Singtel, MCCY, Google, Nestle, Coca-Cola and American Express.

Meanwhile, Gwee was formerly a senior copywriter at BBH Singapore for over six years, her LinkedIn stated. During that time, she launched BBH Barn, a diversity-driven internship programme that employed talent from non-advertising backgrounds to bring fresh perspectives in creative work, as well as Nike Women Instazine, a sports magazine built for social media to inspire pre-teen girls to do sports.

According to her LinkedIn, Gwee also executed a partnership with Unsplash to address female stereotypes in stock media. Additionally, Gwee was part of the team that relaunched Absolut vodka in 25 global markets from Singapore, and introduced a responsibility platform for the brand that got it to acknowledge its role in topics such as drunken sexual assault.

Prior to joining BBH Singapore, Gwee was a copywriter at Saatchi & Saatchi, where she worked with brands such as Scoot, Lexus, Toyota, Cadbury and Lenovo. According to her LinkedIn, she also previously worked in editorial and agency-related roles at McCann, Tatler, The Straits Times and Mediacorp. MARKETING-INTERACTIVE has reached out for comment.

Founded in 1982, BBH currently has offices in Singapore, China, India, Stockholm, London, New York and Los Angeles. In Singapore, some of the brands the agency worked with include Tiger, Jollibee, Red Bull, CapitaLand, NTUC Income and NTUC First Campus.

BBH Singapore ended its tender with Sentosa Development Corporation in August this year, after working on Sentosa's creative and digital account since 2018. During this period, the agency created several memorable campaigns with Sentosa, including Sentosa Crossing, a digital reimagination of Sentosa island in the popular Nintendo Switch game, Animal Crossing: New Horizons. It even held a virtual wedding for a Singaporean couple for the virtual island last June. The team also worked with Sentosa create Zoom backgrounds showcasing Sentosa's beaches, attraction sites such as the Madame Tussauds museum, as well as its iconic beach club, spicing up consumers' work meetings.

BBH Singapore's final campaign for Sentosa, "Make Time for More Holidays", aimed to get Singaporeans to venture into the undiscovered side of Sentosa. This was a sequel to last year's "Make Time for a Holiday" campaign which highlighted the importance of taking a break. 

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