DSTNCT names new director for creative and content strategy

Integrated creative agency DSTNCT has appointed Benjamin Lee (pictured), also known as Mr Miyagi in the influencer community, as its new director for creative and content strategy. Lee will be responsible for business development and content strategy for clients and will work alongside DSTNCT’s executive creative director, Cheah Wei Chun as well as account directors Chloe Lim and Alexandria Yeo. He will report to agency MD and founder Matthew Zeng.

A veteran of the communications industry, Lee brings with him over 20 years of experience. He has held leadership positions across different industries and is known for writing for the likes of local celebrities Hossan Leong and Kumar.

Previously, Lee worked as a chief storyteller at Telling Stories. He was also the director of The Minejima Company, a brand focused on durable and fun items for kids and adults. An experienced marketer, Lee was also creative director at Protocol as well as creative director of both GEN X SINGAPORE and UNMASTERED. 

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In 2016, Lee also spent four years at Tango5, an agency launched by DDB which specialises in championing social impact. The agency was jointly led by Lee who was its social media creative director at the time, Josiah Ng, its content and experiential marketing consultant and strategist Koo Ze-hou. 

In his new role, Lee will be instrumental in helping DSTNCT evolve its integrated creative offering, in order to meet the diverse and complex communications needs of the agency’s clients.

“We are thrilled to welcome Lee to the DSTNCT team,” said Zeng. “His vast experience and deep creative pockets will be invaluable in furthering DSTNCT’s growth and development. His appointment is a testament to our commitment to providing the highest standard of integrated creative consultancy for our clients and I am fully confident that Lee will help advance DSTNCT’s ambition of becoming one of Singapore top homegrown agencies.”

Commenting on his appointment, Lee said that he first took notice of DSTNCT as a bright upstart when he went head-to-head with them on certain pitches that they eventually won.

"I spoke to the founders and was pleasantly surprised by the unconventional approach they take with communications – a deep focus on understanding the human psyche and marrying that with incisive creative insights. I am really excited to get going and join the management in their vision of building an agency for the next gen.”

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