Tommy Singapore names new creative director

Tommy Singapore has appointed Pearlyn Ong (pictured) as its new creative director, marking a continued push for bold, social-first campaigns in the region.

Ong joins from Lazada, where she led creative for the beauty vertical across Southeast Asia. Her portfolio spans eCommerce, health, government, and tech, focusing on campaigns that scale quickly while still resonating locally. She also held the role of creative director at Grey. 

At Tommy, Ong will oversee creative strategy and output, bringing her sharp eye for campaigns that combine originality with commercial results.

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Speaking to MARKETING-INTERACTIVE, Ong said the work at Tommy drew her in.

“I’ve always gravitated toward ideas that are smart, well-crafted, and don’t take themselves too seriously — and that’s exactly what I saw in Tommy. There's a sense of creative mischief in the work, but also real clarity in how it delivers for clients. That balance is hard to find, and I wanted to be part of it.”

Her previous experience across brands, platforms, and categories—from eCommerce giants to government health campaigns—has shaped a leadership style grounded in clarity, collaboration, and pragmatism. That diverse background taught her to work comfortably at both speed and scale while creating campaigns that feel locally relevant yet distinctive. Ong added: 

What I take away from all of it: Lead with clarity, collaborate hard, and don’t fall in love with your own idea too early.

Ong described her creative philosophy simply: “Make it clear, make it feel something, and make it work. I’m not precious about format or platform — I care more about the intent behind the idea, and whether it actually lands. The best creative ideas should feel inevitable.”

Looking ahead, she hopes to bring “a bit of creative sharpness and strategic simplicity” to Tommy Singapore, producing work that is smart, charming, and true to brand.

Ong hopes to position the Singapore studio as a go-to team for campaigns that both earn client trust and make creatives proud. She aims for work that resonates beyond awards, delivering ideas that are sharp, unexpected, and genuinely effective—all while keeping the process enjoyable.

Guo-You Chew, managing director of Tommy APAC said, "Stoke to welcome Ong to the Tommy family. Her great track record and wealth of experience across so many different categories will be a massive asset to our creative department. I'm confident she'll inspire the creatives to strive to not settle for normal." 

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