Tribal SG elevates creative group head Dawn Yang to associate creative director

Tribal Worldwide Singapore has promoted creative group head Dawn Yang (pictured) the role of associate creative director, effective immediately. She joined Tribal in 2008 as part of the agency's founding team. She then rose through the ranks as a copywriter who was fluent in both English and Mandarin.

The agency said Yang is "the driving force" behind several of its key clients, including the Ministry of Health, the National Youth Council, the Ministry of Social and Family Development, and Gardens by the Bay. After she joined in 2008, Tribal said it won 15 out of the 17 accounts it pitched over the next two years, including DBS Singapore, Uniqlo Singapore, Changi Airport Group and Australian Tourism Board.

In addition to being a driving force behind its clients, Yang also was also responsible for bringing the Pioneer Generation Package TV series in vernacular dialect to life for the Ministry of Communications and Information. Meanwhile over the past year, Yang participated in DDB Worldwide's annual Phyllis Project, helping women transition into leadership roles across the network. Prior to joining Tribal, she co-founded an all-girls competitive esports team named Team Asterisk and eventually grew it into a regional organisation with sponsorships from brands such as Razer, Lenovo and SteelSeries.

"Thanks to the Phyllis Project, I am now connected to a larger network of female leaders from every continent. It is heartening to be part of a company that champions diversity and values every individual for their strengths and contributions," Yang said.

Meanwhile, ECD Benson Toh said he is very excited to see Yang's combination of creative and tech skills create new experiences for clients, especially in the dynamic youth and gaming sectors - her particular areas of expertise.

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