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Wong Mei Wai’s AGA expands team, adds on brand design specialists

APAC Global Advisory (AGA), a consultancy started by former Aspial business director Wong Mei Wai (pictured second from right), has made several appointments to bolster the business. This includes Leeyau Chun Chuan, See Pin Pin and Lim Wen Bin, who are all concurrently working at Pinch. They take on the role of co-creation satellites in a bid to help brand businesses to unlock the potential of branded business through change.

Leeyau (pictured far right), who takes on the role of co-creation satellite, design, experiential and retail specialist, brings over 25 years of experience in the design industry. Prior to AGA, he designed and led design accounts for a diverse sector such as fast moving consumer goods, retail, electronic and manufacturing. Brands that Leeyau has worked with include Lenovo, Singapore Post, Lactalis and MSIG.

See (pictured second from left) has over 28 years of experience in advertising and creative agencies, as well as expertise in effective brand design and communication. Over the years, she has worked with clients in both the public and corporate sector for both B2B and B2C segments. Some notable brands under her account include Philips Lightings, Pokka Ice Tea and Aspial among others. Her role will see her covering the design and packaging function.

Meanwhile, Lim (pictured far left) has over a decade of experience working across publishing, advertising, brand communications and event management sectors. Brands that Lim has worked with includes Singapore Post, Evian, Fullerton Bay Hotel and Singapore Bullion Market Association among others. His role will cover the design and creative functions.

The appointment follows AGA’s introduction of a new business approach, to further the launch of its change marketing arm. According to the press release, the new approach will differ from the existing traditional agency and consultancy model, offering “best-in-class” specialist partners to deliver bespoke end-to-end or targeted solutions in branding, design and retail experience among others.

Co-creation satellites are chosen by the company’s founder and chief change catalyst, Wong Mei Wai from industries of their expertise, based on their strong quality of work and value-added to AGA clients. Together with Wong, the co-creation satellites will be providing end-to-end holistic change solutions. These solutions will focus on being consumer-centric, and a clear picture of the desired change objective and recommendation at all times.

Earlier this year, Wong outlined plans to start AGA, which will be headquartered in Singapore. The company aims to be a “change catalyst” to help prepare and transform companies to take them to the next stage of growth. This will be done through one of its three core pillars – Change Architects, Change Marketing and Change Services.

Change Architects involves areas such as business strategy and organisation model restructuring, new market entry and brand business mergers and acquisitions. Meanwhile, the concept of Change Marketing focuses on portfolio and brand strategy planning and marketing, engaging Millennials and Gen Zs, innovation and digital, among others. Lastly, the idea of Change Services aims to deliver targeted talent management solution to support business leaders in navigating and embedding change in the organisation.

Prior to the move, Wong was Aspial Corporation’s business director for close to three years. She was also head of marketing, Vietnam at Heineken for about three years, and head of commercial marketing for Asia Pacific Breweries Singapore for over two years. She also worked at Fraser & Neave as general manager, marketing, Asia Pacific for more than three years. Before that, Wong also helmed marketing related roles at Citi and Unilever.

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