Singapore

Branding and Identity Design

Gavin Lum

Senior Lecturer

Communication

ChatGPT

I teach at the School of Business, creating tomorrow's movers and shakers in the world of marketing and business.

My call to education is driven by a simple yet profound belief: that knowledge is most valuable when it is shared, and that the greatest impact we can make is in helping others realize their full potential. I am here to do just that, and I can’t wait to see where this journey takes me—and my students—next.

Re-igniting the fire of an OG running brand for all the running fans in this part of the world

#LETSRUNTHERE

Led ANTA’s global expansion, establishing its presence in Southeast Asia and launching successful regional campaigns, including Kyrie Irving’s first signature shoe.

Highlight achievements:
- Founding member of ANTA’s globalisation efforts responsible for brand and marketing efforts outside of China.
- Built the Global—> Regional—> Country level GTM work flow process
- Set up and organised the Marketing organization to ensure docking in into the overall organization to facilitate brief to execution in the markets
- Built the regional brand and campaign strategy for Anta’s entry into the SEA market

Built a robust WeChat ecosystem in China to enhance community engagement and expand new categories, establishing Lululemon as a wellness brand.

Highlight achievements:
- Built the 小红书 always-on social UGC strategy to maximise organic guests and community strategy 
- Developed the Chinese Social Strategy for the brand covering content, voices and platforms
- Set up the integrated marketing channel plan to plug in the contributions from Community, Digital, Retail, PR and events

Executed a running strategy for China, achieving consecutive double-digit growth in running footwear sales by aligning global innovation with local market narratives.

Responsible for full budget planning and Integrated Marketing Communications for the following categories:

1.	Running (2017-2019)
2.	BB/FB (2019 – 2022

Liaison with global teams on strategy alignment and driving intergrated marketing for local execution.
In charge of full calendar planning ,resource and budget allocation, agency management and internal function facilitation to bring a campaign from life from strategy development to leading and executing asset creation, media planning, PR and social amplification. 
Budget management for all areas of spend and leading key integration across all internal and external functions from Retail Marketing, CRM , EC, to event activation teams. 
Co-develop product positioning for different product franchises in the category. 

Highlight achievements:
- Led the integration of campaign efforts for cross functional teams’ 
- Developed the Running franchise positioning for the full range of Adidas Running silhouettes 
- Engineered full Online to Offline campaigns that build resonance to consumers’ touchpoints

Lead transformation of a traditional agency. 
Build digital revenue for the agency

Formulate the stragic offering of a start-up agency to include campaign delivery, social media, to platform development and CRM strategy.

Headline: Shifted AKQA’s role in China from digital production to a strategic partner, especially with NIKE, driving comprehensive digital solutions.

I served a dual role as both the Strategy Director and Account lead on the Nike business. 

What I did:
I led the development of the Planning department within AKQA Shanghai in the early stages of company maturity, and spearheaded business wins that contributed to the growth of the entire agency revenue, while simultaneously building up a dedicated Nike team across multiple functions within the agency, responsible for taking the strategic view of the client business, developing the digital vision of the brand.

Highlight projects include:

Unilver Digital AOR Roster Pitch
Led the pitch process and delivery of proposal to secure wins of brands for Knorr, Lux Hair, Lipton, Dove

World Gold Council
Spearheaded the China offering in a joint-office pitch with our London office resulting in a cross-geography win
 
Nike China Digital Business
Led the development of numerous campaign and category initiatives leading to the secure of a substantial win of the Nike Business in China (See below for more details)

Nike Lunar 10k Run Events
http://adage.com/article/global-news/nike-faces-marketing-challenge-china-make-running-cool/230717/ http://thevoted.com/sh/nike/running/runfor/

Nike Football - The Chance 2012
http://thevoted.com/sh/nike/football/thechance_overview

Nike+ - Game On, World 2012
http://www.trendhunter.com/trends/nike-game-on-world

Nike Greatness, Social Quickstrike campaign for LDN12 Olympics
http://www.brandchannel.com/home/post/2012/08/13/Nikes-Find-Your-Greatness-China-081312.aspx

Nike Festival of Sports 2012, WECHAT-enabled sports event 
http://thevoted.com/sh/nike/fos/nikewechat_youku/

What I learnt:
- How to reinvent my career, transitioning from an account person to a planner
- How to think like a planner but feel like an account man
- How to develop an entrepreneurial mindset and hunt for opportunities

Mission: To be the agency partner and thought leader for Nike, working as their trusted partners to deliver the best work of our lives that shape culture and the advertising industry in China. 

What I did
I am responsible for nurturing and delivering work for the categories of Nike Football and Nike Sportswear on top of Brand-level campaigns revolving around key sporting moments. This runs the gamut of campaign development and execution to collaborating on briefs and presentation decks with the planners and creative teams. 

Highlight projects include:

Nike Beijing Olympics 08
http://cargocollective.com/emiliabergmans/2008-Beijing-Olympics-Nike
Part of the team that created the first-ever results dependant Quick Strike Campaign

Nike Discover Your Unknown JDI Campaign 08
http://www.leslieali.com/NIKE-China-Just-Do-It 
Key account lead in delivering a multi-category/platform across multiple Chinese social network campaign that capitalised on post-olympic game euphoria

Nike Sportswear AW77 Hoodie Launch 10
In collaboration with Anthony Francisco Shepperd, we created an interactive graphic novel to showcase the make and quality of the piece of apparel and it’s story with China’s Olympic Gold Medalist Liu Xiang as the main character.

Nike Guangzhou Asian Games 2010
Account lead in launch of a City Level Guerrilla Marketing Campaign for Nike during the 2010 Guangzhou Asian Games

Nike South African World Cup 2010
Part of a network-wide agency initiative to develop and then deploy the award-winning campaign in China, orchestrating a same-day and time launch across the globe of one of the most epic pieces of content films in Nike’s history

What I learnt:
- How to live and die by the work and always letting it come first
- How to fail hard and fail again
- How to not ask for a permission, but for forgiveness
- How to build on ideas with creative teams
- How to walk in stupid everyday and to stay curious and hungry at all times
- How to make the best work of our lives

Joined the agency that I dreamed about in school, and experienced the 'big time' world of advertising.

Gained enormous experience on marketing for luxury and fashion products.

Consistently met revenue targets of the account

What I learned:
- How to execute the hell out of a myriad of Above and Below-the-line types of communications work.
- How to create work on a local level that could also satisfy regional levels.
- How to maintain and extract competitive information for clients 
- How NOT to write a creative brief
- How to manage multiple vendor and stakeholders, leading them towards the same goal
- How much things cost and how much time they take

Gavin Lum🇸🇬

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