Singapore

UX Design

BSc (Hons)

Michael Lung

General Manager

Leadership

A Customer Experience Consultancy born out of a drive to create a better model for experience transformation, having lead teams at creative, digital and management consulting teams across South East Asia.

Drove strategic and project integration across MCM’s marketing services agencies: Semut Api (integrated agency), Klix (digital agency) totaling around 80 employees, and MediaX (digital media agency).Led MediaX, consisting of a team of ten: Increased the retainer of media agency’s sole client. Four new business accounts.Conducted multiple client-side and internal workshops to establish clear responsibilities and workflow processes from briefing to reporting and optimization. As well as established weekly operational meetings, and scheduled team sharing sessions.Introduced specialized partners to conduct training, covering: programmatic buying and RTB, Demand Side Platforms and the ad tech ecosystem.Introduced new proposal formats for media strategy, media reporting and integrated strategies.

Successfully led the pitch and retention of Singapore Tourism Board global digital account, the pitch win of Singapore Tourism Board GEMS Up nationwide customer service project and win of Pan Pacific Hotels Group global site revamp.Able to distill consumer research and business trends down to clear consumer and business opportunities.Strong in collaborative conceptualization with a keen nature to ensure that the project implementation and the final consumer experience supports strategic objectives and delivers measureable results.Excellent interpersonal skills, forging strong, collaborative relationships with all internal agency teams, senior management, clients and partners.Strong presentation and storytelling skills – able to sell ideas to all audiences from working teams to C-suite.

The key strategic planner for the Singapore Tourism Board’s (STB) YourSingapore global digital account.Drove STB's mobile strategy (YourSingapore Guide as featured on FWA).Grown STB's global social media consultancy opportunities with STB. Regional collaboration across XM/JWT agency network. Worked on developing the overall STB content strategy encompassing online and offline media, from quarterly publications to website, social and mobile.Creative and business strategy for STB brand and tactical campaigns, as well as Hewlett Packard, Diageo, Pernod Ricard, Sony, NTUC FairPrice, Asian Fashion Festival. New business proposals for Tiger Beer, Audi Indonesia, Estée Lauder, Health Promotion Board, National Heritage Board and M1.Developed briefing and proprietary planning tools & frameworks and workshops for internal agency, inter-agency core teams and clients.Lead strategist in the development of XM Pulse, XM’s custom social measurement tool, and proprietary reporting frameworks.Measurement frameworks that support integrated campaigns and long-term strategies.

Led brand and communications planning for regional retainer accounts such as Seagate, Premier Farnell.Led website planning, design and optimization for new business and existing clients: Abbott Nutrition, Allergan, Parkway Health, Civil Service College.Led social media strategy, and client education and engagement for new business NTUC Income.Account Management for Seagate, Civil Service College, Parkway Health, Premier Farnell.Championed primary research and analytics throughout agency.

Eyes, ears, arms and legs for New Business Development team and Regional HR Director.

Worked directly with the late, great Yasmin Ahmad as a junior copywriter alongside a senior creative team, successfully developing concepts for Books Kinokuniya, YTL Property Developments and Petronas.

Market feasibility studies of product application innovations

Michael Lung🇸🇬

About Michael Lung

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