Scholarship Guide Webinar: The Target Audience is my Mother-in-Law


Thank you everyone for taking part in our second instalment of Scholarship Guide Webinar series. For those who have missed our webinar session, you may view the recording, slides and additional QnA session below. You may also read our feature article here.




Survival Lessons in the Science, and Art, of Marketing Communication

To survive and succeed in marketing communication, you’ll need to own many tools and skills, even a whole new language.  Media consumption mapping with Day-in-Life, Path to Purchase and shopper marketing, profile re-targeting and re-marketing, O2O and omni-channel, big data and analytics, trend-jacking and affinity: these are just a few of the terms practitioners grapple with day to day.  

With all the jargon, tech and data, never forget a critical fundamental of marketing: ultimately the purpose of all advertising or marketing communication is to sell.  Not to a nameless customer ID or programmatic profile, but to a person you could know, or should get to know.  If you don’t know that person; what she likes or hates, what she reads or watches, or what triggers her, then your marketing is not going to level up.  So it starts with a persona, like your mother-in-law. Or your scholarship interviewer.

About the Speaker

David Phey started as a copywriter, winning awards in New York, London, Hong Kong and Singapore for work on Carrier, Cold Storage, Durex and Nissan.  He learnt his trade at American, English, French, South-East Asian and Japanese agencies, growing from creative to client servicing, strategic planning and agency management.  Campaigns he has led include re-branding SGX and Singapore Polytechnic, Pantai Hospitals in Malaysia, Ballantines Whiskey’s entry to China, Aimer lingerie’s entry to Singapore, and development of the Koufu brand.  

He served on the Association of Accredited Advertising Agencies’ (4As) Executive Committee, and as a panel judge for Singapore Media Awards in 2010 and 2011.  Today, David heads corporate communications at Centurion Corporation Ltd, managing brand and communication for Westlite and dwell Student Living across the UK, US, Australia, Korea, China, Malaysia and Singapore.

Coaching engagements

·       NCSS Digital Marketing and Electronic Fund Raising Sub-Committee 2017-2018 

.       Bank Mandiri management board training seminar – 2011

·       Ngee Ann Polytechnic lecture series – 2011 & 2012

·       In-cosmetics Asia 2010 – Anti-Aging Your Brand

·       Pacific Conferences Marketing to Asian Women, 2009

·       Malaysian Annual Real Estate Convention 2008

·       Design Singapore Council Marketing Communication Conference 2007

·       4As Account Planning School 2006 – Strategic Planning

·       Pacific Conferences Marketing to Young Adults Seminar 2006