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Press Release

August 26, 2019


Freeman Singapore Enhances Asia Pacific Portfolio with Appointment of Sunny Lai as Executive Creative Director

This appointment reinforces Freeman as the leading full-service, creative brand experience agency in Asia. Lai’s expertise in digital brings a fresh perspective to client’s live brand experience campaigns in Singapore and beyond.

In line with its Asia Pacific growth strategy, Freeman, the leading brand experience company, today announced the appointment of Sunny Lai as Executive Creative Director, Freeman, Singapore. Lai will be based in Singapore and report to Ian Terry, Managing Director, Freeman, Singapore.

This appointment sees Lai return to his hometown in Singapore after spending over a decade in various roles across China. As part of Freeman’s regional hub, he will oversee and spearhead the agency’s strategy and creative teams in Singapore, and lend his valuable experience in advertising to drive innovation in client’s brand experience campaigns from concept to completion.

“I enjoy transforming the unglamorous into something sexy, while making the unfathomable easily understood, thus creating more outstanding creative work that delivers business results for our clients,” said Lai. “The continued economic development presents multiple opportunities across the region, and I’m extremely excited by Freeman’s proposition. I look forward to working closely with the highly capable team here at Freeman to elevate brand interaction and engagement, and create meaningful relationships for customers.”

“The industry is evolving, and brands are increasingly looking for agencies who can consult as well as deliver on their brand experience strategies. With Singapore as our regional hub, we are committed to expanding our offerings in Asia Pacific,” said Ian Terry, Managing Director, Freeman, Singapore. “Sunny will play an integral role in leading the team, his experience will be valuable in helping us to provide added value to our existing clientele, as well as growing our business within the region.”

Lai previously served as Executive Creative Director at Leo Burnett Shanghai. Lai began his career in 2000, and relocated to China in 2005 with J. Walter Thompson Shanghai, and has since worked with other prominent advertisers such as Lowe, Publicis133, Razorfish and Reload, winning multiple awards across the years. He has worked with several multinational brands throughout his career such as Audi, McDonald’s, Nike, The North Face, Rolls-Royce Motor Cars, Volvo, and many more.

Adam Charles, Senior Vice President, Global Agency Operations, Freeman said, “Sunny is an exciting addition to Freeman. He has impressive creative leadership credentials and a proven track record for managing high performing creative teams who build trusted and respected client relationships. Sunny brings with him deep knowledge and extensive experience, having created winning campaigns across the region.”

“As we continue to evolve our agency offerings, I look forward to working closely with Sunny to create robust, strategic partnerships with our clients, and re-confirming Freeman as a leading global brand experience provider.”

About Freeman

Freeman is the world’s leading brand experience company. We help our clients design and deliver immersive live experiences for their most important audiences. Through comprehensive offerings including strategy, creative, logistics, digital, and event technology, Freeman helps increase audience engagement and drive business results. What makes us different is our collaborative culture, intuitive knowledge, global perspective, and personalized approach, which we’ve gained from our 90 years as an industry leader.

Freeman and The Freeman Company are either registered trademarks or trademarks of The Freeman Company in the United States and/or other countries.

All other product names, trademarks and registered trademarks are property of their respective owners.

For Media Enquiries:

Chong Yoke Ming
Prospr Communications
+65 9376 3228

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