Curriculum VitaeMIKE SUTCLIFFE

I’ve been part of advertising and marketing on the creative side for over 30 years. In that time, I’ve worked in London, Bangkok, Sydney and Singapore.

Starting out as a copywriter, I’ve since been a CD, ECD, Regional CD and even a CCO! But I’m happiest when the task at hand is simply creating new ideas. Over the course of my career, I’ve been lucky enough to come up with a few that some of the world’s biggest companies have liked, and which have proved to be very successful for them. My clients have included IBM, Cisco, SAP, Brocade, Lenovo, American Express, Coca Cola, Unilever, Rolex, Starwood Hotels, Google, Ford, Hyundai, Standard Chartered Bank and Castrol (to name just a few).

Despite my love of coming up with my own ideas, I enjoy it even more when I can help other people come up with new ones of their own.

So I thoroughly enjoyed 2012-13, when I conducted Design Thinking training sessions for SAP sales and pre-sales personnel in 12 different countries around the world. Even more exciting was seeing how the attendees took what they’d learned and created new and exciting opportunities in their everyday business dealings with their customers.

In 2015, I shifted onto the marketing side of the business, combining two of my passions: writing and music. I managed content creation in social media for BandLab Technologies, a company that owns BandLab (a social music app), Swee Lee (music retail), MONO (high-end music cases) and 49% of Rolling Stone Magazine.

At the end of 2017, I was reunited with David Morgan, an ex-client of mine, who is now running a successful Marketing Consultancy in Sydney and is looking to expand into Singapore.

mike.sutcliffe.sg@gmail.com +65 9796 9363

WORK EXPERIENCE:

Partner Morgan September 2017 – Present

Morgan (www.macmorgan.co ) is a marketing consultancy run by some of the most experienced senior marketers in the region. David, the firm’s principal, was a client

of mine back in the Wunderman days and we’d always been looking for an opportunity to

work together again. Since last September, I’ve been consulting on projects with Morgan

and have returned to facilitating Design Thinking training as well. The first pilot was held in

November 2017, and we’re already taking bookings for the next one in March.

Manager, Social Media and BrandsBandLab Technologies October 2015 – August

2017

At BandLab Technologies (www.bandlab.com), I was responsible principally for the Swee Lee

side of the business (sweelee.com.sg), although I also worked on marketing materials for BandLab itself. We created content including stills and video (up to 8 4-5 minute videos a month). We also ran music-based events and used those as an additional source of content. We grew our social audience dramatically in my time at BandLab Technologies, with the Swee Lee Facebook audience increasing from 15k in October 2015 to over 74k today. We also developed audiences on YouTube, Instagram and Twitter. I also worked with Google Analytics and our retargeting partners, managing budgets and doing monthly reports on activities and ROI.

Executive Creative Director, APACDigitasLBi May 2014 – July 2015

One of the newer digital kids on the block, DigitasLBi were looking for a regional CD to help ‘put them on the map’ and grow the business around the region. I was tasked with looking after the departments in India, China, Hong Kong, Singapore and Sydney. This meant lots of pitches, while at the same time we grew the Singapore office by almost 100% in 12 months. I also got my first real chance to work very hands-on in social media, helping to run the social side of the Disney business in SEA. This included working on Disney TV channels, Disney Studios, Marvel, Pixar and Star Wars.

Executive Creative Director SingaporeArcade May 2013 - Aug 2013

A short but sweet stint at Arcade, which was hugely enjoyable from the creative point of view.

Despite being an agency of only 30+ people, Arcade has some very big clients, and I worked

on Local, Regional and Global projects for Unilever, Google and OCBC.

Chief Creative Officer, APAC SingaporePOSSIBLE Feb 2012 - Apr 2013

POSSIBLE was a great chance to work with some ex-Wunderman colleagues, and I was

very keen on the challenge of working in a pure digital environment.

At POSSIBLE, we built the creative dept. in Singapore to 35 people – and produced, on average, an app and a piece of video content every single day! We also did our fair share of websites and banners. Our clients included SAP, Starwood, Standard Chartered Bank, Dow Corning, Brocade, P&G and VMware. Most of the business is either regional or global, which is certainly different, and meant I spent a lot of time travelling and training.

Freelance Feb 2011 - Feb 2012

After leaving Ogilvy, I did freelance and consulting work for BBH, Arcade, Redworks,

McCanns – and Ogilvy! But spent most of my time working through TBWA on Standard

Chartered Bank, as the CD in charge of their customer communications.

Creative Director, Singapore/Region SingaporeOgilvy Asia Pacific Jul 2006 - Feb

2011

I was brought back from Sydney in 2006 to be Regional CD on the Lenovo business, which

at the time was run out of Singapore. However, 1 year later, the business shifted to Bangalore

– and I decided I didn’t really want to join it there.

I then worked above, below and online on a wide variety of clients, assuming Regional CD

leadership on Kimberly-Clark’s Kotex brand, heading up Yahoo! projects in the region and

working on regional and global Castrol jobs. I worked as part of a team with an artdirector on these and other clients, so on all the accounts, this was very much a roll-your-sleeves-up, hands-on writing/CD role.

I also got back into winning awards, picking up a Cannes Lion, a Gold Spike, Gold and

Silver One Show Pencils, Bronze, Silver and Gold at the Asia Interactive Awards and getting

into the D&AD book.

Clients: Yahoo!, Kotex, BP Castrol, Huggies, Lenovo, Unilever and UPS.

Creative Director Sydney, AustraliaSingleton OgilvyOne Aug 2003 - Jul 2006

I ran what was, at the time, the largest DM creative department in Sydney. It was also

astonishingly profitable (money was very popular at Singo’s!), and, although you wouldn’t

see it in any of the Award shows (they were against company policy), we did somegreat work. I was also in charge of the studio and production – and we managed

the whole thing without a traffic function!

Clients included Telstra, American Express, AGL, BAT, Diageo, PWC, Nestlé (Purina, Foodservices, Data capture), Sensis, Hyundai, SAP, Australia Post, Western Union, DHL. The SOO creative department was also the de facto creative hub for PCG –

the promotional arm of Singleton Ogilvy & Mather.

Regional Creative Director SingaporeWunderman/Impiric Regional HQ Apr 2000 – May

2002

I was tasked with overseeing creative product from the following countries:India, China, Australia, Singapore, Malaysia, Thailand, Philippines, Taiwan, Hong Kong, Japan.

I also assisted in developing Impiric’s business offering, taking in new disciplines (well, new to me, anyway) like e-DM, SMS marketing and the web. I also worked as the Regional CD for the demand-generation side of IBM’s product sales business.

Another part of my job was recruiting Creative Directors in several of the offices around the

region as the business grew, and helping develop Impiric’s new business plans, including

credentials and self-promotional materials.

I was also responsible for overseeing the transition from WCJ to Impiric – including all corporate identity and signage. And then back again a year later from Impiric to Wunderman!

In 2002, I was on the panel of judges for the Inaugural Cannes Direct Awards, DMAsia and London International Awards. I was Chairman of the judges of DMAsia in 2003.

Clients: Citibank, IBM, Ford, TNT, Ericsson, Fuji Xerox

Creative Director SingaporeWunderman Cato Sep 1995 - Apr 2000

Johnson/Wunderman/ImpiricWhen I joined Wunderman, there were just 18 people in the office. By the time I

became Regional CD in 2000, there were over 100. In that time we grew the Creative

department from 10 people to a staff of 31, yet still managed to retain a “family” feel to the

place. Infact, the people who were part of my team still hold ‘reunions’ every now and

again.

I also managed to recruit some great people, giving many of them their first break in

advertising, and helping them develop what have, in many cases, become very successful

careers. In my time as CD, we won awards all over the world, including Clio, One Show,

New York and London Festivals, Singapore CCA, ADMA and ECHOs.

Clients: Standard Chartered Bank, Rothschild Asset Management, Aberdeen Asset Management, Citibank, Suzuki cars, TNT, Caltex, Ericsson, Lacoste, Royal Sporting House, Thomson Electronics and UIP.

Executive Creative Director Bangkok, ThailandDMB&B Feb 1995 - Aug 1995

A brief and painful stint at this agency, which was very short on highlights.

Clients: Canon, P&G (Whisper), Knorr

Creative Director Bangkok, ThailandJ. Walter Thompson Apr 1993 - Jan 1995

The start of an enduring love affair with Asia. I ran a creative team which was composed

entirely of Thai nationals. We won awards in both of the major Thai shows (TACT and BAD).

These included a Gold for work on Unilever’s “Cuddle” baby products. We also won several

pitches. I even learned to speak basic Thai, which was actually easier than it sounds.

Clients: Siam Commercial Bank, IBM, Unilever (Omo washing powder, Organics Haircare,

Cuddle baby products), Electricity Generating Authority of Thailand, IDV (booze), Kraft

(Singles, as Regional CD), Comfort Hotels and Resorts (also as Regional CD).

Copywriter London, EnglandJ. Walter Thompson Jun 1983 - Mar 1993

I joined JWT straight from College on a 6-month trial - which didn't end for almost 10 years.

I worked on practically every piece of business the agency had, which was great experience

for a “new boy”. I worked with the same Art Director for almost all of my time at JWT,

and together we won numerous awards, including a Gold at the London International Awards,

and a Silver at the Campaign Press Awards in '86. I was also - rather embarrassingly - named

as “most promising newcomer” by the London Creative Circle in 1984.

Sadly, the fun rather went out of JWT as the 80's ended, so when I was offered the chance to

move to JWT’s Bangkok office, I jumped at it.

Clients: National Westminster Bank, Royal Air Force, Kraft, Kellogg's, Unilever, Nestle,

ICL (computers), Rolex, Mother's Pride, Golden Wonder, Bulmers, British Red Cross Society,

Remy Martin.

AwardsCampaign Press SilverBangkok Art Directors GoldCannes Lions BronzeSpikes GoldOne Show SilverD&AD - In the book (twice)London International Awards GoldLondon Creative Circle Gold

PersonalI’m lucky enough to be married to the most understanding woman in the world,

who has

never begrudged me indulging in my many passions. Together, we have two wonderful

kids who keep us endlessly entertained—Luke and Isla.

So, those passions? Well, in between working in advertising, I’m a competitive fisherman,

a fly-fishing lodge owner, a rabid New York Yankees fan, and a working drummer playing in three bands on a fairly regular basis!

Well, it keeps me off the streets…