Jennifer Pena Buckley

I don’t network well. Was ruminating silently at a dinner setting. Noticing I was a little flustered, Peter Koh walked over and we exchanged briefly. We arranged for a session at Oceanus Group Ltd. He was right off a session with the top folks from Temasek. Was generous of him to spare the time. He is prolific. I've read up on how he got out of retirement and brought Oceanus out of SGX's watchlist. These are news one could easily google. Not what I'm going to share here. Me, "What is success?" Him, "Being happy. Purpose." Peter ran a brand agency for 20 over years before he sold it off and spent time catching up with old friends all over the world. Him, “Too many times we say that we would catch up, but we never did. So I made it happen.” This was his past life before coming out of retirement. I too, run a brand agency. I was curious. Me, "What made you sell the agency and retired early?" He was on a flight. This was years ago before the era of smartphones. There was a turbulence and he was awaken by a flight attendant. She handed him a piece of paper and a pen. "What for?" Peter asked. He realised that the crew were handing out the same to everyone down the aisle. "What did you write?" asked an American beside him. Peter was gathering his composure as he showed him a blank paper, like his mind then. Him, "Yourself?" The American penned his apologies to his Wife for quarreling over a packet of sugar, and regretted breaking his promise to his Son. Was to take him out over the weekends. But he had to travel to seal a significant multi-million dollar contract. Yet at the critical moment, what seemed significant became insignificant. The seemingly insignificant moments became the ones that matter. This was Peter's story to me. On his epiphany. And his way of sharing with me on finding the right balance. I do find it conflicting in trying to balance between being a passionate creative, astute entrepreneur and a dedicated family man. From one creative to another, he emphasised that we've to be in the moment to capture details, and not to dwell over what's not within control. Compartmentalise. That defines his leadership style. He goes into office happy 6 days a week. Sundays are rest days. He quoted Master Wugui from Kung Fu Panda, “Yesterday is history, tomorrow is a mystery, but today is a gift. That is why it is called the present." He didn’t brush off an animation. He quotes what resonates with him. “Get these conflicts out of the way, hope you’re happier the next time I see you. You don't have to tell me, I'll know," encouraged Peter. As he graciously ushered me out of the office. I’ve had these conversations for a while now. This was profound. I left with quite a bit to think about. Now, what would you write if you're given a pen and paper when your life is about to flash past you in 20 seconds? _ ____ __ _____ ____ ____ ____ __ ______ This is mine. Fill in your blanks. #Entrepreneurships #CEOinsights

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Insanity or desperation? "141 agencies have responded to the Ministry of Communications and Information's (MCI) whole of government creative pitch." Many of these are far from being small players. They include Accenture Singapore, BLKJ Havas, Cheil Singapore, DDB Worldwide, Dentsu Solutions, Edelman, Fisherman Integrated, Grey Group, IPG Mediabrands, Ruder Finn Asia , TBWA Singapore, and Ogilvy... And the potential prize? To end up on "a panel of an estimated 80 contractors for the whole of government in Singapore." So after all that, there is still no guarantee of getting any projects to recoup your investment in the pitch and maybe make some money. Can somebody please explain how this makes sense for the participating agencies? https://lnkd.in/gpHCQQji

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141 creative agencies are gunning for a place in WOG. Having spent my entire career in Singapore with network agencies, this is always a constant topic. 1. It doesn't make money 2. It is propaganda 3. It is not creative The fact is that in Singapore, a lot can be done to improve how we communicate policies, engagement, recruitment, and whatever else needs to be done to improve the lives of Singaporeans and those living here. The government will always need our expertise to distil policy into effective communications. We make money by operating and working with the right government clients, just as we review our other commercial clients. You have the power to still say,"No." It is not seen as propaganda but how we give ourselves a greater sense of purpose. It has to mean more. Creativity is a journey and a balance of what needs to be achieved and be accountable for. Why 141 and not just 10? Well, we all know that part of WOG's function is to provide another source of revenue for agencies of all sizes, granted that we all start at different stages and circumstances. My advice is to do the work, be part of WOG, and give yourself a chance to produce work that matters.

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How should marketers adapt their strategies to stay ahead of trends while maintaining their core identity? This series of retrospectives is intended to learn from the past and prepare for the future as we approach the end of the year. Join us for another content jam with Erin Seo and Firrdaus Yusoff to unpack what shaped their narratives in brand marketing: 🗓 11 December 2024 ⏰ 5PM SGT / 4PM JKT 🎟 RSVP here: https://lu.ma/gclrxc2x

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Never use an agency and always apply for PR yourself and there are quotas: "'I was able to get a PR in Singapore in less than 2 years’ — Woman shares how she did it". Kudos to her but she fits some of the criteria hence why she was successful. I applied for PR almost as soon as I got to Singapore as I realised pretty early on that both the EP and then PEP that I was on weren't very secure. It took me only a year but that was then, this is now when it's many times harder. Many of my business owning friends have failed many times to get it because they are not fitting into the strict criteria that includes: - we do have a quota system and PR applicants like EPs and citizenship applicants have to fit within this which is 76% ethnically Chinese, 14% ethnically Malay, 9% ethnically Indian and 1% everyone else/Eurasian.... So you can see that it's very hard if you're caucasian to get it. - if you're married to a Singaporean it helps - if you own property here it helps - if you are under 40 it helps - if you run your own company and employ Singaporeans it helps - if you're earning lots of money it helps - if you have a son and include him on your application which means that he will have to do NS (conversely if you don't include him you will be knocked out) The whole voluntary side of things is a red herring. ICA don't care, all that they care about is your economic worth and your integration into our society. PR is also not permanent as this lady tells and I have also heard of many people's PR being cancelled for not paying CPF or shortened to a year. But never ever use one of these agencies that promise you PR but 99% fail and get you the same result as if you did it yourself but you're out several thousand dollars! They usually tell people to appeal and charge them for doing so but the fact is that you are no more likely to get it on appeal than the first time. What do you think? What's your experience with the PR process? If you are looking for a portfolio career of multiple income streams rather than just one big role we can help you with our specific low cost Job Seeker Personal Branding Service for LinkedIn which now includes a FREE CV too, details here https://lnkd.in/dqWRi6EZ https://lnkd.in/g4R39_be

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A message will sound vastly different when said in varying tones of voice. It will also look different depending on your brand’s specific character traits. When TeamAsia does a Brand Workshop for you, we don’t just identify your unique positioning, we also define your personality. What kind of voice should you use to speak to your audience? Is your brand calm or energetic? Is it convivial or authoritative? A clear personality impacts dramatically on how we write your ads and design your assets, and how well your audiences relate. Find out how we can help achieve better reach, engagement and sustainable growth for your brands. Ask us about our Branding Workshops today at www.teamasia.com/creatives. #WhereisTeamAsia

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#ShaBMind #CommercialLeadership #VictoryOverDarkness This Deepavali, I’ve been reflecting on the festival’s rich symbolism - a victory of light over darkness, knowledge over ignorance, and hope over despair. Real growth often begins when we’re brave enough to illuminate our own lives, acknowledging and working through the dark spots we might otherwise avoid. In my journey, I’ve learned that personal development isn’t about striving for perfection or “fixing” parts of ourselves. It’s about nurturing a willingness to grow and a commitment to face those difficult truths with openness. Like the Diya lamps being lit to guide, there’s power in focusing on small, steady steps - especially when things feel uncertain. One of my favorite quotes by Martin Luther King Jr. always comes to mind… “Darkness cannot drive out darkness; only light can do that. Hate cannot drive out hate; only love can do that.” It’s a powerful reminder that we need to lead ourselves with compassion. Instead of avoiding our flaws, we’re better off shining light on them and, from that place of acceptance, working toward meaningful progress. Personal development is a journey without shortcuts. Sometimes, we need to confront our insecurities or mistakes, not to stay stuck in them but to pave the way forward with renewed purpose. Just as Deepavali is about welcoming new light, our journey is about creating space for continuous learning, resilience, and growth. Here’s wishing my Hindu connections a Happy Deepavali and the rest a rested mid week break. #DailyAnecdote #ShaBGreets #PersonalDevelopment #DeepavaliInspiration #InnerLight #GrowthJourney #LearningToGrow

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This month's Woolley Marketing in Campaign Asia is about why we must remember our target audience are humans, too. The world is now awash with billions of data sets on everything we do on the internet. Yet, as an industry, we appear to be totally incapable of delivering timely, relevant, and engaging messaging (i.e. advertising) that sells. Three human behaviours make it extremely difficult to know what someone wants when they want it and how they want it on an individualised basis. They are vanity, complexity, and our decision-making process. Before you say AI will fix that, let’s look at how these three negatively impact personalised marketing. Thanks again to Dennis Flad for the insightful and humorous way he brings this to life.

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Next up - going to be conducting a talk to 100+ participants from various Malaysian companies who are exporters to other countries all over the world. Going to be a mixed bag of established and newbies exporters. Some may have done more in building their brand image via properly planned marketing efforts over the years, while some may just be in the midst of building their sales network and market penetration. Being able to sell your product to overseas markets is definitely a big boost to your brand and sales growth. Having some interested foreign distributors or dealers willing to ship a few containers of your product to their country is the first step, being able to build on that and sustain your brand's presence in the foreign market is the big challenge. Selling your product within your local community is a start, building demand in the whole of Malaysia takes a bit more challenge but shows your product has its appeal to go further. Expanding the penetration and growing big in foreign markets take a whole different approach and mindset as local consumer culture and needs are different, compliance and standards are different, brand management and development become more complicated. When do you standardize and when do you localize is a key discussion for the Brand Owners to decide. And lots more... Looking forward to share as much knowledge and experience to our local brand owners to further strengthen our "Made In Malaysia" brand. 😊 #MTDC #TENTRA #TSMEX2024

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Looks like I am going to be wizarding brand till the end of my time. My next brand-related undertaking is as Director, UIPM Digital & Branding Academy (previously I was running my own Asia Brand Academy). That in addition to my current: 1. adjunct lecturing in brand-related subjects for 2 universities 2. PhD candidacy in branding 3. keeping BrandLab afloat whilst completing my full-time studies 4. received Honorary Doctorate in brand-related fields 5. curriculum developer for online brand courses It is going to be 30 years of branding experience since I started in 1995. It proves a point, that if your passion is in X, X will will find you and keep coming to you even when you are not aggressively looking for X.

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..and We Are Social is back with the tenth edition of our annual Think Forward report! This year is about The Liveable Web, aka pushing back against the "always-on" culture and demanding authenticity, meaningful connections, and a renewed focus on joy. Here's a glimpse of what you'll find inside: 1. Primal Renaissance: A return to rawness and authenticity in online self-expression. 2. Low-stakes Social: The rise of wholesome content and a desire for relaxed online spaces. 3. Intentional Consumerism: A shift towards mindful consumption and sustainable spending habits. 4. Modern Mythmaking: The rise of interactive entertainment and audience participation. 5. New Intimacies: The craving for genuine connection and a sense of belonging in the digital world. 👉Download the report here: https://lnkd.in/gbrYN7eE 👉And don't forget to sign up for the Zoom webinar on 5 December at 5pm SGT here: https://lnkd.in/gVQincHv

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From BlackPink to Samsung to Squid Games – Korea’s 'Hallyu' “Life isn’t long enough for people to mature” “I wish you luck. Going through this life is the first time for all of us anyway.” “Bad memories stay longer in my heart.” Just a few examples of impossible to miss quotes from K-dramas. Within a remarkably short span, Koreans have not just redefined "K" but also become synonymous with a global cultural export powerhouse! The "Hallyu" or Korean Wave has unleashed a tidal wave of K-dramas, K-pop hits, delectable K-food, and even revolutionary K-skincare products across the globe. According to a report by InvestKOREA, the cultural content industry has surged, generating an astounding US$ 12.5 billion in exports! Even Netflix has doubled it’s spend on Korean content to US$ 2.5 billion last year. During my recent travel to South Korea, I tried to delve deeper into the global phenomena that is the Korean Hallyu and discovered a multi-faceted narrative of history, ambition and most importantly execution. The role of the Korean government, effective management of all touch points, the minute attention to detail and the scouting and preparation of talent are all factors which contribute towards the trend. It’s even more impressive once you consider that this phenomenon has been created in just over two decades – Korea went through an economic crisis in the 90s and had to take an IMF loan in 1997. Personally, what impressed me the most is how the old and new have both amplified the crest of this wave. The K-Pop stars like BTS and Blackpink have virtual avatars, are ubiquitous on social media and infuse technology into each part of their musical act. The K-dramas and movies on the other hand do not compete with the razzle and dazzle of Marvel, but focus on age old concoctions of love, humour, violence, history and sarcasm resulting in masterpieces like the Oscar winning ‘Parasite’. It’s very interesting that as a country, Korea's marketing strategy goes beyond showcasing glitzy buildings and natural landscapes. They effectively highlight a balanced mix of streets, culture, food, entertainment, and people to present a comprehensive view of the country.

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Making a difference requires just a little empathy.

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𝗧𝗵𝗲 𝗧𝗿𝘂𝘁𝗵 𝗕𝗲𝗵𝗶𝗻𝗱 𝗕𝘂𝗶𝗹𝗱𝗶𝗻𝗴 𝗮 𝟳-𝗳𝗶𝗴𝘂𝗿𝗲 𝗺𝗲𝗱𝗶𝗮 𝗰𝗼𝗺𝗽𝗮𝗻𝘆 𝗼𝗿𝗴𝗮𝗻𝗶𝗰𝗮𝗹𝗹𝘆 🚀🚀 This just out! I spoke to Peter Yong from Mr Money TV  on how he build he successful media company today on the Crouching Tiger Hidden Dragon podcast! Here are my 5 key learnings from Peter! 𝗩𝗮𝗹𝘂𝗲 𝗬𝗼𝘂𝗿 𝗦𝗲𝗿𝘃𝗶𝗰𝗲𝘀 Charging for services is crucial for maintaining value and respect from clients. Giving discounts or free services can lead to poor client relationships and a lack of appreciation for your work. 𝗙𝗼𝗰𝘂𝘀 𝗼𝗻 𝗥𝗲𝘀𝘂𝗹𝘁𝘀 𝗮𝗻𝗱 𝗕𝗿𝗮𝗻𝗱 𝗔𝘀𝘀𝗼𝗰𝗶𝗮𝘁𝗶𝗼𝗻 Instead of just being a content creator, aim to build in-house brands with intellectual property ownership. Offer clients comprehensive content strategies and multi-channel campaigns focused on delivering results and building brand association. 𝗖𝗹𝗲𝗮𝗿 𝗖𝗼𝗺𝗺𝘂𝗻𝗶𝗰𝗮𝘁𝗶𝗼𝗻 𝗮𝗻𝗱 𝗙𝗮𝗶𝗿 𝗧𝗿𝗲𝗮𝘁𝗺𝗲𝗻𝘁 𝗼𝗳 𝗘𝗺𝗽𝗹𝗼𝘆𝗲𝗲𝘀 Clear communication with employees is essential to avoid misunderstandings and inefficiencies. Treat employees well by providing fair pay, especially during challenging times like the COVID-19 pandemic, to ensure their happiness and productivity. 𝗕𝗲 𝗦𝗲𝗹𝗲𝗰𝘁𝗶𝘃𝗲 𝗶𝗻 𝗣𝗮𝗿𝘁𝗻𝗲𝗿𝘀𝗵𝗶𝗽𝘀 𝗮𝗻𝗱 𝗢𝘄𝗻𝗲𝗿𝘀𝗵𝗶𝗽 𝗗𝗶𝘀𝗰𝘂𝘀𝘀𝗶𝗼𝗻𝘀 Don't simply trust people; wait to see their commitment and value before discussing ownership or compensation. Protect the culture of your company by being selective in partnerships and ownership discussions. 𝗗𝗶𝘃𝗲𝗿𝘀𝗶𝗳𝘆 𝗥𝗲𝘃𝗲𝗻𝘂𝗲 𝗦𝘁𝗿𝗲𝗮𝗺𝘀 Explore lucrative avenues like newsletter businesses, which provide first-party data and direct communication with subscribers. Additionally, consider multiple revenue streams beyond traditional video services to build a robust and sustainable media company. Help us to hit the LIKE button the video on Youtube! https://lnkd.in/gUUjxhs8 #contentmarketing #entrepreneurship #media  

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