Five Years In: What I’ve Learned Living and Working in Singapore.

Five years ago, We packed two cases each and moved to Singapore—an adventure that turned into a career-defining experience. At the time, I knew it would be an exciting shift, but I didn’t fully appreciate how much this city and region would shape my perspective on creativity, business, cultures, and global collaboration.

Working from Singapore with global clients has given me a front-row seat to how brands navigate different cultures, markets, and creative challenges. It’s been an eye-opening journey, and along the way, I’ve learned a few lessons that continue to shape the way I work, think and, explore.

1. Adaptability is Everything

Asia speed is a real thing and Singapore moves fast. The speed at which decisions are made here is unlike anywhere else I’ve worked, and that, agility has been crucial in navigating industry shifts, market trends, and evolving client needs. Whether it’s responding to real-time campaign insights or adjusting creative to better resonate with a specific audience, the ability to pivot quickly is essential.

I’ve learned that the most successful brands—and teams—aren’t just creative; they’re adaptable. They listen, evolve, and move with confidence, even in uncertainty.

2. APAC is Not One Market—It’s Many

One of the biggest misconceptions I’ve encountered is the idea that APAC can be treated as a single, unified region. In reality, it’s a collection of vastly different markets, each with its own cultural nuances, consumer behaviors, and media landscapes.

What works in Japan won’t necessarily work in Indonesia. A campaign that resonates in Australia may not land the same way in Thailand. Even within a single market, urban and rural audiences may respond to the same message in completely different ways.

For brands, this complexity presents both a challenge and an opportunity. The challenge is ensuring relevance without fragmenting execution. The opportunity is that when brands get it right—when they strike the right balance between consistency and local customization—the impact is exponential.

3. Diversity Breeds Creativity

One of the most rewarding aspects of working in Singapore is the exposure to an incredible mix of cultures, languages, and perspectives. It’s a place where East meets West, and that fusion creates some of the most innovative and unexpected ideas.

For brands, this diversity is a goldmine. The best creative work doesn’t just translate from one market to another; it transforms, evolving to fit different cultural contexts. Understanding and embracing these nuances doesn’t just make campaigns stronger—it makes them more human.

4. Global Perspective, Local Execution

Managing global brands from Singapore has reinforced one of the biggest truths in marketing: there is no one-size-fits-all approach. A strong brand identity is critical, but its execution must adapt to the realities of each market.

I’ve seen campaigns that perform exceptionally well in one region struggle elsewhere because they didn’t account for local audience behaviors, media consumption habits, or even humor. The best creative work finds that sweet spot—maintaining brand consistency while tailoring execution to local sensibilities.

5. Relationships Matter More Than Ever

In an industry that thrives on technology and automation, the human element remains the most important. Building strong relationships—with clients, teams, and partners— is foundational to success.

When we first arrived I asked many people to virtual coffee meets to chat and learn and everyone was open to this. It was an incredible way to start building long-lasting friendships and relationships.

6. Singapore’s Pace is a Double-Edged Sword

There’s an energy in Singapore that’s unlike anywhere else. The efficiency, the drive, and the relentless pursuit of innovation make it an amazing place to do business. But with that speed comes a challenge—balancing rapid execution with meaningful creative thinking.

In a world where content is produced at lightning speed, it’s easy to prioritize output over impact. I’ve learned that while agility is key, so is protecting the space to think, to push creative boundaries, and to craft work that stands the test of time.

Looking Ahead

Five years in, I’m still learning. Singapore has sharpened my ability to think globally, create strategically, and lead with empathy to the speed and global requirements. More importantly, it has reinforced the importance of staying open to new perspectives, embracing change, and always putting creativity at the heart of problem-solving.

For those who have worked across different markets—what’s been your biggest takeaway? I’d love to hear your thoughts.

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