B R I A N L E O N G

W O N D E R I N G S I N C E 2 0 0 3
 Creative based, Strategy skewed, Business minded.

Since 2003, he has worked at integrated agencies in Malaysia,

Singapore and now in Shanghai for the past 13 years with

MullenLowe Profero (8 years) and Publicis (5 years).

His work as a creative has garnered him awards around the world from New York Festival,

Singapore Hall of Fame, Malaysia Kancils and Effies in Singapore, Malaysia & China.

Winning recognition for email campaigns, banner ads, website design, integrated campaigns,

mobile apps, social activations, offline installations and acts that change history. 2018,

CampaignAsia "40 under 40" and “China Digital A-list” as well as winning 1st Place at Startup

Shanghai (but did not join the incubator program). P&G named him an “Agency MVP” in

2022, an honor selected by brand leads across P&G from all their agencies.
 EXPERIENCE

D AT E COUNTRY ROLE AGENCY

20 19 - TOD AY C h in a EC D S aatch i & S aatch i / P u bli ci s S H

20 18 - 20 19 C h in a M D / EC D M ul l en Lo we G ro up S h ang hai

20 14 - 20 19 C h in a GM / ECD M ul l en Lo we P ro fero S han gh ai

20 11 - 20 14 C h in a CD M ul l en Lo we P ro fero S han gh ai

20 08 - 20 11 Ma l a y s ia C reat i ve H ead S aatch i & S aatch i Ar achn i d

20 07 - 20 08 Si n g a p o re A rt D irect or Eu ro RS C G

20 06 - 20 07 Si n g a p o re A rt D irect or XM As i a

20 03 - 20 06 Ma l a y s ia S eni o r D esi g ner A rach ni d

 EXPERIENCED WITH

BRAND I N T E G R AT E D SOCIAL SOFT

A C T I VAT I O N PRODUCTION MANAGEMENT SKILLS

Campaign Planning Digital Installation Social media strategy and Team planning / leadership
implementation of approx 25 creatives

Creative ideas and H5 / MiniApp / APP builds

digital execution across Influencer engagement Liase with internal & external
platforms Local & Global Teams
Banner adaptation &
localization Community Management
Brand Content / Able to shift from Big picture
Experience Design thinking to small detail
Film / KV production execution.
Reporting & Analytics

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 BRAND EXPERIENCE OVER THE YEARS

202 3 2 00 3

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SOME WORK

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 C E L E B R AT I N G T H E ‘ P E R S O N A L B E S T ’ O F
O LY M P I A N S W I T H A N E W O LY M P I C M E D A L .

Since 1916, Olympics have only celebrated Gold, Silver, Bronze. We thought
that was wrong. The Olympic creed also does not line up with that.

We are currently working with Gillette, and later with the IOC to hopefully
o cially introduce a new Olympic Medal into the Winter Olympics 2022
hosted in Beijing.

This new medal celebrates all Olympians that achieve a new “Personal Best”
time/score.

C R E AT I V E I D E A / F I L M / K V /
SOCIAL / TROPHY DESIGN

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SHANGHAI SUNRISE
SUPER SCHOLARS

Unleashing the Power of Education

For a local charity that connects under

privileged students with access to high school
and university scholarships.

Created a new IP to help a local charity create

awareness, student engagement as well as
fundraising.

C R E AT I V E I D E A / D E S I G N / P R O D U C T
DESIGN & PRODUCTION / BOOTH
SALESPERSON

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BABY PHOTOS

H5 activation for Children’s Day to see if friends can

recognize each other just from their baby photos.

Winning HARIBO products, gifts and EC coupons.

Taking care of HARIBO FB for HK & TW.

ENGAGEMENT IDEA / H5 DESIGN

AND BUILD
ENGLISH LESSONS

Briefed to redesign the back of packaging, we decided to

tap onto Chinese moms need to teach English to their
children. Bahlsen English lessons was 24 interactive
English classes on words, phrases and stories. Quizzes
after each lesson connected parents to eCommerce
making learning English, funner and tastier.

E N G A G E M E N T I D E A / PA C K A G I N G
DESIGN / H5 DESIGN AND BUILD
CAPTURE YOUR PEN MOMENT
Launching a WeChat campaign highlighting the
bespoke activities that Peninsula provides for their
guests.

ENGAGEMENT IDEA / SOCIAL CONTENT /

KOL MANAGEMENT / MEDIA PLANNING

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ICE & FIRE
EC BUNDLE

With a partnership with Game of Thrones,

Johnnie Walker came out with a limited
edition bottle called “WhiteWalker” and
briefed to make JW Black Label the most
talked about brand.

WhiteWalker sells itself. Black Label, needed

to take advantage of that.

We cae out with an even more limited edition,

only available online bundle, called Ice & Fire
Bundle. Essentially leveraging the story of
G.o.T. and making the traditional Black Label,
into a bottle forged with Valyrian stone.

E N G A G E M E N T I D E A / PA C K A G E
DESIGN / EVENT CONCEPT

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L E T ’ S P L AY C H I N A

Creating a movement in China to get kids to

go out and play more, promoting the benefits
of play in developing the right side of kids
brains.

The idea, brought on Yao Ming, which was

used in tv films across different festive as well
as CSR campaigns in collaboration with Yao
Mings children foundation.

C R E AT I V E I D E A / M O B I L E A P P /
FILM / KV / SOCIAL /
 R E M I X Y O U R O W N PA RT Y

Letting students in Wuhan remix their campus

party with di erent themes provided by Smirno .

ENGAGEMENT IDEA / HUB DESIGN

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TOGETHER IN EUROPE

Modern traditions during CNY happen every year. One

trend was around family travel, taking older parents for a
holiday to get away as a family.

Invitations were made through WeChat from one family

member to another, with the recipients accepting their
requests and virtually boarding the plane.

Powered by our social CRM tool with information

regarding their family size, location and favorite
destination, we would communicate with relevant
travelers when their next family vacation was time.

ENGAGEMENT IDEA / H5 DESIGN

AND BUILD
FA R F E T C H C H I N A L A U N C H

At the RoseWood Beijing, we worked with KOLs

to help launch the brand in China, as well as a
digital installation to help create user content to
be shared onto their social spaces.

SOCIAL CONTENT / EVENT

I N S T A L L AT I O N / K O L M A N A G E M E N T

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M I N I C O U N T RY M A N L A U N C H

We “stole” the MINI Countryman and drove it around the

country before sending it back on a train carriage to the
launch event. Website, social, viral lms and event
installations and print materials all part of the fun.

C A M PA I G N I D E A / S O C I A L C O N T E N T /
E V E N T I D E A / D I G I T A L I N S T A L L AT I O N /
B T L M AT E R I A L S / W E B S I T E D E S I G N

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PRIUS LAUNCH

A brief to design an email. We took the

unique-ness of the Prius (a vehicle with 2 di erent
brains that work in sync with each other) and
made the “email” a contest whereby questions
about the Prius were sent to 2 friends, each with
half of the question.

Now they took part in the contest by working

together, like the Prius’ 2 brains.

ENGAGEMENT IDEA / EMAIL DESIGN

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 S A AT C H I & S A AT C H I
ARACHNID

L I V E WA L L

Briefed to think about what content we should display

on the screen in the o ce lobby. Instead, we built a
multi-touch o ce display that serves tra c information,
global time, latest news as well as a welcome to clients
when they visit. 100% home brew.
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P E R S O N A L I N I T I AT I V E

WONDERSOURCE
D I G I TA L M A G A Z I N E
You never know where inspiration hits!

A bi-weekly stockpile of potentially inspiring

bits from all over the internet because we
never know when/where inspiration might
hit. Could be an ad, a book launch, fashion
trend, technology to watch out for or a
song that’s currently playing. Designed for
those on the go, organized like the chaotic
mind of a creative.

Each PDF is shared to an email list that

includes internal sta across Publicis
Groupe as well as clients. Every 2-3 weeks,
they get a dose of inspiration to take what
they do to the next level.
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MORE TRADITIONAL WORK

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H A N D WA S H , B O D Y WA S H ,
SHAMPOO, BABY DIAPERS,
T O O T H PA S T E , L A U N D R Y
D E T E R G E N T , S H AV I N G

Across 5 different categories Personal Care,

Hair care, Oral care, Baby care, Laundry
Care and multiple brands within them,
building their brands through traditional
assets like 15” films and KVs that get
adapted to different formats / channels.

15” FILM / KV

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T H E P O W E R T H AT D R I V E S Y O U

New launch for the most dynamic SUV in the

Genesis family. Commanding city roads and
suburban paths, the GV70 is the convergence of
pure power and sheer elegance.

TEASER, LAUNCH & SCENARIO FILMS /

KVS / BEAUTY SHOTS / EVENT

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T H E P O W E R T H AT D R I V E S Y O U

New launch for the most dynamic SUV in the

Genesis family. Commanding city roads and
suburban paths, the GV70 is the convergence of
pure power and sheer elegance.

TEASER, LAUNCH & SCENARIO FILMS /

KVS / BEAUTY SHOTS / EVENT

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C R E AT E Y O U R O W N L E G A C Y

New launch for the agship model in the Genesis family.

The project stalled and kept going back and forth for 9
months. I stepped in and worked with the clients to launch
it after 1.5 months from brief.

The concept revolves around breaking free from the

footsteps of old legacies to create our own, in our vision, in
our way. A belief shared by new economy creators,
disruptors and entrepreneurs.

TEASER, LAUNCH & SCENARIO FILMS /

KVS / BEAUTY SHOTS

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HUNT FOR YOUR DESIRES

New launch for the shooting brake variant of G70.

A sporty wagon who’s nickname in chinese
describes it as a “Hunter”. With many shooting
brakes by other brands, we wanted to stand out
and away from the “camping” image, opting to
bring the “wild outdoors” through shadow,
lighting, fashion and raw architecture of pillars that
felt like the trees of a forest.

CAR CONCEPT / KVS / BEAUTY SHOTS

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PERFECTING PLEASURE

An Alexander Wang take on Magnum ice

cream. His attention to detail, clinical
approach to pleasure.

Also featuring the limited edition Magnum X

Alexander Wang ice cream box.

30” FILM

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CNY WISHES

In the new year, we all hope for certain things.

Kids want more time with parents in a way
that connects them.

This connection, inspired by Minute Maid’s

bottle and also drinking ritual of “shaking”
brings father and daughter together.

15” FILM
A BETTER
G E T- T O G E T H E R
The CNY hometown gathering is
not just for family, its for old friends
to reunite. Carlsberg inspires that
better celebration during CNY.

30” FILM
SOME PITCH NUGGETS

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PITCH

NEW BALANCE VI

Over the weekend, trying to get the client into a

discussion over a stalled discussion about their
“look & feel”. I put 3 approaches together based on
their thoughts and comments from previous
discussion. Covering font, color usage, graphic
design for campaign visuals and product visuals.

In the end, they decided this was too disruptive for

them and their global template.

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PITCH

R I M O WA X G O O D Y E A R

Trying to make a tire company appeal to “premium”

audiences by collaborating with a brand they know
and love, and in a way that makes the resulting
product better to use, impressive and buzz worthy.

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PITCH

LAST CIGARETTE
WITH NICORETTE
A journey to quit smoking with Nicorette.
Starts with a “Last Smoke”party, its is your
announcement to friends that you’re going to quit.

After that, the app does it job to keep you

incentivized with the right things (gym, juice, etc)
and encouraging messages from friends and family.

Based on your smoking routine, incentives pop up

when you need them.

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PITCH

SLOT MACHINE
T H AT D O N AT E S
A slot machine where people win $$ for
charities and win glory for themselves.

Taking the traditional slot machine, players on

this machine will find themselves playing to
see how much the casino will donate to
charities.

Every credit they put in is also donated to

their selected charity.
PITCH

THE FEEDING FRIDGE

Bosch wanted to highlight the technology in their

products.

We wanted to do something good for the world.

We proposed to use their technology and help

people donate the food they had in their fridge.
Leveraging food recognition technology in the
Home Connect Fridge, we can take that information
and use it as a easy way to donate food.

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 RECOGNITION

2022 2013 2008

Gillette “Personal Best Trophy” - MMA Regional New York Festival
CampaignBrief Asia The Work 2022 Silver – Brand Awareness Digital and Interactive Bronze World Medal
ROI Festival China Silver Mixed Media Finalist
China Marketing Awards Bronze MMA China
Gold – Cross Media Integration Spikes Asia
Silver – Social Good Digital Website Gold Spike
2021 Golden Mouse Advertising Hall of Fame
Safeguard “Long Distance Love” Gold for Best Social Media Online campaign of the year
CampaignBrief Asia The Work 2021 Silver for Best Integrated Campaign
ROI Festival China Silver E e - Digital Campaign - Silver

2011 2006
2017 Malaysia E es - Silver Asia Interactive Awards
AIA Award Gold/ Bronze
Best Online Campaign - Bronze
Campaign Digital Media Awards Best Online Performance - Finalist
Automotive - Website and Viral – Silver Best Viral Marketing Campaign - Finalist
2016
Best Breakthrough Advertising – Silver
Kancils
CampaignAsia “40 Under 40”
Bronze – Cyber Campaign Kancil Awards
Campaign China Digital A-List Merit – Social Media Digital Website Merit x 3
Top Mobile Award Gold - Haribo Merit – Multimedia Campaign
MullenLowe Profero B.O.B New York Festival
A+M Markies Malaysia Best Social Best Finalist
Social Media Campaign
2014 Best Website Design
Best Print Campaign 2005
Startup Weekend Shanghai 1st Place Winner Silver - Digital Agency of the Year
MullenLowe Profero B.O.B. - Bronze Bronze – DM Agency of the Year Kancil Awards
Bronze – Creative Agency of the Year Bronze x 2
Great Wall China Awards - Bronze
Top Digital - Gold – Creativity
China E es - Silver – Household Products

“THANKS so much for your great contribu ons in the past years! It’s been a happy “Brain has been a great partner to our Crest new campaign and
and really frui ul journey together – we’ve made Safeguard one the biggest brands commercial development journey, his work has brought millions of
in the industry, protected millions of consumers from germs” smiles to China consumers.”

- Cosine Kou, Brand Director @ P&G China, Personal Care - Shannon Li, Brand Director @ P&G China, Oral Care
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 谢 谢
X I E X I E