Tony has worked in advertising and marketing communications in Asia Pacific for over 20 years. His experience and knowledge is extensive, having worked as a Creative Director in ad agencies (both above and below the line), and as an integrated communications consultant for regional businesses.

As an Creative Director specialising in brand campaigns, he has created numerous campaigns for international clients, including Philip Morris, Microsoft, Unilever, Nestlé, Canon, Reebok, Warner Bros. Consumer Products, and the Asian Wall Street Journal.

As one of the founding members of McCann Erickson's 'Cathay Pacific Central Team', Tony created award-winning worldwide campaigns involving television, print and direct marketing. He designed their first website. As the Associate Creative Director of McCann's, Tony helped create 'The Heart of Asia' campaign, conceptualising, art-directing and creating campaign materials.

The 'Heart of Asia' campaign won the New York Festival Advertising and Marketing Effectiveness (AME) Gold Award.

Following his three-year stay at McCann's, Tony was appointed as Creative Director of Dentsu Inc. Hong Kong.

During his two-year term he was responsible for implementing and adapting the new worldwide brand/attitude

campaign for Nescafé in Hong Kong and Greater China. His responsibilities also included creating regional

campaigns for Canon and Nestle.

Tony then co-founded the boutique creative shop Get Smart Communications and succeeded in

winning the Virgin Atlantic account, among other clients.

Tony was the Regional Creative Director at Leo Burnett Hong Kong.  He oversaw and directed

advertising and consumer engagement ideas for Philip Morris International, creating pan regional

campaigns for client brands, including Marlboro. He supervised a team of nine creatives in

Hong Kong and his work took him to APAC markets to ensure the brands are strategically aligned,

world class in execution, and compliant.

Major markets include India, Korea, Australia, Malaysia, Indonesia, Korea, China and the

Philippines.

In addition to his regional duties, Tony was the lead creative on the Parliament brand

(the fastest growing tobacco brand in the world) and was responsible for conceiving, art directing

and producing the global campaigns out of Hong Kong. Major markets include Russia, Japan,

Korea, Turkey, Argentina and the Middle East.

Recently, Tony created a global campaign for an HR initiative from PMI. Inkompass.global.

The campaign attracts students to intern at PMI and get real work experience. The process involved

creating the brand name, CI, through to website,

print, TVC and social media platforms. The viral video has had over 2 million hits and Facebook over 1million likes, this all within a two-year period.

Besides regular tobacco campaigns, Tony was part of the global team ideating PMI'S launch IQOS campaign including its first foray into social media.

In 2011 he was recognized with Leo Burnett's 'Star Reacher' award for bringing a new creative direction to PMI and winning the most 7+ awards

(internal agency award) in the region.

Again in 2015, he was awarded his second 'Star Reacher' award. This double recognition has been achieved only a few within Leo Burnett Worldwide.

PMI Work Highlights:

Pan Regional: Created a Duty Free campaign for Marlboro across Asia launching the

New Marlboro Red revamped packaging and product.

Korea: Credited with creating the first Marlboro campaign not to feature a cowboy. The brand has grown

substantially since campaign launch.

Philippines: Won a pitch for Philip Morris Menthol against Y&R. The campaign won 7+'s

(internal agency global award) for three years in a row.

Indonesia: Created the launch campaign for Marlboro Kretek, a bold line extension for the brand in this market.

Australia: Designed retail environments that recognized tight restrictions in this market.

China: Designed communications for Marlboro Ferrari's participation in the country's first  F1 Grand Prix.

India: Re-launched Marlboro in India. Created a market specific campaign that worked in the crowded retail

environment.

Global: Invited to be part of a Global Creative Taskforce in Madrid and won a global pitch for Chesterfield brand

against Y&R.

Global: Part of a Global Taskforce in Tokyo; created a worldwide campaign for Parliament, the premium PMI offering.

Creative development for this account has been led from Hong Kong for the last seven years.

Global: As part of a Global Taskforce, Tony recently created a global campaign for L&M, a below premium brand.

Global: Invited to be part of a Global Taskforce in Milan developing the new global Be Marlboro campaign and instrumental in adapting it to Asian markets.

Awards

New York Festivals, London Media & Marketing Awards, Asian Advertising Awards and

The Asian Direct Marketing Awards.