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Ted Choo

Head, Corporate Marketing & Branding,
Singapore Management University

Ted Choo is a serial enterprising marketer. Currently at Singapore Management University as Head of Corporate Marketing & Branding; his career has span areas as diverse as marketing, advertising, media, design, business consulting, start-ups, fund raising, mentorship and volunteerism.

His initial career years were spent with prestigious firms such as Ogilvy & Mather, American Express and The Ball Partnership/EURO RSCG. In 1993, a combination of enterprise, rebellious streak and naivety took Ted into unchartered territory by pioneering Monsoon Advertising with a few friends. They became known as the "giant killer" having clinched Mercedes Benz/Cycle & Carriage on their maiden pitch. 7 years later with a stable of big international clients and strings of awards; they merged with Lowe & Partners Worldwide.

In 2000, with "dot.com" dreams shattered, Ted and a few friends started Gosh Advertising to "fuel the soul and spirit (and fill their stomachs)". It was an adventure to say the least having braved through the global financial crisis and SARS. It was a test of tenacity, compassion, business acumen, personal and professional character. Following three successful joint ventures in Financial Marketing (HK), Shopper Marketing (US) and Property Marketing (China).. and a healthy brand in Gosh; Ted sold his shares after 12 years at the helm.

Ted's contributions to the industry was as President of The 4As (2009 -2012) where he led the industry charge on key initiatives to improve the professionalism and recognition of his marketing and advertising colleagues. He worked tirelessly with WDA, Design Council, SPRING Singapore, e2i, NTUC and C4As. His efforts can be seen at the Singapore Pavilion of the 2010 Shanghai World Expo.

In addition to running his own business and being the President of The 4As, Ted also mentors and lectures at Singapore Polytechnic, Nanyang Polytechnic , SMU and GroupM. He was on the Advisory Panel of NUS New Media & Communications at the same time. These experiences of learning and imparting had a profound impression that led Ted to his second wind. Having sold off his business, Ted took a gap year (2013) to travel, volunteer, discover and reflect. Trekking in Bhutan, building homes in Bangladesh, Laos, Cambodia and Batam; animal conservation works in Zimbabwe and South Africa to organic farming in Chiang Mai… those were the happiest moments for Ted.

Aside from his day job at SMU, Ted also judges at Award shows such as NYP’s Entrepreneurship Day, Singapore Established Brand Award, Singapore Media Awards and Asia Effies. In his spare time, Ted takes long runs, goes through his bucket list and continue his volunteer work to advance the less fortunate across the region.



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