dAgraphik: May 2009

Sunday, May 10, 2009

The Singapore's Speak Mandarin Campaign 2009 by Lim Sau Hoong (CEO/ECD of 10AM Communication) is just marvelous. Making a lot of Singaporeans finding it hard to swallow, the fact that foreign children are doing it better than the locals. Very In-Your-Face, it gives every Chinese a tight slap plus a wake-up call. Simply love them!

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Little Background on Lim Sau Hoong:
Lim Sau Hoong began her career at Ogilvy & Mather Singapore. She spent a total of 11 years working her way from junior Copywriter to Creative Director of Ogilvy & Mather Singapore, Beijing and Shanghai.

Following this, Sau Hoong took her stewardship to the BBDO network, where she served as both Executive Creative Director of the Singapore office and Creative Consultant for the network's China arm.

In Oct 2000, Sau Hoong made her biggest move yet, starting a small shop with just ten colleagues. 10AM Communications, which Sau Hoong co-founded and remains Chief Executive Officer/Executive Creative Director of, has since burgeoned to a highly regarded full service agency of 25 professionals.

Sau Hoong brought her Midas touch with her, creating many unforgettable commercials, many of which proved to be some of the region's most timeless and memorable work. These include: a picturesque piece for Nippon paint that was shot in Mongolia, a progressive campaign for Pidemco Land, Guinness' ‘Word of Wisdom' campaign that ran from 1989 to 1994 (featuring Hong Kong celebrity, George Lam), work for China's national TV station, CCTV, Sony Ericsson “Squirrel” commercial, and the Bank of China campaign that not only garnered over 70 international awards but also created an enduring brand image for the bank.

10AM Communications has earned recognitions from the D&AD, One Show, Clio, Asia TV Awards, Asia Media Awards, and Cannes Lion. Sau Hoong herself had represented Singapore in judging Cannes, Clio, Times Asia Pacific Advertising Awards, CCA and many other international awards. Last year, she was invited to judge in the prestigious President Design Award in Singapore. And early this year, she was also voted as one of the top 3 most influential person in media, marketing and advertising in Singapore.

10AM's very personal approach to brand building is what marks the agency from many other local and MNCs. Also, Sau Hoong and 10AM hold the same dream – to build a truly unique Singapore brand.