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Letting ideas take flight on

5th August

Kaplan Higher Education Institute
Wilkie Edge, 8 Wilkie Road
Level 5, Singapore 228095

WE502 & WE503

PROGRAMME

BOOKLET

cOnTEnTs
ABOUT MADCamp // 1
ORGANISERS // 2
PROGRAMME // 3
JUDGES // 4
LECTURERS // 6
CLIENTS // 7
TEAM’S PROFILE // 13
ORGANISING TEAM // 26
ACKNOWLEDGEMENTS // 28

ABOuT MAdcamp
Initiated by Murdoch University’s communication
students based in Kaplan Singapore’s campus,
Make A Difference Campaign, or rather MADCamp,
gathers a community of individuals who strive
for everyday change. MADCamp works with notfor-profit organisations to challenge students to
be the voice that advocates for social good. The
campaign culminates in a conference that serves as
an empowering platform for the exchange of MAD
ideas and perspectives.
The seventh edition of MADCamp is themed “Making
the Impossible, Possible”. MADCamp 2016 offers
a platform for students to display and share their
unique learning journeys and experiences on Public
Relations with Murdoch University. At the same
time, it allows for valuable learning opportunities
and insights into a day in the life of a Public Relations
practitioner.
MADCamp 2016 | 1

ORGANISERS

Established in 1973 as a research university, Murdoch University today remains ranked in the top
12 Research Universities in Australia. As one of the leading universities in Australia, Murdoch
University is a progressive and dynamic institution that embraces free-thinking and has an
international reputation for excellence in teaching and student satisfaction.
The Murdoch University programme in Singapore operates in partnership with Kaplan Singapore.
It offers a selection of courses that allow students the flexibility to complete their Murdoch degrees
in either full-time or part-time study modes.
Murdoch University emulates the same quality and high standards of education provided to its
Perth, Western Australia campus to students studying in its offshore campuses. They study the
same subjects and are assessed at the same standard of performance. This enables students to
enjoy all the advantages of studying at a university with an international reputation for academic
excellence in their country of choice.

Kaplan is a part of one of the world’s largest education companies, Kaplan Inc. within Singapore.
Being one of the country’s leading private education providers, it is made up of two divisions –
Kaplan Higher Education and Kaplan Learning Institute. With programmes ranging from Diploma,
Degrees to Masters and professional certificates, Kaplan is the choice for students and working
adults who wish to achieve their education and career goals.
Since 2006, Kaplan Singapore has offered programmes in partnership with Murdoch University.
The career-oriented academic programmes are designed specifically to provide students with the
skills necessary to not only qualify, but also to quantify them with the essential assets required for
employment in their desired fields.

2 | ORGANISERS

PROGRAMME
Time

Duration

Programme/Team

Client

9:00am

15mins

Opening Speech

9:15am

30mins

Can Lah!
Communications

Singapore Red Cross

9:45am

30mins

Lighthouse
Communications

Lions Befrienders Service
Association

10:15am

30mins

Emergence
Communication

Social Change in Action
(SoCh in Action)

10:45am

30mins

Aspiring Dreams

Habitat For Humanity
Singapore

11:15am

30mins

Genesis

Smile Asia

11:45am

90mins

Lunch Break

13:15pm

30mins

Project Incub8

Surreal Destinations

13:45pm

30mins

Pitch PR

Singapore Red Cross

14:15pm

30mins

WordWorks

Eagles Mediation
Counselling Centre

14:45pm

30mins

NEUE
Communications

Singapore Cancer Society

15:15pm

30mins

Tea Break

15:45pm

30mins

Vοητός-ImaginABLE

My First Skool

16:15pm

30mins

Vision
Communications

NTUC First Campus

16:45pm

30mins

Quintet
Communications

Trybe Limited

17:15pm

30mins

In Omnia Paratus

Causes for Animals

17:45pm

15mins

Closing Speech

18:15pm

5mins

Group Photo

Blood Donation
Recruitment Programme

MADCamp 2016 | 3

JUDGES
CATHERINE ARCHER
Lecturer / Researcher
Murdoch University
Catherine Archer is a researcher and lecturer in Public Relations
within the School of Arts at Murdoch University in Perth, Western
Australia. Catherine is undertaking her PhD at the University of
WA focusing on social media. She has presented on social media
to a variety of industry groups including WA public servants and
communications consultants. Her Masters’ Thesis looked at
employer branding in the health industry. Catherine has published
in academic journals and presented at many international
conferences. Prior to working as an academic, Catherine had
more than 15 years in industry, working in services marketing
management as well as public relations, communications and
consulting.

JAMES ENG JIN BRASHER
Partner
Rice Communications
James has over 18 years communications, media and journalism
experience in Asia Pacific.
At Rice, James’ focus is on providing strategic counsel to the
agency’s key clients and overseeing business development. He
works with clients and account teams to set the best strategic
approach to communications at the outset of a campaign. He is
responsible for ensuring that clients are completely satisfied
with the services and results delivered by the agency. James
has extensive experience in designing and implementing
communications programmes for products, services and key
executives and always brings a creative flair to all the campaigns
he is part of. He also conducts messaging workshops, media
training and is a senior point of contact for broadcast interviews.
Before moving to Singapore in 2000, James worked in the media
and communications industry in Australia. In Singapore, he has
managed local, regional and global communication programmes

4 | JUDGES

for blue chip companies and government agencies, focusing on
strategic planning, media relations and issues management.
James has provided counsel to over 80 organisations during his
career. These include Agilent Technologies, Audi, BlackBerry,
Bank of America, Carl Zeiss, Chevron, Fonterra, General Insurance
Association of Singapore, Gulf Air, Microsoft, Neptune Orient Lines
Group, Pirelli, Salesforce.com, Singapore Airlines, Singapore
Airport Terminal Services, Singapore Mass Rapid Transit, Sony
and Visa.
Prior to joining Rice, James was Managing Director, Asia Pacific at
LEWIS Public Relations where he worked for over six years. In the
five years before LEWIS, he was a consultant with Baldwin Boyle
Shand, an agency specialising in public affairs.

KELVIN PHANG
Founding Director
Empower Marketing Asia
Kelvin is a rare marketeer with media, agency and client
experience.
The 20-year communications veteran worked across radio
(Power98), TV (Mediacorp) and print (Straits Times, TODAY) from
1996-2002.
His agency stints (Octagon, Edelman, Weber Shandwick) was
spent leading consumer practices in China - overseeing blue-chip
clients like Johnny Walker, Hennessy, PepsiCo, BMW, Citibank,
Porsche, Swatch, Nike, Adidas, New Balance, and more. In 2011,
he led Timberland’s ‘Fellowship of Earthkeepers’ campaign that
climaxed with China’s first-ever ‘carbon-neutral’ pop concert.
As WWE’s Greater China Marketing Director, he introduced ‘sports
entertainment’ into China. As UFC’s Director of Marketing for Asia,
he was behind The Ultimate Fighter China and sold-out shows in
Singapore and Macau.
In 2012, he founded Empower in Shanghai (where he resided
for eight years) before setting up a Singapore office in 2014.
Empower’s clients include Heineken, TigerBeer, Jack Daniels,
USG Boral, Tate&Lyle, Singtel, HSBC World Rugby Singapore and
more.
JUDGES | 5

LECTURERS
Anjna Vij Nihalani
Anjna is an industry veteran with over 18 years of corporate
experience. Her career in Public Relations and Communications
has allowed her interesting and exciting insights into the
Healthcare, Tourism and Hospitality industries. She brings
her classes to life with much laughter about her real-world
experiences. Included in her classes, free-of-charge, are
lessons learnt from corporate life. She is passionate about
teaching and imparting knowledge to her students and is a
great advocate for Corporate Social Responsibility. She set up
the now defunct ASEAN Children’s Foundation that assisted in
diagnosing and providing treatment to children suffering from
Acute Lymphoblastic Leukemia.
Anjna has served as a corporate trainer to the Governments
of Singapore and Sri Lanka. She has been lecturing for over
4 years and focuses mainly on her two areas of passion –
Communications and Public Relations as well as Healthcare
Management.
Shalu Matani
As an industry practitioner at EASTWEST Public Relations,
Singapore for over 10 years, Shalu has specialised in
servicing clients from the IT and Education industries She
has spear-headed media relations for large regional IT trade
shows such as the COMDEX Asia, Direct Marketing Asia and
CommunicAsia. During her time at the agency, she initiated
a PR internship programme for students to get hands-on
working experience. With her belief in advocating for the less
advantaged, Shalu provided and implemented pro-bono PR
activities for CyberCare, a non-profit organisation that aims
to unite under-privileged children through the Internet and
various other special projects.
Whilst at the agency, she embarked upon lecturing in order to
share industry knowledge and experience; focusing on Public
Relations, Advertising, Marketing and Communications. Shalu
has been lecturing for 17 years, and enjoys being a part of her
students’ lives and their education journeys.
6 | LECTURERS

clientS
CAUSES FOR ANIMALS (SINGAPORE)
Causes for Animals (Singapore) Limited is an animal welfare
charity set up to support the needs of local animal welfare in
Singapore. Their mission is to save the lives of the homeless and
unwanted companion animals of Singapore. They employ programs
and policies to promote best practice, ethical, sustainable and
compassionate treatment of these animals. The CAS team has
over 30 years of combined experience in Animal Welfare Work.
CAS believes that working hand in hand with other organisations
is vital and most importantly the best means to benefit local street
dogs and cats.

EAGLES MEDIATION COUNSELLING CENTRE
Eagles Mediation Counselling Centre (EMCC) was established
in 1997 with the vision of bringing hope to broken relationships.
As a one stop centre for relational restoration and wellness, the
organisation is one of the few agencies with the necessary expertise
to provide integrative services in mediation and psychotherapy.
A pioneer of family mediation and training, Eagles Mediation and
Counselling Centre believes in a holistic and integrated approach
to addressing relational disputes or difficulties, with an effective
use of evidence based methodology in a range of services that
includes mediation, counselling, training and education. Eagles
Mediation and Counselling Centre has also consciously worked
towards a greater engagement with the community, with active
development of upstream initiatives towards prevention and early
prevention of psycho-emotional and relational problems. EMCC’s
milestones include celebrating a 10-year partnership with National
Junior College in providing counselling services to boarding school
students.

CLIENTS | 7

HABITAT FOR HUMANITY SINGAPORE
Habitat for Humanity Singapore was founded in 2004. Since its
inception, Habitat for Humanity Singapore has mobilized hundreds
of teams of volunteers for building projects and disaster response
to countries such as China, India, Indonesia, Vietnam, Malaysia,
the Philippines and Thailand.
Habitat for Humanity Singapore runs Project HomeWorks, where
they clean up houses of the elderly poor and help provide adequate
household furnishings for families in need. With the help of
volunteers, they have cleaned a total of 1,500 units since 2006.
Bare Your Sole is Habitat for Humanity Singapore’s largest
fundraising event which encourages participants to walk barefoot
for 2km to 4km. It seeks to remember Habitat’s beneficiaries,
many of whom go day-to-day barefoot. This year would be their
8th edition of the iconic barefoot charity walk. 2016 marks Habitat
for Humanity Singapore’s 40th Anniversary, 10th Anniversary of
Project HomeWorks and 8th year of Bare Your Sole.

LIONS BEFRIENDERS SERVICE ASSOCIATION (SINGAPORE)
Lions Befrienders Service Association (Singapore) – Lions
Befrienders (LB) is a Voluntary Welfare Organisation founded in
1995 by the Lions Clubs of Singapore and Lions District Project.
They are also a registered member with the National Council of
Social Service, the local social service sector’s umbrella body.
Lions Befrienders envisions a nation where every senior is active,
healthy and happy. With the mission to provide friendship and care
for seniors to age in place with community participation; enabling
them to enjoy meaningful and augmented lives. Lions Befrienders
work towards the goal of connecting seniors and enriching lives.

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MY FIRST SKOOL
My First Skool is part of the NTUC First Campus Cooperative that
focuses on early childhood development and education. They have
over 120 preschools islandwide that cater to children and infants
between the ages of 2 months and 6 years.
Their vision is to provide a joyful and inspiring early learning
experience for all that fulfils the promise of each child, while making
quality early childhood care and education services affordable and
accessible to families. They build their brand on the values of
integrity, service, passion, innovation, relationship, excellence and
nurturing. Currently, they have more than 2,200 educators who are
trained under the Early Childhood Development Agency (ECDA),
most of their educators hold a Diploma in Preschool Education.

NTUC FIRST CAMPUS
Established as NTUC Childcare in 1977, NTUC First Campus Cooperative Limited (NFC) became one of the nine co-operatives
of the National Trades Union Congress (NTUC) in 1992. With the
social mission of providing quality and affordable early childhood
care and education services to working parents, NFC is a renowned
and trusted early childhood care and education service provider
in Singapore. NFC childcare centres include My First Skool, The
Little Skool-House International and The Caterpillar’s Cove. NFC
is also a community of teachers, parents and early childhood care
and education professionals working together to bring out the best
in each child and create inspiring moments for all.

CLIENTS | 9

SINGAPORE RED CROSS
Singapore Red Cross is part of a world-wide, non-political, nonreligious, independent humanitarian organisation dedicated to
protecting human life and dignity, relieving human suffering and
responding to emergencies.
Singapore Red Cross is recognised as a leading and distinctive
humanitarian organisation that brings people and institutions
together in aid of the vulnerable. Singapore Red Cross is dedicated
to relieving human suffering, protecting human lives and dignity
and responding to emergencies.

SINGAPORE RED CROSS
(BLOOD DONOR RECRUITMENT PROGRAMME)
The Singapore Red Cross (SRC) was appointed the National Blood
Donor Recruiter in April 2001. Together with their partner-inservice, the Blood Services Group of the Health Sciences Authority,
they aim to collect sufficient safe blood for the transfusion needs
of all their hospitals.
The SRC focuses on 3 main functions in the National Blood
Programme:

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Recruitment, Retention and Recognition of blood donors

Promotion and Education to increase public awareness on
the importance of blood donation

Organisation of mobile blood donation drives in the community

SINGAPORE CANCER SOCIETY
Established in 1964, the Singapore Cancer Society (SCS) was
established by individuals who had a common goal for Singapore;
To help needy patients and advance their cause for cancer
prevention. SCS is a not-for-profit organisation supported by
the public through donations and fundraising campaigns. It is
currently endorsed by the Ministry of Health and is a member of
the National Council of Social Service.
Through their campaigns and programmes, the SCS has
endeavoured to offer cancer treatment subsidies, welfare and
social aid, rehabilitative support, subsidised cancer screenings,
offer breakthrough in research as well as educating the public on
cancer awareness. SCS strives to be the leading charitable cancer
organisation in Singapore and the region, with a reputation for
effective programmes for the prevention and control of cancer.

SMILE ASIA
Smile Asia’s origins go back to 2006 when Mr. Gary Loh, a
successful private equity investor, had a chance meeting with
Dr Vincent Yeow, a renowned plastic surgeon, both of whom
shared a common goal of addressing the incidence of cleft lip
and cleft palate among children in Asia. Vincent had already
been independently organizing similar surgical medical missions
since 1995. Their combined passion inspired Tony Tan, Khing Go,
Stefanie Yuen Thio, Christine Pillsbury and Dr Beng Teck Liang, all
successful businesspersons and professionals, to get involved in
the cause. Thus, the organisation was founded to become one of
the region’s key resource centres.
In 2015, to identify themselves more clearly with the work they
have been doing, they created the brand Smile Asia to continue
treating Asia’s poor children afflicted with facial deformities.

CLIENTS | 11

SOCIAL CHANGE IN ACTION (SoCh in Action)
Social Change in Action (SoCh in Action) was founded by Madhu
Verma, in 2010. Madhu Verma had previously worked with business
corporations and social sector organisations. SoCh collaborates
with individuals and organisations that share its passion of
empowering children. It is a social enterprise that believes in a
children-inclusive’ society. At SoCh they encourage children to
THINK, VOICE and ACT, so they can embrace the challenges in the
society and drive change as a result.

SURREAL DESTINATIONS
Surreal Destinations, a division of Chariot Travels (1998) was
established in 2016 with the aim to share unique, experiential,
meaningful and unforgettable travel experiences. Albeit
embarking on this newfound journey, Surreal Destinations already
has curated several engaging travels to atypical destinations.
Some noteworthy destinations on the Surrealist Map includes
beguiling Bhutan and cultural Uzbekistan, amongst others.
From immersing into another’s culture, to engaging and interacting
with a destination’s native communities, nature and all its charms,
you are in for a whirlwind of #SurrealistMoment

TRYBE LIMITED
Trybe is a community of people who are committed to walk
alongside youth and believe that each of them can become a
success story. Trybe conducts programmes for mainstream
schools and manages two juvenile institutions for offenders. The
work may vary in its medium, but each work is dedicated to their
one vision – Every Youth A Success Story.
Trybe believes in harnessing the power of community to make
a positive impact on the lives of the youths. Trybe believes in
engaging, encouraging and enabling every youth to lead passionate
and purposeful lives that will create a positive impact on their
communities.
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ASPIRING
DREAMS
TEAM’S PROFILE

Aspiring Dreams is a Public Relations (PR) agency that delivers PR
& communications. The agency aims to build mutual benefits with
both their clients and target publics.
Their passionate team of public relation professionals understands
the importance of engaging appropriate target audiences. Aspiring
Dreams consists of individuals of diverse nationalities and races,
one of their unique strengths as a PR team.
Their unique ideas, innovations and thinking styles enriches their
team’s performance, a result of their varied religions, cultures
and ethnic backgrounds. They are committed to the highest
standards in everything they do and understand how audience
engage with the world around them. They recognise that in today’s
ever-connected world, it’s all about integrated communications.
The values of Aspiring Dreams are aligned with their clients, with
clients being their inspiration, they hope to aspire dreams.

TEAM’S PROFILE | 13

cAn LAH!
cOMMunicATiOns
TEAM’s PROfiLE

Born and bred in Singapore, for Singaporeans by Singaporeans.
Like the Singaporean dream, Can Lah! believes in diversity – where
people of diverse and rich backgrounds share their experience and
bring ideas to life!
They are not your typical agency but a multi-disciplinary public
relations agency that specialises in a hybrid of traditional and new
media communications.
With the evolving media landscape and how people consume news
and content these days, they understand the likes and dislikes of
each audience and are committed to tell your story at the right
time and in the right space.
Be it your yearly getai performances or a massive outreach
programme to encourage fertility, they make sure they do
everything swee swee for you.
Because they confirm guarantee plus chop, their ideas sure can
one lah!

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EMERGEncE
cOMMunicATiOns
TEAM’s PROfiLE

A young and vibrant team based in Singapore, Emergence
Communications is your one stop solution to consultancy, campaign
strategy and event execution. Emergence Communications looks
to bring a brand new culture and approach to traditional methods
and roles, while looking to help companies reach out to a wider
audience.
VisiOn
To be one of the top communication firms in Singapore, helping
companies to break out of their shell and emerge in the global
market.
MissiOn
To provide public relations and communication strategies
that surpasses clients’ expectations, aiding in building strong
relationships, influencing perspectives and attitudes to bring
about social change.

TEAM’S PROFILE | 15

GENESIS
TEAM’S PROFILE

Genesis’ aim is to provide top-notch communications services to
their clients and to go beyond the scope of a traditional PR firm.
At the same time, they strive to work together to perfect the craft
of communication.
Their vision is to be recognised as the most creative, dedicated and
reliable communication firm in Singapore, providing their clients
with a level of excellence that surpasses their expectations each
time.
They are extremely passionate about the industry as well as their
clients whom they serve to the best of their abilities. They are
a committed team of individuals who believe in forging strong
relationships not only amongst themselves, but also with their
stakeholders and clients as they believe trust and credibility is
vital for doing business. They dedicate themselves to protecting
integrity and public trust, which are the cornerstones of their
firm’s reputation.

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IN OMNIA
PARATUS
TEAM’S PROFILE

“IN OMNIA PARATUS” is a Singapore based PR agency which
serves communication solutions with insights of the local industry.
With experience in industries ranging from fashion to military
logistics, they have been able to consistently deliver results with
a fresh perspective and satisfy the needs of their clients. Their
clients range from MNCs to hungry startups looking to make a
splash in the local scene. They are always eager to welcome new
clients and create lasting relationships with them.

TEAM’S PROFILE | 17

LIGHTHOUSE
COMMUNICATIONS
TEAM’S PROFILE

As a multi-disciplinary creative communications agency,
Lighthouse Communications pride themselves on their ability
to navigate their clients through communication complexities;
turning brand stories into impactful narratives and communicating
them effectively through their passion and expertise.
Their extensive network and strategic solutions empower their
clients to better leverage their strengths as well as receive sound
returns on customer engagement programmes and campaigns.
At Lighthouse Communications, they are dedicated to connecting
their clients with their target audience. Let your commitment to a
successful outcome start here with Lighthouse Communications.

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nEuE
THE GAMEcHAnGER
TEAM’s PROfiLE

NEUE (pronounced “NOY-ya”). Origin: German Definition: ‘new’.
Neue is formed by a group of six individuals with a passion for
injecting newness into the world of public relations. Their vision at
Neue is to be the nexus of good communication. They believe in the
transformative power of storytelling to simplify communications,
elevate experiences, engage and inspire people everywhere.
Good PR comes from good stories and collaboration. They have
combined capabilities in consumer and brand marketing, public
relations, design and project management.
VisiOn
To be the Nexus of Good Communication
MissiOn
To be the Game Changer in Communications
To Make Connections through Good, Honest Storytelling
Create Unbreakable Bonds with our Clients and Stakeholders
that translate into new, thought-provoking and poignant stories to
Connect People from all walks of life

TEAM’S PROFILE | 19

PITCH PR
TEAM’S PROFILE

Pitch PR is an established public relations and advertising agency,
equipped with a close-knit team. They are ever-expanding with
talented and dedicated individuals who share their passion for
communication. Not only do they aim to build your brand, but they
are committed in establishing fruitful long-term relationships with
your clients and stakeholders.
With a stronghold of 10 years in the Southeast Asian public
relations sector, their experience amongst household brands and
international brands is broad – ranging from fashion, culinary,
entertainment and non-profit organisations. Delivering the best
communication strategies coupled with a dynamic workforce, they
aim not only to achieve their client’s goals but to empower both
client and community alike. Aiding both local and multinational
corporations in their brand awareness, business ideals and
expansion tactics – no company, homegrown or international, is
ever too small or big for them.

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PROJECT
INCUB8
TEAM’S PROFILE

Project Incub8 is a multi-disciplinary communication consultancy,
specializing in media communication, public relations and
integrated campaign management. Their strategic set of
objectives, maximizes their potential and outreach of each project
execution.
Project Incub8 aims to deliver positive impacts for their clients
through meticulously evaluated strategies. They are dedicated to
the practice of international public relations and communications,
providing a gateway to organisations that are interested in reaching
out to wider markets, especially in the Southeast Asian region.
They believe that “nothing is too small for them”, as they are
committed to providing the best results for each and every one of
their clients.

TEAM’S PROFILE | 21

QUINTET
COMMUNICATIONS
TEAM’S PROFILE

Quintet Communications is a multi-disciplinary creative outfit,
with communications expertise across many industries. Their
forte includes digital communications and media-related works.
Quintet Communications combines local knowledge with the
power and resources of a global network.
They provide strategic counselling and advisory for homegrown
and multi-national brands. Their communication programs have
a strong digital and online component built into them, with a focus
on online community building and development. With strong local
and regional knowledge, their network and solutions empower
their clients to better leverage their strengths, get sound returns
on their campaigns and customer engagement programme.

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VISION
COMMUNICATIONS
TEAM’S PROFILE

Vision Communications consists of five capable, innovative,
and skillful individuals who work hard to deliver successful
results. At Vision Communications, they believe that
there is no one-size-fits-all approach.
The team devises
smart and dedicated campaigns that exceed expectations
based on their individual assessment of their clients.
In an ever changing digital world, Vision Communications help
clients navigate media, business, and consumer landscapes.
Vision Communications identifies and creates PR opportunities for
brands and devise appropriate PR mechanisms. They aim to be the
leading choice for clients and brands.
Vision Communications
Your Story. Our Passion.

TEAM’S PROFILE | 23

Vοητός
Imaginable
TEAM’S PROFILE

Pronounced “Noitos” in Greek. It is defined as “ImaginABLE”
Vοητός is a group of six individuals with the desire to put forward
their wildest, most impossible imagination into something doable,
thus the name “ImaginABLE”. They strive to be the best in terms of
skills and competency in the field of Public Relations. Their main
aim and focus would be to deliver and express good communication
between their client and target audience. They strive to have a
good relationship and understanding amongst their clients and
facilitate a good communication process.
Vοητός - Public Relations that’s good for you and the interconnected
world.
Vision
To practice and facilitate good communication and uphold a high
level of professionalism at all times
Mission
Spreading the power of good communication

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WORDWORKS
TEAM’S PROFILE

WordWorks strives to deliver top-notch, client-oriented quality
public relation campaigns that generate positive press coverage
through a wide range of media.
They provide an informal yet professional environment that
encourages and rewards creativity. They are committed to
understanding the issues that affect their clients and strive to help
their clients communicate, engage and build relationships in a
world that calls for continuous, proactive public engagement.
Grounded by their core values and strengthened by the trust of
their clients, they have transitioned from a service-oriented firm to
one that provides effective solutions. They aim to be your partners
in a dynamic and creative relationship, to achieve your intended
goal within a stipulated amount of time.

TEAM’S PROFILE | 25

APEIRON
ORGANISING TEAM

Communication comes in all forms, there are unlimited ways of
how you can communicate with your stakeholders and clients.
At Apeiron, we, as professional Public Relations practitioners,
are here to assist you by providing astute strategies for you to
efficiently communicate with them.
CHARLENE LEOW / Accounts Director
Charlene brings many years of experience to Apeiron, having
worked in a statutory board and in the MICE industry. She also was
involved with events like the Marina Bay Singapore Countdown and
i Light Marina Bay to lead digital media campaigning, planning and
execution; as well as events management.
In her role as Account Director for Apeiron, Charlene is responsible
for partnering closely with key stakeholders and target audiences
to identify and evaluate the best campaign strategy to ensure
the best possible support and results for the client that Apeiron
represents.
JASON CHUNG / Creative Director
Jason has garnered 7 years of designing experience from various
industries ranging from the private sector to statutory boards. His
past experience in events includes being part of the organising
committee for his diploma show.
Jason’s role as Creative Director for Apeiron involves working
closely with his team to strategize and design the campaign / event
according to clients’ requirements. He aims to ensure that designs
delivered to Apeiron’s clients will reach out to their stakeholders.

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BENJAMIN CHEONG / Strategy Director
Benjamin has experience in organising sports, youth-related
events, conferences and dialogue sessions with Ministers and
Members of Parliament (MPs). He was also part of the committee
involved in Chingay 2015/16. Having served as an Operations
Sergeant in the Guards formation, Benjamin has gained experience
in planning, wargaming and execution of operations. He was part
of the committee involved in the security planning and deployment
for National Day.
Bold and equipped with a strong vision, Benjamin, who is the
Strategy Director of the team plans to use his experience and
expertise to lead the team towards an exciting and meaningful
direction.
CHANTELLE SHALINI / Corporate Communication Director
Chantelle Shalini is a driven individual with an exceptional finesse
in planning and project management. She has dabbled in events,
communications and marketing having worked at a statutory
board and the sports scene. She has been involved in organising
technology events and workshops and has served as the key
contact person for member organisations during sepak takraw
tournament operations.
As a Corporate Communications Associate for Apeiron, Chantelle
is in charge of the entire spectrum of media relations and public
outreach. She strives to strengthen internal communications by
working closely with her team to achieve optimal results and build
the Agency’s brand amongst its stakeholders and public.
COREY CHANG / Event Experience Director
Having about a year of experience in the events line, from
small to big scale, Corey understands how much teamwork is
essential to a perfectly executed event. Having also studied mass
communications, she applies her skills to communicating with
groups and teams of the participants of various conference events.
Her role in MADCamp 2016 is being the main contact point for the
participants in the conference event and organising team, which
will allow for information to be disseminated as soon as possible
amongst all teams and stakeholders.

ORGANISING TEAM | 27

AcKnOWLEdGEMEnTs
ORGAnisEd BY

EVEnT PARTnER

suPPORTEd BY

sPOnsORs

990mm

750mm

Bespoke Hair Studio