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LPK Singapore Spotlight: Meet Dom

The guy next door meets precision project management, Dom joined LPK in June 2014. He started his career as an ad man, but eventually heeded the upstream calling of brand design. A true-blue Singaporean foodie at heart, he’s always game to check out the latest additions to the city’s lively culinary scene.

You came to LPK last June after spending eight years in the advertising industry. What made you want to work here?
I was attracted to LPK’s forward-looking stance and its edge in trends forecasting and innovation. The potential of dreaming up a future of extraordinary brand experiences and commercial success for our clients was an extremely powerful and appealing notion to me.

What have you enjoyed most about your experience thus far?
My team in LPK Asia has been nothing short of amazing. We are a mini melting pot of nationalities and cultures—Belgian, Chinese, English, Filipino, French, Indian, Korean and Malay. Our diversity comes together in great teamwork, whether ideating at the start of a project or supporting one another when deadlines are tight. Outside of work, we enjoy learning more about each other’s cultures and cuisines. It helps that many of us are foodies, or have been converted!

How do you inspire your brand teams?
Coming from the advertising industry, I think I offer a wider perspective of creative solutions in communications. I’m always sharing links, observations and references with my teammates. When I come upon something relevant, I cut it out, pick it up, download it and share. I’m a bit like a magpie.

What inspires you personally?
Travel and new experiences. I’ve walked through an amazing bamboo forest in Kyoto, scaled a Buddha stupa structure in Indonesia that dates back to the eighth century, experienced two hours of night in a day during Sweden’s midsummer festival and climbed the Great Wall in China. There are many more places for me to discover yet!

What still surprises you about your hometown?
Singapore is really tiny—it’s a nation, country and state, all in itself. Our land area only measures 714 km2, but the landscape is so dynamic. It continues to amaze me how buildings and skyscrapers spring up like mushrooms.

One of our loveliest attractions is our zoological gardens. I never tire of visiting and have always harboured a dream of working on the brand. Everyone is encouraged to visit if they come to Singapore!

What’s one thing you can’t live without?
It’s very Asian … I need my smartphone with me all the time!

So, how do you feel about social media?
It’s a powerful double-edged sword that can make or break people or brands. I love how it can transmit diverse ideas and opinions across the globe in a matter of seconds and how modern analytics can aggregate that quickly to help size up consumer sentiments. With its proliferation, consumers now control more of the conversation about brands, rather than the marketer, which means there’s an even greater compelling need to dig for unique brand truths that will inspire all forms of brand experience.

Any advice for those aspiring to do the work you do?
Be open and curious.

What are three things people might be surprised to know about you?

1.  I’m an aspiring copywriter.
2. I love pop-up books.
3. I  can do strange finger contortions.

Talk brands, Singaporean food haunts and wildlife adventure with Dom at dominic.lee@lpk.com.

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