Didi loves story-time – especially other people’s – in any medium, be it literal, visual, audio, oral, sculptural, digital, personal or on skin. Kind people call this trait “voracious curiosity”. She calls it, “I just want to kepo.”
She fights it, but she’s a closet ad-romantic and has spent the last 20 years cracking briefs and creating stories for every major industry, ranging from FMCGs (Coke, L’Oreal, Wipro Unza), F&B (KFC, Pizza Hut), telcos (Maxis, DiGi), O&G (Shell, PETRONAS) and everything in between. Every new brief to her is a new opportunity to learn new things.
She was named Campaign Asia’s 40 Under 40 in 2020, ranked 3rd as Campaign Asia’s Top Creatives in Malaysia in 2021 and led her agency to Gold Creative Agency of the Year in 2022. She has also picked up Grand Prixes at Spikes, WARC and EFFIES, but remains unmoved and indifferent to industry accolades and metals, preferring instead to serve up creative excellence and effectiveness to all clients while coaching her creative teams to greatness.
She has judged for Kancils, Young Spikes and YouTube Awards. She’s also an cheerleader and mentor for young creatives, and was a mentor-panelist at Cult Creative’s Futurelist 100 2022.
When not wrangling data, creativity and futurism at work, she loses herself in YouTube rabbit holes, absorbing and retaining very useless facts about all sorts of everything, hoping that they can be channelled into sparks of ideas for her clients.
Closer to her heart, she’s an advocate for mental health and has worked with Mental Health Association Malaysia as a creative consultant and volunteer.