ECDA

Jin Hui Heng, Assistant Director

Ogilvy & Mather APAC *Lead Agency

Nicolas Courant, Chief Creative Officer
Troy Lim, Group Creative Director
Zi Wei Tan, Associate Creative Director (Art)
Shanghao Chen, Associate Creative Director (Copy)
Frederick Tong, Group Strategy Director
Weitian Zhang, Strategist
Shirley Tay, Chief Client Officer
Shi Yun Yong, Account Director
Sheryl Seah, Associate

This is a story of marketing ‘bothism’ in action, from even before the term was coined – orchestrating long-term brand-building with short-term recruitment and retention to drive sustained growth over five years. For the Early Childhood Development Agency and its challenge of recruiting for preschool roles derided as mere “diaper changers” in a job-snobbish market, consistent activation of the “Shape Our Tomorrow” platform transformed how the profession is valued and led to year-on-year growth in sector manpower. Who says sustained success is just for commercial brands?