Robert Tan Sin Chuan
Email: robtansc@gmail.com
WORK EXPERIENCE
March 2008 to
September 2010
Tangible Pte Ltd
Position & Role
Partner / Director
Tangible is a regional Brand Consultancy based in Singapore, serving clients primarily in
the ASEAN region. Its core competency is in Corporate & Product Branding, with work
ranging across Property, Logistics, FMCG, Banking & Insurance, Energy & Power,
Healthcare & Hospitality sectors.
My key role within the organization :

Develop & grow the company’s market presence in key markets

General management & oversee company administration

Develop & grow client relationships; worked with major clients on re-positioning their
businesses, developing brand strategies in M&A situations, creating strategies for
clients’ new business ventures
Work Achievement :

Established a regional presence for a 2 year start-up

Steady & profitable revenue base

Grew the company from a 3 man to a 10 man operation within 2 years

Established buiness relationships & was assigned client projects in 2 years with key
Asian MNCs including : Rendezvous Hospitality Group, Singapore International
Foundation, Mapletree, Changi Hospital Group (Singapore); AboitizLand, Aboitiz
Power, Fortune Tobacco, 2GO Logistics, UCPB Bank, Insular Life Assuarance
(Philippines) & TimedotCom (Malaysia)
April 2001 to
December 2007
FutureBrand Pte Ltd
Position & Role
Director
FutureBrand is a worldwide Brand Consultancy within the Interpublic Group of
companies. Interpublic is a holding company listed on the New York Stock Exchange
focussing on integrated communications. Its other group companies include McCann
Erickson (Advertising), Weber Shandwick (Public Relations) & Golin Harris (Public
Relations) amongst others.
My key role within the organization :
Primarily responsible for Business Development during FutureBrand’s formative years in
ASEAN & Asia Pacific.
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Primary markets included Singapore, Malaysia, Philippines & Indonesia. Secondary
markets included Hong Kong, Taiwan (ad-hoc basis).
Work Achievement :
1983 to 2000

Part of the management team that grew the business to a 16 man organization in 6
years

Established FutureBrand as key a key player in the Brand Consultancy market in the
region

Developed & established client business & relationships in a wide range of sectors,
including M&A branding, Corporate, Insurance, Telecommunications, Energy,
FMCG, Logistics, Transport, Education, Healthcare & Government (Tourism, Sports,
Country branding)

Established business with a wide range of leading Asian MNCs including : The
Aboitiz Group, URC, Petron, UnionBank, Globe Telecoms, IMI (Philippines); Sime
Darby, Sapura, Hong Leong Bank, Guinness Anchor, Maxis Telecoms, Munchys
(Malaysia); Nutricia (Indonesia); SingHealth, SIM, NUS, SMU, Singapore Science
Center, Singapore Sports Council, Singapore Tourism Board, Times Publishing,
Mapletree, Vivo City, P&G, Tokio Marine Insurance (Singapore)
Ogilvy & Mather Singapore Pte Ltd
Ogilvy is a leading worldwide integrated communications company within the WPP
Group. It is one of the largest & most established proponents of integrated
communications with key focus on Advertising, Digital, Direct Marketing, Promotions &
Public Relations.
Position & Role
Started as management trainee in the Traffic department & rose through the ranks to the
position of Managing Director of Ogilvy Advertising.
Work achievements:

Key experience in wide ranging positions within the organization

Handled & grew client businesses across different sectors, across Asian markets

Clients include : Shell, American Express, Guinness, Nestle, Unilever, Mattel,
Starwood Hotels, Hennessy, Chivas Regal, Cold Storage, NTUC Fairprice, Pepsi,
Pizza Hut, KFC, Singapore Army, Tradewinds (Airline), Ferragamo, Ermenegildo
Zegna

Managed & lectured in internal training programs for various levels (junior to
advanced)

Oversaw the management of Ogilvy Advertising as Managing Director for 6 years

Represented the industry by serving in the Singapore Association of Advertising
Agencies (Committee member & Vice President)

Served on the committee of the Advertising Standards Authority of Singapore
(ASAS)
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EDUCATION & NON-PROFESSIONAL SERVICE
Master of Arts in Mass Communications
Oklahoma City University, USA
Bachelor of Business Administration
Brock University, Ontario, Cananda
‘A’ & ‘O’ Levels
Anglo-Chines School
Non-Professional Service

Served in the ACS Old Boys Assocaition; Board of Governers

Committee member of the AA (Automobile Association)

Member of the Communications Sub-Committee of the NCPG (National Council for Problem
Gambling)
HOBBIES
Golf, Traveling, Reading, Teaching, Learning
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