Course benefits

Course outline

Duration

1 day

Programme leader

David Tang is the leading light for a new school of marketing. He’s championing a pragmatic approach to marketing based on System 1 Thinking and the insights of Byron Sharp, Daniel Kahneman, Les Binet and Peter Feld.

Founder of the Singapore's Effie Awards, David has been inducted into the Singapore Advertising Hall of Fame and given the IAS Lifetime Achievement Award for his contributions to the industry and his work for leading marketers.

Over a 25-year career, David became Asia CEO of DDB and the first Asian appointed to the DDB Global Leadership Board. He has led his clients and teams to continually win marketing effectiveness awards in Singapore, Hong Kong, Shanghai, and Seoul.

You probably know some of his work in Singapore - M1's "Everywhere under the sun," StarHub's "I am a hub," DBS's "Live more, bank less," and Tiger Beer's "What time is it?" These slogans were born from award-winning campaigns that built brands and delivered exceptional business results.

Between London and Shanghai, David has developed strategies for global brands like McDonald's and ExxonMobil, alongside Asian brands including Uniqlo and Tencent. Most of all, he's particularly fond of his work for Singapore brands like DBS, SIM, Courts, Health Promotion Board and Changi Airport Group. 

Winner of 55 Effectiveness and 117 Marketing Awards, David has mastered the short codes for marketing effectiveness. "It doesn't have to be that complicated, it just has to be honest", as David often says. As a planner and a writer, he has fused strategy and creativity into one cohesive approach. 

Today, David runs St Mark as a marketing school, and works with his clients on attaining the 3Fs of Marketing: Fame, Feeling and Fluency. In an industry often criticised for emphasizing style over substance, David consistently delivers results for leading marketers - creating work that works and works.

Eugene Cheong is amongst a handful of creative pioneers who set in motion what is known in the industry as the ‘Asian Creative Revolution.’

His 30-year career includes stints in Ogilvy Singapore, Ogilvy London, Batey Singapore and Euro RSCG Singapore.

Returning to Ogilvy in 1998, he was elected to the Ogilvy Worldwide Board and Worldwide Creative Council in 2009. In the same year, he was appointed CCO of Ogilvy’s Asia Pacific network of 17 offices

In 2013, he took on the additional responsibility of running the Singapore creative department, restoring the fractured agency to its award and new business winning ways.

Under Eugene’s stewardship, Ogilvy Asia Pacific was crowned ‘Creative Network of the Year’ in 2009, 2010, 2011, 2012, 2013, 2014 and 2016 by Campaign Brief Asia. In 2018, Ogilvy Asia Pacific snagged the prestigious Cannes Lion Regional Network of the Year.

After 22 wonderful years, Eugene left Ogilvy in 2021 to start anew at DDB as CCO Asia. There, he teamed up with David Tang who, apart from being a killer planner, has become closer than a brother to him.

Eugene is enshrined in the D&AD Copy Book as one of the world’s 50 best copywriters. And after winning 250 Cannes Lions, he decided to stop counting. In 2016, he was the most awarded creative at The One Show and in 2018, he was elected to the International Board of The One Club. He was Cannes Jury President in 2011 and 2022, and D&AD Jury President in 2023.

Eugene is the author of Cowards Don’t Go To Heaven: A Guide For Lost Creative Souls, which is due for publication in 2025.