BBH Singapore promotes Janson Choo and Khairul Mondzi to ECD

Janson Choo and Khairul Mondzi have been promoted to the role of executive creative director at BBH Asia Pacific. Both held the role of group creative director prior to the promotion

According to his LinkedIn page, Choo has been with the company for 13 years and Mondzi has been with the firm over eight years. Mondzi previously worked in iris and DDB.

Both have worked on several notable campaigns during his time at BBH. BBH worked on  the marketing campaign when local insurer NTUC Income (Income) evolved its tagline from an insurer "Made Different" to a company that is "Made Yours", taking a personal approach to financial planning and designing products, services and customer experiences that are suited to the individual.

Along with the change in the tagline, the brand ran an integrated brand campaign, led by a two-minute film, which celebrates the distinct experiences and life journey of every person which was done in collaboration with BBH Asia Pacific. Choo, Mondzi and the team at BBH also developed four key visuals that have been adapted to out-of-home (OOH) ads on platform such as taxis, digital platforms, as well as in-branch marketing materials at Income.

BBH also worked on a well-received campaign to celebrate migrant workers in 2020 for the Singapore national day in partnership with Freeflow Productions, and Fuse Adventures in Audio. The film titled “#ThankYouForOurHome” features a rendition of the song ‘Home’ sung by Aarika Lee.

Launched in partnership with Itsrainingraincoats, the campaign is designed to raise funds for migrant workers that will be channelled to them via the ray of hope initiative, a member of the National Council of Social Services said.

Late last year, BBH Singapore promoted Xander Lee to group creative director and Stephanie Gwee to associate creative director. Globally, BBH has had some recent changes to its creative team. In January, Joakim Borgström stepped down from his role as worldwide chief creative officer at BBH. Borgström will be replaced by Alex Grieve, chief creative officer of London agency Abbott Mead Vickers BBDO.

Borgström worked in the industry for over two decades and has spent about eight years of his career at BBH. He started out as group creative director at BBH London in 2014, before moving to Singapore to take up the lead creative role at the end of 2016. He later took on the global role in 2019, succeeding Pelle Sjoenell.

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