Benjamin Lee aka Mr Miyagi exits DSTNCT

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Benjamin Lee (pictured), also known as Mr Miyagi, has stepped down from the role of director for creative and content strategy at DSTNCT. His last day is 7 March 2025. In conversation with MARKETING-INTERACTIVE, Lee said that he has "creative restlessness for the arts" that he needs to address.

"Before I started my agency career eight years ago, I worked on writing theatre shows - something that I want to get back to in a bigger capacity. I felt it would be fairer to both of us that I pursued this out of the agency," Lee explained about his departure.

Lee first joined DSTNCT in 2023 where he was in charge of advising clients on the directions needed to make their messaging "go further and last longer". Lee also implemented content-forward thinking into campaigns as well as strategic and marketing communications. In tandem, he was responsible for business development and content strategy for clients. He reported to DSTNCT founder and MD Matthew Zeng.

Don't miss: Founding member of CNA Lifestyle Genevieve Sarah Loh joins DSTNCT

When asked about what some of his best memories at DSTNCT were, Lee said it was "unequivocally, the friendships formed in the agency and with clients are what I’d remember best. The office manager also sayang ('Loves') me and stocks the pantry with snacks she knows I like."

According to Lee, the agency has yet to find a replacement to fill his role. "However, there are other job functions held by others who make up a part of what I would have performed," said Lee.

Prior to joining DSTNCT, Lee worked as a chief storyteller at Telling Stories. He was also the director of The Minejima Company, a brand focused on durable and fun items for kids and adults. An experienced marketer, Lee was also creative director at Protocol as well as creative director of both GEN X SINGAPORE and UNMASTERED.

In 2016, Lee also spent four years at Tango5, an agency launched by DDB which specialises in championing social impact. The agency was jointly led by Lee who was its social media creative director at the time, Josiah Ng, its content and experiential marketing consultant and strategist Koo Ze-hou.

Looking ahead, Lee will be helping organisations, both commercial and government, on a fractional basis. That said, Lee teased that he would be "resurfacing soon with something I swear will be very interesting, and you'll hear about it here first."

"In all seriousness, I do want to thank Zeng and the kind folks at DSTNCT for my tenure. It's been a ride," said Lee.

"I am forever grateful to the management at DSTNCT for the chance to work on projects that caught my eye and made me reach out to Zeng and ask if there was a role I could fill," he added.

Speaking to Lee's departure, Zeng said "On behalf of Team DSTNCT, I would like to thank Lee for all of his contributions and for this precious relationship that we've built over the last 2 years. Lee has brought something that we haven't had in the past during his stint here and we will forever be thankful."

"We will be rooting for Lee and he knows that I'll always be just a call away #OnceDSTNCTAlwaysDSTNCT," added Zeng.

Just last week, DSTNCT appointed Genevieve Sarah Loh as its director of content and strategic communications, effective immediately.

In her role, Loh will helm content strategy and communications for the agency's diverse portfolio, which includes the ministry of digital development and information, national arts council, AIA Singapore, Mandai, StarHub and CapitaLand Singapore.

Prior to joining DSTNCT, Loh was best known as the founding member of CNA Lifestyle, shaping the lifestyle and entertainment coverage of the publication for over 15 years. During her time at CNA, Loh covered major cultural events including the Academy Awards, Cannes Film Festival and Venice Biennale, alongside interviews with personalities across the globe.

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