As the Creative Director overseeing APAC for Google’s Unskippable Labs, Pei Ling helps clients find strategic opportunities for creative effectiveness and ad performance on digital platforms. A huge part of her research, experiments and consultations centre around the changing nature of human attention, why stories are changing in the ways they're consumed and how marketers can drive emotions and response in an increasingly omni-channel world.
Prior to joining Google, Pei Ling built 15 years’ of experience with Publicis, Ogilvy and R/GA where she led integrated creative across verticals for regional and local clients such as Unilever, Citibank, Netflix, Health Promotion Board with a key focus in digital and brand transformation, piloting work in D&E markets and white spaces for data-driven storytelling in the creative space. Along the way, she received over 50 nods from international and local awards such as Spikes, Effies, Tangrams and closer to home, Marketing Excellence Awards and Markies. Her ambigrammic life-preserving work for Samaritans of Singapore, ‘I’m Fine Save Me’, was also featured in Korean mega popstars BTS’s album art and reproduced as tattoos sported by thousands of people around the world proving the enduring mark and power of an effective, resonant message.
2015, Pei Ling has supported more than 150 projects as a Kickstarter Superbacker. She is also an avid collector of Victorian and pre-50s fountain pens and vintage typewriters.