Graham Kelly
Creative Integrator,
TBWA\ & Tequila Singapore

In 1986, Graham graduated with a BSc Honours Degree in Chemistry from Edinburgh University. This proved a surprisingly good preparation for his first job in advertising - copywriter for a Dutch business-to-business agency specialising in the chemicals industry.

Realising that doing ads for consumers was a bit more fun that writing for chemical engineers, Graham joined a mainstream Dutch agency that did both advertising and direct marketing.

In 1991, Graham moved to Singapore, joining O&M Direct as a copywriter. 4 years later, he moved “above-the-line” with O&M. Approximately 3 years Graham had progressed to Senior Writer.

He then advanced to Creative Director, joining Leo Burnett Singapore in 1998.

One year later in 1999 Graham joined TBWA Singapore, as Executive Creative Director.

Eager to expand his knowledge of “New Media” (as it was called back then), Graham joined Ogilvy Interactive in July 2000 as Regional Creative Director, Asia Pacific. In this role he oversaw the build up of the regional network, which ultimately grew to encompass: Hong Kong, Tokyo, Beijing, Jakarta, Shanghai, Kuala Lumpur and Singapore.

Just over three years later, in August 2003, Graham joined Saatchi & Saatchi Singapore. His role here was to strengthen the agency’s through-the-line abilities, and expand the agency’s creative offering into direct marketing and interactive.

In October 2005 Graham joined BBH Japan. His brief was similar: to strengthen the agency’s creative offering across all media. Graham was instrumental in winning the agency’s newest client: New City Corporation. This leading Japanese financial organisation entrusted the agency to launch a new online mortgage service. The resulting integrated campaign, launched at the end of 2006, encompassed viral films, TV ads, rich media banners, ambient media, EDM (Electronic Direct Marketing) and mobile marketing.

On January 15th 2007, Graham joined TBWA/Tequila, as “Creative Integrator”. As such, in addition to acting as Executive Creative Director of TBWA/Tequila Singapore, Graham will play a key role in developing a fully-integrated creative offering. Graham will also act as a creative resource for other TBWA/Tequila offices in Asia.