copywriter

JOY
CHEN address
2 Daisy Rd #01-01
The Clydeswood
S (359425)
hp +65 96494230
email joychen33@gmail.com
url jojoportfolio.tumblr.com
twitter id workawhorlic
date of birth 13 November 1979

Education
Bachelor of Arts (English and Political Science),
National University of Singapore

Experience
Senior Copywriter, JWT Singapore,
March 2010 - Jan 2011
· Conceptualised Listerine’s digital campaign “The Ahhhmazing
Race”, an integrated campaign for TV and via social media.
· Conceptualised activation campaigns and wrote copy for
HSBC and Brother printers.
· Supervised junior copywriters on the team.

Journalist, SPH Magazines, Jul 2008 - Feb 2010

· Created engaging story angles for clients’ products and
services and crafted them into advertorial pieces for SPH
Magazines (Her World, Female, Seventeen, Simply Her, Men’s
Health, Torque).
· Worked with clients to ensure their satisfaction.
· Conducted interviews with consumers, brand managers and
business owners for advertorial pieces.
· Managed shoots, projects, and timelines for key projects.

Copywriter, 10AM Communications, Jul 2004-Jul 2008

Cerebos:
· Shaped a new face and era of the brand by devising new
campaign line “It’s Easy When You’re Sharp” and creating
through-the-line campaign for Brand’s Essence of Chicken.
Post campaign, TV Commercial received high recall rates
among intended PMEB target audience and Brand’s won
Reader's Digest Most Trusted Brand (Gold Award) for 2 years
running.
· Spearheaded web viral campaign to raise awareness for the
new Brand’s cap, and sold ideas to Brand’s regional markets.
Planned website content and devised flash games.
· Created new sub brand The Alphas — superhero characters
for Brand’s Health Supplements for Kids and conceptualised
TVC and comic book.
Sony:
· Conceptualised script and wrote copy for Sony Handycam
commercial that won agency pitch against regional agencies.
Commercial won positive media hits in Singapore and Taiwan,
as well as Best of Show at Sony’s Worldwide Marketing
Awards 2005. Commercial also contributed to stellar sales for
Handycam model.
Sony Ericsson:

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· Devised through-the-line advertising campaigns including
commercials, brochures, print ads and point-of-sale
materials for 14 regional markets, resulting in increased brand
and product awareness in the region.
· Conceived taglines, brochure copy and print ad copy to
appeal to relevant target audience.
Malaysian Dairy Industries:
· Developed brand voice for new sub brand Vitagen Collagen
with new tagline and print ads to differentiate it from the
mother brand and to appeal to sophisticated females.

Other Tasks:
· Proposed and sold pro-bono creative ideas to potential
clients including JobsDB Singapore and Tefal.
· Wrote media responses for CEO to media publications.
· Handled correspondence between CEO and Singapore
Design council.

Copywriter, DDB Worldwide — Jan 2004-Jul 2004

U2/G2000:
· Devised slogans for each new season and wrote copy for

print ads and website to add appeal to new arrivals.

Starcruises:
· Produced fresh concepts and visuals for advertising
promotions to create maximum impact.
UOB Asset Management:             
· Devised names for investment funds to reflect fund

positioning. Organised complex financial information within

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 brochures, making them reader-friendly for consumers.
Worked with Art Director to create visual identity for individual
funds and applied them to brochures and print ads.

Copywriter, WORK Advertising — Dec 2002-Dec 2003       

· Wrote copy for Tangs (shopping centre), Sincere Fine
Watches, Goodwood Park Hotel, Yoshinoya (fast-food
restaurant), BLVD condominium, Wisma Atria and more.
Awards
Jobs DB Ads and Posters (Campaign 1) 
· 1 Bronze and 1 Finalist at Singapore CCA 2005

Jobs DB Ads and Posters (Campaign 2) 

· 1 Bronze and 2 Finalists at Singapore CCA 2007

Starcruises Print Ad — "Passport"

· Ad of the Month 2005

Peel Fresh Print Ad — "Melody" 

· SPH Ad of the Month 2007

Sony Handycam Commercial — "Power of 3" 

· Best of Show at Sony’s Worldwide Marketing Awards 2005

· 1 Bronze and 1 Finalist at Singapore CCA 2005

· Finalist at Apollo Awards 2005

Tefal Ambient Posters — Egg

· Finalist at Cannes 2006
· 2 Bronzes at Singapore CCA 2005

· 1 Silver at Singapore Outdoor Awards 2005

Good Luck Friendship Centre — "Tissue Box” 

· 1 Bronze at CCA 2006
· 1 Finalist at Adfest 2006

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