CV | portfolio

LAURENCE C. DICHE

231 Tampines Street 21 #02-667 Singapore 521231

MOBILE: +65 9325 6435

E-MAIL: lawdiche@yahoo.com ; lawdiche@gmail.com

Professional Employment

FORMUL8 PTE. LTD. (Singapore – Advertising Agency)

Senior Copywriter - August 2016 to present

Responsibilities:

- Write copy for TTL and Digital campaigns

- Work in tandem with Art Directors to develop campaign concepts/ideas

- Lead and mentor copywriting team, ensuring work meets copywriting standards and tonality

MCCANN WORLDGROUP SINGAPORE PTE. LTD. (Singapore – Advertising Agency)

Copywriter - April 2016 to August 2016

Responsibilities:

- Write copy for Print, BTL, and Digital campaigns

- Work in tandem with Art Directors to develop campaign concepts/ideas

LH.M ADVERTISING PTE. LTD. (Singapore – Advertising Agency)

Senior Copywriter - October 2015 to April 2016

• Won a pitch for Downtown East Singapore

Responsibilities:

- Write copy for Above-The-Line Advertising (Print Ads, Radio and TV commercial scripts), Below-The-Line materials (brochures, poster, leaflets, and POSM materials like wobblers, danglers etc.), Interactive/Digital copy for websites, eDMs, e-newsletters and the like, SEO, as well as Social Media campaign copy (Facebook, Twitter)

- Work in tandem with Art Directors/Digital Account Manager to develop campaign concepts/ideas

- Attend client briefings/meetings and make concept/campaign presentations

- Help in shaping and developing campaign strategies and decks preparation

- Develop digital initiatives for clients with Social Media and traditional advertising components

- Help overlook the quality of creative output of the Creative department

CHEIL WORLDWIDE (Singapore – Advertising Agency)

Senior Copywriter - June 2015 to October 2015

• Won a pitch for Samsung Solve for Tomorrow

Responsibilities:

- Work in tandem with Art Directors to develop campaign concepts/ideas

- Attend client briefings/meetings and make concept/campaign presentations

- Help in shaping and developing campaign strategies and decks preparation

W3-O PTE. LTD. (Singapore – Advertising Agency)

Senior Copywriter - August 2011 to May 2015

• Develops mostly BTL and Interactive campaigns for Canon, Sony and Essilor (the world’s largest eyecare company, makers of Crizal, Varilux & Transitions)

• Campaigns include the Canon 30-Day Challenge with Facebook and microsite; microsite for NTT Com’s Arcstar Conferencing; print, video and website for Sony Personal Audio and Home Entertainment; microsite for EOS 650D, PowerShot digital cameras and PIXMA printers

Responsibilities:

- Work in tandem with Art Directors to develop campaign concepts/ideas

- Attend client briefings/meetings and make concept/campaign presentations

- Help in shaping and developing campaign strategies and decks preparation

LH.M ADVERTISING PTE. LTD. (Singapore – Advertising Agency)

Senior Copywriter - April 2009 to August 2011

• Part of the creative team that won the pitch for Best Denki

• Did TTL work for OSIM, Cold Storage, Jean Yip among others

Responsibilities:

- Write copy for Above-The-Line Advertising (Print Ads, Radio and TV commercial scripts), Below-The-Line materials (brochures, poster, leaflets, and POSM materials like wobblers, danglers etc.),

- Work in tandem with Art Directors to develop campaign concepts/ideas

- Attend client briefings/meetings and make concept/campaign presentations

- Help in shaping and developing campaign strategies and decks preparation

FORMUL8 PTE. LTD. (Singapore – Advertising Agency)

Senior Copywriter - March 2008 to April 2009

• Worked on Print & BTL campaigns for Heineken, Meydan Group,

Banyan Tree Hotels & Resorts; website development and updates for PayPal, Samsung, Standard Chartered Bank, StarHub and Ministry of Health

Responsibilities:

- Write copy for Above-The-Line Advertising (Print Ads, Radio and TV commercial scripts), Below-The-Line materials (brochures, poster, leaflets, and POSM materials like wobblers, danglers etc.), plus Interactive/Digital copy for websites, eDMs, e-newsletters and the like

- Work in tandem with Art Directors to develop campaign concepts/ideas

LH.M ADVERTISING PTE. LTD. (Singapore – Advertising Agency)

Copywriter - August 2006 to March 2008

• Spearheaded a campaign pitch that won OSIM for LH.M and made it the AOR to this day

• Did TTL campaigns for Cold Storage Singapore and Jean Yip

Responsibilities:

- Write copy for Above-The-Line Advertising (Print Ads, Radio and TV commercial scripts), Below-The-Line materials (brochures, poster, leaflets, and POSM materials like wobblers, danglers etc.)

- Work in tandem with Art Directors to develop campaign concepts/ideas

- Attend client briefings/meetings and make concept/campaign presentations

- Help in shaping and developing campaign strategies and decks preparation

DENTSU PHILIPPINES (Philippines – Advertising Agency)

Copy Group Head - September 2001 to August 2006

• Part of the pioneer creative that grew Dentsu Philippines from a ragtag team of 10 to over 50 in 3 years, winning major pitches for Toyota, Coca-Cola, Bank of the Philippine Islands to name a few

Responsibilities:

- Write copy for Above-The-Line Advertising (Print Ads, Radio and TV commercial scripts), Below-The-Line materials (brochures, poster, leaflets, and POSM materials like wobblers, danglers etc.)

- Work in tandem with Art Directors to develop campaign concepts/ideas

- Attend client briefings/meetings and make concept/campaign presentations

- Help in shaping and developing campaign strategies and decks preparation

Dentsu, Young & Rubicam-ALCANTARA (Philippines – Advertising Agency)

Senior Copywriter - September 2000 - September 2001

• Did Through-The-Line work on a wide range of product categories – from bottled water to beer, OTC drugs to infant formulas, vitamin supplement drink for kids and adults, as well as skin care

Responsibilities:

- Write copy for Above-The-Line Advertising (Print Ads, Radio and TV commercial scripts), Below-The-Line materials (brochures, poster, leaflets, and POSM materials like wobblers, danglers etc.)

- Work in tandem with Art Directors to develop campaign concepts/ideas

- Attend client briefings/meetings and make concept/campaign presentations

Competencies

Strategic Thinker

- A team player with strong conceptual and strategic thinking skills, can formulate strategic plans and put it into paper covering the whole communication program/proposal

Extremely Versatile

- Prior to Advertising, was a freelance writer—writing magazine articles, press releases, AVPs, ATL/BTL materials and the like, before deciding to take a full time gig

Computer-savvy

- Well-versed in MS Office applications, working knowledge of Illustrator and Photoshop, familiar with web development software like HTML5 and Dreamweaver, basic video editing and audio mixing skills using software like Lightworks, Reaper and Audacity

Education

College: University of the Philippines (Diliman)

1990 – 1994

Bachelor of Arts in Communication

Major in Film & Audio-Visual Communication

High School: Colegio dela Milagrosa

1985 – 1989

- National College Entrance Examination (NCEE) Topnotcher

- College Scholastic Aptitude Test (CSAT) Topnotcher

Elementary: Colegio dela Milagrosa

1983 – 1985

First Honourable Mention

Accounts Handled

• Ajinomoto Super Seasoning

• Angsana Resorts (Singapore)

• Bank of the Philippine Islands (Consumer Banking, Asset Management)

• Banyan Tree Hotels & Resorts (Singapore)

• Best Denki (Singapore)

• Brother Singapore (Printers, Labellers, Inks/Toners)

• Canon Marketing Philippines (Consumer Electronics)

• Canon Singapore (Consumer Electronics)

• CapitaLand (Property)

• Cold Storage (Singapore)

• Downtown East (Singapore)

• Essilor (Makers of world-renowned optical lenses such as Crizal, Varilux & Transitions)

• Fraser Centrepoint Homes (Property)

• Giant Hypermarkets (Singapore)

• Gold Eagle Beer

• Gardenia Bread (Singapore)

• Heineken (Singapore)

• Infiniti (Singapore)

• Jewel Box (Mount Faber Leisure Group – Singapore)

• Kenwood Electronics Singapore

• Kobayashi Pharmaceuticals (Kool Fever)

• Market Place (Singapore)

• MasterCard (Singapore)

• Meydan Group (Property Development – Dubai)

• Mild Seven Cigarettes

• Miller Genuine Draft Beer

• MINDEF Singapore

• Ministry of Health Singapore (Allied Health)

• NTT Communications (Singapore)

• OSIM International (Singapore)

• OCBC Bank (Singapore)

• Oxley Holdings Singapore (Property)

• PayPal (Singapore)

• Samsung (Singapore)

• SCS Dairy (Singapore)

• Singtel (Singapore)

• SM Department Store / Supermarket

• Sony Singapore (Audio & Video)

• Standard Chartered Bank (Singapore)

• StarHub (Singapore)

• Taisho Pharmaceutical (Lipovitan Energy Drink)

• the coffee connoisseur (tcc) (Singapore)

• Toyota Motor Philippines (RAV4, Hilux, Innova, VIOS, Altis)

• The Coca-Cola Export Company (Wilkins Distilled Drinking Water)

• United Laboratories (Unilab) (brands include Alaxan, Kremil-S, Enervon Prime, Enervon 33, Enervon Bright, Calciumade, Celeteque, Disudrin, Naprex, HiNulac, Mylac)

Recent Digital Work

Samsung Galaxy A8 Microsite

http://www.samsung.com/sg/galaxya/a8/

NTT Com Arcstar Conferencing

http://www.sg.ntt.com/en/services/voice-and-video-communications/arcstar-conferencing.html

Social Pages Managed

Infiniti Singapore

https://www.facebook.com/InfinitiSG/

Cold Storage Singapore

https://www.facebook.com/sg.coldstorage/

SCS Dairy

https://www.facebook.com/SCSdairySG/?fref=ts