Growing IDEA team- harnessing the power of diversity and curiosity

Linette Ng
Linette Ng Senior Account Executive

Linette has almost three years of experience in communications, having coordinated and executed local and regional communications campaigns. Traversing the PR, content, digital and social landscapes, she has launched integrated campaigns and driven holistic engagement for both B2B and B2C clients, specifically in the technology, corporate and consumer sectors. Among the key clients she has worked with are Lenovo, F5 Networks, Shiseido, Geneco and IRVINS.

An avid social media user, Linette is well-versed in driving conversations and engagement for brands. Outside of work, she enjoys binging on the latest Netflix shows, ice-skating, and connecting with family and friends over karaoke sessions.

1. Personal philosophy / values:
“Fall down seven times, stand up eight.” I love this quote as I think it’s so true. The only way you lose is when you fail to get back up after falling, paving the path to sure defeat. I believe in getting back up over and over again, no matter how many times you fall.

2. Favourite city you’ve visited and why:
Bangkok. There’s just something about the bustling night markets, the soothing night breeze and the live music. The food never disappoints and shopping is always a highlight — I always look forward to discovering exclusive vintage loot from thrift shops and handmade trinkets by local designers! I also love the Volkswagen camper vans and other vintage vehicles doubling up as mobile cocktail bars.

3. If you could choose someone to have a dinner date with, who would it be and why?
Elon Musk. I’d like to hear about his predictions for technology, given his ability to think one step ahead of most people, and achieve goals they may think are impossible.

4. Favourite book recently read and why?
Norwegian Wood by Haruki Murakami. This novel explores innocent romance, comedy and tragedy, all while weaving in several powerful quotes. It also evokes a rare sense of familiarity which many works of fiction fail to achieve. Upon reading further and looking deeper into the story, however, there’s something darker hidden beneath its romantic façade.

5. A “secret talent” you have:
I can rap to a few Eminem songs, such as Mockingbird and Love the Way You Lie. I’m also able to pick up things with my feet easily in case my hands are full…though I’m not sure if that counts as a “talent”.

6. If you could possess one superpower, what would it be?
Teleportation, so I can travel to as many places as I want instantly, and in turn get more time to rest. I’d love to do a day trip around the globe, indulging in the freshest unagi in Japan and authentic paella in Spain, and end off with historical trip to the Colosseum, or perhaps catch the magnificent aurora borealis in Norway.

Illi, Design Lead

With 10 years of experience in the design industry and in very diverse industries, Illi is someone who is curious of the inner workings of various industries. She prides her skill of adaptability and the knowledge she has possessed in the industries of dentistry, real estate and TNP, all while doing design.
Living by her philosophy “If you can’t beat the fear, just do it scared”, Illi has thrust herself into multiple opportunities and grown from them all.

As an all rounded creative, Illi spends her leisure strumming her guitar and writing songs. She has an inclination towards pushing her boundaries and exploring all aspects of life and the creativity within. A self-confessed scrambled egg maestro and cartoon lover, Illi also has ventured into rock-climbing and aims to travel more.

1. Personal philosophy / values:
If you can’t beat the fear, just do it scared.

2. Favourite city you’ve visited and why:
Siem Reap, I fell in love with the rich culture and history.

3. If you could choose someone to have a dinner date with, who would it be and why?
Myself in 30 years. I would love to hear about my life stories and experiences.

4. Favourite book recently read and why?
The Art of Thinking Clearly by Rolf Dobelli, a self-help book which helped me through my worries in early 2020. It was a re-read, though I don’t enjoy reading as much as I enjoy listening to audio books and podcasts. Being able to connect with a book says a lot for the title.

5. A “secret talent” you have:
I make amazing scrambled eggs, I also am blessed with the skill of making and writing music

6. If you could possess one superpower, what would it be?
I would like to be able control time, so I can pause and hit play whenever I need to.

Hasyimah Begum Binte Abdul Jabbar, Public Relations Specialist

As a youngling in the communications sector, Hasyimah’s curiosity and thirst for knowledge has yet to be quenched. Known as a jack of all trades to her loved ones, she has dabbled in business, events management, gemstones, media production, and legal work. Her passion for building bridges and relationships has constantly pushed her to communicate openly and comfortably.

She also has a deep-rooted love for nature and animals — she owns three stingrays, several fishes and two cut-throat finches (and will probably wind up owning even more pets). A self-confessed thrill-seeker and risk-taker, Hasyimah is not new to the world of creative problem-solving.

1. Personal philosophy / values
There’s no point in wasting time on those who don’t deserve it.

2. Favourite city you’ve visited and why:
Turkey. I spent a month there on my honeymoon and had the opportunity to immerse myself in the “chill” culture and enjoy the rich heritage, not to mention the absolute best meats and chocolate I had ever eaten in my life.

3. If you could choose someone to have a dinner date with, who would it be and why?
My late mum. It was something we used to do all the time and I wish I had one more chance to tell her I love her.

4. Favourite book recently read and why:
Seven Ancient Wonders by Matthew Riley. I loved how unique and adventurous the storyline was, and it made for a great escape from the mundaneness of life.

5. A secret “talent” you have:
Cooking, Most of my friends and family don’t know how often I cook and it tends to surprise them when I make my specialties. It’s fun to see their surprised faces.

6. If you could possess one superpower, what would it be?
Mind-reading and telekinesis are at the top of my list.

Soo Feng Lin, Digital Content Manager

Feng Lin has over three years of experience in the media and advertising industry. A brand storyteller passionate about helping brands create compelling, insight-driven content, she is experienced in both the digital and content areas of marketing.

Her skills include (but are not limited to) social media strategy and social media listening. Some of the accounts she has worked on include automotive, electronics and FMCG brands. She also dabbles in freelance writing and has written for MISSBISH, and takes great interest in sustainability and environmental issues.

1. Personal philosophy / values:
To go with the flow. There are things in life you can’t control and plans might be turned upside down but there might be a silver lining and a lesson to learn.

2. Favourite city you’ve visited and why:
Melbourne. I love the weather and slower pace of life. There is a good mix of nature and arts, and a food scene that’s quite vibrant.

3. If you could choose someone to have a dinner date with, who would it be and why?
I would like to have dinner with Emma Watson. I loved watching her as Hermione Granger in the Harry Potter series and she is a well-rounded, charismatic person who speaks up about issues like gender equality.

4. Favourite book recently read and why:
Quiet: The Power of Introverts in a World That Can’t Stop Talking. As an introvert, the book’s insightful information helped me to understand myself better. The author is an academic and included studies to paint a clear picture of her research.

5. A “secret talent” you have:
I can navigate around well on foot.

6. If you could choose one super power, what would it be?
Teleportation so I can travel wherever, whenever and save myself the hassle of commuting.

Cheryl Marie Tay, Senior Account Manager

Based in Singapore, Cheryl has been a content creator and editor since graduating from Temasek Polytechnic with a Diploma in Communications and Media Management (journalism major) in 2009. Over the last decade, she has written and edited for both print and online publications in the B2B and B2C spaces across various industries, including property, health and nutrition, IT, finance, lifestyle, and oil and gas.

Cheryl’s outlook on life can be summed up with a quote by one of her favourite authors, Oscar Wilde: “I’m a man of simple tastes. I’m always satisfied with the best.” She is fluent in English, Mandarin, Hokkien and Cantonese, and has a basic understanding of Dutch and German.

1. Personal philosophy / values:
Set high standards for yourself and low expectations for everyone / everything else. That way, you’ll rarely be disappointed, and will enjoy being pleasantly surprised every now and then.

2. Favourite city you’ve visited and why:
London. The city’s rich history, juxtaposed against its modernity, has given me unique experiences I still remember fondly to this day. Its cheap booze (at least when compared to Singapore’s) is a welcome bonus…but the mere fact that I met Sir Ian McKellen there after watching him in a theatrical production of William Shakespeare’s King Lear should be explanation enough.

3. If you could choose someone to have a dinner date with, who would it be and why?
Victoria Beckham. Apart from the fact that I’ve been a Spice Girls (and Manchester United) fan from the very start, I admire her for what she’s made of herself. From a chubby, insecure middle-class girl to international pop star and now, fashion and makeup mogul, she’s maintained a certain humility and dry, understated wit about her that her typically stern façade often belies.

4. Favourite book recently read and why?
Er ist wieder da (Look Who’s Back) by Timur Vermes, a satirical novel about Adolf Hitler waking up in 2011 with no memory of anything after his alleged death in 1945, and who is subsequently treated with hostility by far-right extremists who do not believe he is der Führer but is instead someone mocking him. The novel is at once humorous and sobering, and offers an insight into why Germany embraced Hitler when he was in power. As a keen history student with an interest in WWII, this book was a fantastic and unexpected find.

5. A “secret talent” you have:
Arts and crafts. While I can’t draw objects, living things or scenery well, I am surprisingly skilled at making cards for my loved ones. I also have a keen eye for style and fashion.

6. If you could possess one superpower, what would it be?
Either self-duplication so I can get more done less time, or teleportation so I can travel anywhere in no time at all.

Chermaine Zhao, Digital Content Specialist

Chermaine is a highly effective and bilingual media practitioner fluent in both English and Mandarin. After graduating, Chermaine has been working in various fields, equipping her with considerable experience in video production, graphic design, HR, translation, Chinese copywriting, and content creation. She believes that media is a powerful communication tool capable of altering one’s perspective.

Chermaine hopes to capture and influence targeted audiences, and create a positive impact on different communities. She believes there are no wrong turns because experiences are what creates unique individuals.

1. Personal philosophy / values:
Work hard and play hard. Be self-sufficient and build self-worth, because our own experiences and skillsets are something are irreplaceable and make us unique. Constantly strive to improve, so when you look back, you can be proud of yourself and all you’ve achieved.

2. Favourite city you’ve visited and why:
Taiwan. I love how friendly and helpful the people are and the amount of freedom everyone gets. People aren’t judged by the way they dress or speak, and I always feel very relaxed whenever I vacation there because the pace of life is slower. The food is great and weather is perfect, too!

3. If you could choose someone to have a dinner date with, who would it be and why?
My younger self. I would tell her that even though life will get tougher, she’s a warrior and will definitely achieve what she’s suppose to achieve. She live a life she deserves, so she shouldn’t worry, and just take baby steps forward.

4. Favourite book recently read and why:
I don’t read books, but a really good movie I watched recently is I’m Livin’ It, which was shot in Hong Kong. The movie follows people who spend their nights in McDonald’s and the different stories they tell. The plot is realistic and movie is excellently produced and directed; I would highly recommend watching it.

5. A “secret talent” you have:
It’s more a hobby than a talent, but I like to sing.

6. If you could possess one superpower, what would it be?
I want to be able to time-travel.

Nicole Chan, Digital Content Intern

Nicole is currently studying at University of Edinburgh majoring in Linguistics and Social Anthropology. She enjoys reading, traveling and photography in her spare time.

1. Personal philosophy / values:

‘Sharing the world has never been humanity’s defining attribute’ (X-Men quote!), and I thoroughly agree. I think we could all benefit from a bit of kindness, empathy and love especially in these trying times.

2. Favourite city you’ve visited and why:

Interlaken (Switzerland). I could live with those mountains in my backyard view forever.

3. If you could choose someone to have a dinner date with, who would it be and why?

Benedict Cumberbatch! Would love to pick his mind and find out about his method acting in The Imitation Game and other movies.

4. Favourite book recently read and why?

When Breath Becomes Air. I’ve been very privileged not to have experienced loss in my immediate family in my older years, and this book is a timely reminder to treasure life for what it is and the people around us.

5. A “secret talent” you have:

Does being able to hula-hoop for a long time count? If not, possibly being able to read the people around me pretty well.

6. If you could possess one superpower, what would it be?

Flying! Just think about how much we could save on travel costs.

Yuxin Pei, PR Intern

Sophomore of Wee Kim Wee School of Communication and Information, NTU, major in Communication Studies and Economics. An analytical mind who founded a women-empowerment organisation from scratch. Enjoy scuba diving, golfing and jogging.

1. Personal philosophy / values: Constructivism

2. Favourite city you’ve visited and why: Shanghai, as it incorporates more elements of Chinese culture and history compared to Singapore and stays as a highly international metropolis.

3. If you could choose someone to have a dinner date with, who would it be and why?
Mu Xin, as a I really admire his poems and love his utilization of Chinese charaters

4. Favourite book recently read and why?
Super-sticky WeChat and Chinese society, as I’m writing an analysis report for my global media issues and policy module.

5. If you could possess one superpower, what would it be?

Can read and process knowledge extremely fast

Charissa Yang, Communication Intern

Charissa is a final year student at Wee Kim Wee School of Communications at NTU currently researching on how to provide functional support to peers with depression. Dabbled writing, editorial and social media in her previous internship and enjoy wakeboarding and pottery making in spare time.

1.Personal philosophy / values:
“Always put your best foot forward”, and “you never know if you never try”. As cliché as it sounds, I resonate with this because I try to be positive about wherever I am in life, and take both the good and bad as part of the journey.

2.Favourite city you’ve visited and why:
I love travelling and I think there’s something to love about every place I’ve been. If I had to pick, I’ll choose London, because I had my school exchange in the UK.

3.Favourite book recently read and why?
The Tattooist of Auschwitz. I’m quite fascinated by war history, especially WWII after I visited several historical sites in Berlin.

Yash Mehta, Social Media Consultant

Yash is a Master’s in Management graduate from the Singapore Management University and has helped different clients and brands achieve growth through innovative and engaging digital campaigns. He has worked in sports and entertainment, F&B, fitness, HR, consulting, industrial B2B and lifestyle sectors. He has also been nominated at the Kyoorius Creative Awards for one of his integrated campaigns.

He loves football and video games, as well as reading a good book and binge-watching shows whenever he can.

1. Personal philosophy / values:
Always treat people the way you want them to treat you.

2. Favourite city you’ve visited and why:
Dubai. Something is bound to surprise you at every corner. All you can do is gaze upon the wonders of the city and marvel at how anything is possible with the right people and technologies.

3. If you could choose someone to have a dinner date with, who would it be and why?
Scarlett Johansson. I’ve always been awestruck by her beauty and talent.

4. Favourite book recently read and why:
Digital Fortress by Dan Brown. A techno-thriller that gives intriguing insight into how technology can be misused to create havoc.

5. A “secret talent” you have:
I love writing short poems whenever I am in the right mindset.

6. If you could possess one superpower, what would it be?
Invisibility. Once you are invisible, there’s no limit to the things you can do. Bonus: no supervillain can defeat you, because they cannot see you.


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