Our Team

We take pride in our people- our biggest asset. At IDEA, we work collaboratively but are also self-motivated individuals. We are entrepreneurial, nimble, open, and we are willing to go extra miles – to help you deliver maximised values.


Helena Ma has lived and worked in China, Sweden, UK and Singapore over the past decade, amassing a wealth of business insights with a global perspective. With sector expertise in real estate, technology, manufacturing, fintech, luxury goods, construction equipment communications – Helena is held in high regards for her strategic counsel to C-suites on brand reputation, cross-cultural/ function stakeholder engagement, market roll-out strategy, joint-venture structuring and public affairs. She has worked with high-impact Fortune 500s and cutting-edge, fast-growing tech companies in addition to advising governments and elite entrepreneurs associations – China Entrepreneur Club and SIEF- in Beijing. She enjoys skiing, golf and photography.

Helena Ma

Managing Director

Rubik Azariah has over nine years of experience helming creative and strategy roles with large communications agencies across FMCG, IT and technology sectors. He cut his teeth at BBDO and later joined Dentsu Singapore and partnered with The Boston Consulting Group. His stint as creative copy writer with The Boston Consulting Group witnessed him setting creative tone for communications related to consulting pitches across sectors and industries. Rubik holds a Bachelor of Mass Media degree from Wilson College Mumbai and diploma in business management and IT from ITM Business School. He enjoys writing and arts.

Rubik Azariah

Creative Strategy Consultant

Linette has traversed PR, content, digital and social disciplines for both B2B and B2C clients, specifically in the technology, corporate and consumer sectors.

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.

Linette Ng

Senior Account Executive

Michele Scrimenti has spent over a decade in Asia, covering beats on renewable energy, government policy, technology and business for China Economic Review, Bloomberg Businessweek and journal of Cheung Kong Graduate School of Business. Michele is fluent in Mandarin and English.

Michele Scrimenti

Senior Business Editor (consultant)

Chermaine is an effective and bilingual media practitioner fluent in both English and Mandarin. She has dabbed video production, graphic design, translation, Chinese copywriting, and content creation. She believes that media is a powerful communication tool in shaping perception.

Chermaine Zhao

Digital Content Specialist

Feng Lin is passionate about helping brands create compelling, insight-driven contents, and experienced in social media strategy and analysis for clients in automotive, electronics and FMCG sectors. She also dabbles in freelance writing and takes great interest in sustainability and environmental issues.

Soo Feng Lin

Digital Content Manager

With 10 years of design experience in diverse industries, Illi prides her skill of adaptability and the knowledge she has possessed. 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.


Graphic Designer

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.

Charissa Yang

Communication 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.

Nicole Chan

Digital Content 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.

Yuxin Pei

PR Intern

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We take pride in our core strength: journalistic acumen paired with a global media perspective. Whether it is overall PR strategy, campaign conceptualization and execution, media relations, or bespoke corporate events, we take a bespoke in-house approach to create impactful content and engagement for our clients and their valued customers – elevating the brand to the next level and delivering business strength.