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

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)

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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.