Angela Sim, BBA (Marketing), NUS, Singapore
Managing Director

Angela is dubbed the company’s Possibility Maker as she makes things happen.  She has more than a decade of marketing experience in local and regional business development and marketing and this brings an additional element of value to clients who engage ROI Strategy’s services to strategically position themselves and holistically increase their bottom line.   Prior to brand consultancy work, Angela was in charge of brand management for high-end lifestyle consumer electronics brands (Nakamichi, Oregon Scientific) in Singapore and the region.  She was instrumental in the initial success of the brands  in Singapore and the region.  She set up management processes and outlets for the brands and oversaw their development in Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam.

She also played a key role in the rebranding of the 20-year-old Amateur Photo Stores Pte Ltd (rebranded to APS Lifestyle Marketing) for the consumer of the 90s.  APS Lifestyle Marketing is a leading distributor for lifestyle consumer electronics brands in Singapore.

Angela holds a Bachelor of Business Administration (Marketing) (BBA) from the National University of Singapore (NUS) and is a contributing member to a few self-development and not-for-profit organisations and clubs, such as Toastmasters International, The Rotary Club, the NUSS (National University of Singapore Society) Guild House, the NUSSU Alumni (National University of Singapore Student Union) , the Singapore Association of the Deaf and Society of St Vincent de Paul, which distributes monthly cash grants and food rations to the poor.

With her extensive experience in marketing strategy, brand promotion, brand communication and the management of public perception specially tailored for SME operations and risk appetites, Angela is be best able to advise businesses on how to maximise value add to their companies via various channels and through the most cost-effective means.

Angela is also a member of and certified by the following certification bodies:

Michael Moffett, MBA (International Business), USC, USA (Calif)
Director (Strategic Planning)

Michael is christianed our Venture Prospector and brings over 20 years of Asia creative management experience to the team. Having been a founding partner of Eclipse Strategic Communications, a full service creative, PR and branding partnership based in Singapore, and International Consulting Group-Asia, a strategic consulting firm, he worked with the likes of Apple Computer, Intel, Lippo Group, BMW, Unilever, Citi, Morgan-Stanley, Hard Rock Café, Club 21, and LVMH. After the acquisition of Eclipse in 2000 by WPP, Michael moved into the corporate world, heading up the global sales and marketing groups for two European software firms, and as the Senior Advisor for one of Indonesia’s most prominent business groups.

Michael has a passion for branding, identity, and strategic marketing, but enjoys a round of golf, and fine dining when he is not in the studio. Michael has a BA (Marketing) from San Diego State University, and an MBA (International Business) from the University of Southern California.

Steve Wee, BSc, NUS, Singapore
Executive Director

Steve Wee is also known as our Virtual Possibility Maker as he leads the digital marketing arm in ROI.  His role is to help clients protect their brand, expand their reach and increase their awareness using the dynamic, viral virtual world of the Internet.

He is a dynamic entrepreneur who started working even before he graduated and is a much sought after speaker in Asia for various workshops and seminars on Digital Marketing and Social Media Strategy for businesses.

Steve worked with a foreign investment firm in Malaysia where he found his calling in sales and earned the Best Sales Staff award for his efforts.  He was also roped in to conduct sales trainings and workshops for businesses and individuals and then found his passion for social media marketing.

Blessed with the natural gift of the gab and genuine love for people, Steve is able to understand the unique requirements of each business and business owner and translate this into viable solutions in the virtual world to achieve breakthrough sales results.

Steve was raised in Malacca, his curiosity with computers led him to the National University of Singapore (NUS) where he pursued his Bachelor in Computer Science.

Shweta Agrawal, Post Grad Dip (MCM), NIA, India
Director (PR and Marketing)

Shweta is dubbed our Communications Architect for good reason.  Throughout her 12-year career, Shweta has led advertising and marketing teams to deliver exceptionally.  Under her guidance and directorship, her teams have had phenomenal successes with the marketing and PR launches of nation-wide campaigns for MNCs and global brands in India.  A global citizen with extensive exposure to the world, Shweta is also able to advise clients on consumer trends and publicity angles that would strike to the core.  Shweta chose to join Affluence PR because she believes that professional communication is key to business success. Shweta’s expertise also comes in handy for insights into marketing to India, or for Indian clients wishing to diversify into other Asia markets.

On top of holding a Post Graduate Diploma from the National Institute of Advertising, Shweta is also a BBA graduate from the Delhi University (Maitri College).

Louis Yoong, BBA, UOW, Australia
Director (Corporate Development)

Our Venture Seeker, Louis, brings a broad range of expertise to helping our clients develop and implement systematic processes for their business.  Louis has a strong foundation in hospitality and service management.  He was headhunted by a French company to whip their China operations into place.  In China, Louis headed factories for luxury clothing brands, and set up international management structures to streamline the businesses and make them profitable.  Within 2 years, he turned around the factory operations such that the companies became a market leader instead of a laggard.  Louis is in charge of corporate development in ROI Strategy, to develop meaningful relationships for our clients and alliances with partners for the elevation of their brands.

Louis studied in Australia and holds a degree in Business Administration from the University of Wollongong, New South Wales.

Rotjana Patikarapong , BA, Uni. Kesetstat, Thailand
Manager (Marcom Operations)

Rotjana is also known as our Seeker.  She hails from the land of smiles and helps Roi clients seek out their requirements in a timely manner. From liaison with the media and between stakeholders, clients and partners, to ensuring the project is executed on time, she is indeed the seeker with many arms!

Rotjana started her career in a most untraditional manner.  Instead of seeking a white-collar office job, Rotjana decided to become a professional dancer.  She also choreographs.  Through her exposure in the dancing world, she has made many celebrity friends and has explored a different aspect of life that brings a fresh perspective to the work she does now.  Before coming to Singapore, Rotjana worked with media in Thailand for PR work.  She was also an event co-ordinator and she launched several well-known Thai brands in the local market.

Rotjana holds a Bachelor in Arts from  Thailand’s top 3 university, Kasetsart University.   Always curious and eager to learn, she also helps clients explore various scenarios they may not have thought of before.

Adeline Tong, BA, UniSA, Singapore
Manager (Business Development)

Our Venture Adventurer, Adeline, brings her entrepreneurship background to ROI Strategy, with a ‘can-do’ attitude and passion.. She seeks to establish long term partnerships with our clients by working with them to uncover their business and marketing needs, so that the team can help the business in the proper manner. Using her resourcefulness and creativity, Adeline secures the appropriate funding for businesses and execute the plans laid out for them. Having started her own business, she brings her wealth of knowledge to the team, to be shared with our clients.

Adeline has B to B and B to C experience through the various channels, from frontline to management and she uses her exposure to better consult SMEs and see how to develop their businesses and for them to better communicate with their stakeholders.

Adeline has a Bachelor of Arts (Communication and Media Management) from the University of South Australia.

Fharhanna Raffid, BA, UniSA, Singapore
Executive (Marcom)

As Communications Emissary, Fharhanna ensures that all media requests are well-attended to.  She is also in charge of client servicing and ensuring that our clients are well presented to the media.  Prior to joining ROI Strategy, she worked with the Immigration and Checkpoint Authority, being seconded to various departments to contribute to the development of each department.  Full of vigour and passion for life, Fharhanna never sits still.  She is professional and puts great thought into her work so that she can serve our clients better.

Fharhanna is effectively bilingual in English and Malay and holds a Bachelor of Arts from the University of South Australia, with a major in Communications and Media Management.

Katie Leong, BCom, Curtin, Singapore
Assistant Executive (Marcom)

As Assistant Communications Emissary, Katie has proven herself to be both committed and responsible. Conscientious and hardworking, she is an asset to our team when it comes to execution without excuses.  She chose to join ROI Strategy for the diversity it will show her, and the breadth of experience that she will be able to develop her skills in. 

Armed with a bachelor’s degree in Communications from Curtin University, Katie brings fresh insights to our client’s communications needs.

Felicia Tan, Dip. Mass Comm, Singapore
Writer

Our Wordsmith Felicia’s passion for marketing makes her an effective wordsmith for our clients, as she thoughtfully positions each word for maximum effectiveness in the copy and media releases she pens. She also has her ear to the ground, and is able to capitalise the trend of the moment to help our clients seize the day.

Felicia was a brand and marketing manager for luxury consumer products, as well as for FMCG and even property. She has explored the full marketing cycle. This, coupled with her diverse industry exposure, enables her to draw out the most relevant for each industry and each client in her work.

Felicia holds a Diploma from a local Polytechnic.

Rita M, BA (Hons), NUS, Singapore
Writer

Rita is a veritable genius with words and creates copy with a punch.  She has been in communications and media since the beginning of time (hers)  and her ability to turn the most challenging prose into paragraphs of written art makes it all seem so … easy.  Rita is also able to strategise effective communications for clients that are compelling for the media and target audience.  She is forceful and sometimes unconventional – but that is talent at work, no?

For communication that aims for the heart and touches the soul directly, Rita’s your author. Equipped with the a scholarship degree in journalism,  Rita delivers award winning writing.

Kenneth Wong, DBMS, RP, Singapore
Executive (Events)

Also known as our Challenge Solver, Kenneth acts as liaison between our clients and vendors for the smooth execution of our events and internal operations.  He has proven his mettle in handling the demanding requirements and on-site scenarios that are hard to foresee when planning.

Kenneth used to work for ESPN as Media Content Co-ordinator and brings his news handling experience to the team at Roi.

Always up to overcoming  challenges, Kenneth smooths out the logistical hurdles for our clients.

Rubel Castillo, BSBA, Uni PLM, Philippines
Manager (Accounts and Admin)

Our Scribe, Rubel, is our ‘can-do’ and ‘go to’ guy in the office.  He is sincere, full of initiative and extremely helpful.  He never lets his team mates down, nor leaves them to complete a task solitarily, if he can chip in.  A process person, blessed with a resourceful streak, Rubel looks after the welfare of his colleagues and ensures that clients have the correct information they need when they need.

Nothing misses his assiduous note taking streak!  Also meticulous, nothing escapes his sharp eyes.

Rubel is from the Philippines and hold a degree in Business Administration from Pamantasan ng Lungsod ng Maynila, Philippines’ premier institute of higher learning., also known as the scholar’s university.

Jerry Tan, Graphic Design, NAFA, Singapore
Creative Director

A graduate in Graphic Design from The Nanyang Academy of Fine Arts, Singapore’s oldest and most established tertiary arts institution, Jerry has more than 20 years of transforming canvases into marketing works of art.  He is our Brand Wizard.

He is highly sought after by schools and educational institutions, as well an industrial clients for his ability to render “consumerable” difficult esoteric concepts for what they do.  Jerry has worked with NUS, PSB, HermesAG, Blueprint, Citibank, Clariden Leu, Raffles Girls School, CHIJ, St Joseph’s Institution to help these brands with their visual identity.

Andrew Soetiono, BA (Hons) (Visual Communications), Raffles Design Institute, Singapore
Designer

Andrew’s talent in graphic and artistic design brings our ideas to life.  Known as our Visual Guru, he adds just that touch of spark to bring added vibrancy to the work we do, and that our clients seek.   Andrew runs the design outfir of ROI Strategy (PT ROI Design) in Jakarta, Indonesia to provide local and regional clients international work standards at a good ROI kind of price.  Prior to Roi, Andrew worked in the UK international award winning agency, The Gate Worldwide. 

Andrew has a Bachelor of Design (Graphic Design) from the Raffles College of Design and Commerce, Sydney, Australia.

Set in a pre-war shophouse near the Chinatown district of Singapore, Bonifacio greets patrons with a friendly, rustic demeanour.  Conveniently located near the Outram MRT station, yet set a little away from the busy main road on a slight uphill street, walking to Bonifacio gives one a feeling of passing into a little tucked away enclave retreat from the days of idyllic charm.  Enter Bonifacio, and immediately one is greeted with a cool-beige, sepia warm interior meant to induce a feeling of homecoming and familiar warmth.

ROI Strategy helped this modern Filipino restaurant launch and garnered media coverage in all dailies, radio and several other media.

“Working with Angela and her team was a breeze.  It was our first restaurant and we had no idea how to start promoting it.  Angela met us in the wee hours of the morning to set everything straight and ensure that we had a good media launch.  The team also delivered beyond their contractual obligations to ensure that we would have a smooth time.” – Picasso Tan, co-director, Bonifacio Group.

Constructed within the old Monk’s Hill Secondary School at Newton , the nature-inspired District 10 has become a successful dining and bar venue for yuppies and expatriates.  District 10 boasts of a décor that preserves nature with settings constructed around and with real trees, imported wines at decent prices and to-die-for oven-fired pizzas and ribs.  

ROI Strategy launched the bistro’s very successful Pizza Rocks campaign and worked with District 10  for 18 months, 3 months prior to its launch  to finalise the restaurant’s identity and 15 months thereafter to jumpstart its marketing campaign.

“ROI Strategy understood how we wanted the place to be positioned and designed a logo that we liked the first time we saw it.  ROI has worked on a number of new target groups for us and  ROI’s idea for Pizza Rocks was really successful in helping us draw the crowd on quiet Monday evenings.”  - Serena Lim, Director, District 10 bistro.wine.bar.

Espire, the revolutionary spiral-shaped condoms, had a dilemma. They were on pharmacy and convenience store shelves around the island, but could not manage to garner any publicity and increase brand awareness for the brand, due to the controversial nature of condoms.  ROI Strategy and the client brainstormed and decided to use Ris Low, Singapore’s controversial beauty queen to launch their new Hot Cap condoms.   

The press conference drew international and local journalists and a crowd of 7 video cameras. Espire condoms received the awareness it was seeking, and more, as press coverage went international with Reuters and Yahoo news.

“ROI Strategy handled the press conference professionally and they also helped us with additional marketing and sales ideas to sustain the brand awareness.  We enjoyed working with the team at ROI Strategy very much.”
– Irene Joy Tan, Executive Director, Zander Asia Pte Ltd. 

Archer Logic imported this Taiwanese technology and launched in 7-11 stores in Singapore.  ROI Strategy managed to get coverage from the major newspapers for the product and service.  Online TV, Razor TV also interviewed Isaac Goh, some users and did a comparison of charging times across different phone models in store.

“There are far too many PR agencies who promise and do not deliver. I would say that my experience with ROI Strategy has been a good one.  So far, they have delivered what they said they would.  I have and will continue to recommend their service to others.”
– Isaac Goh, Director, Archer Logic Pte Ltd.

Azimuth is a local brand to be reckoned with.  In 4 short years, this watch brand has made headlines several times with their unique designs like the Mecha -1 BMP Mr Roboto, SP-1 Spaceship, SP-1 Roulette and Round-1 Back In Time watches.  Azimuth has also been invited to showcase in the prestigious Baselworld Watch and Jewellery Fair, normally open only to established brands.  Avant-garde and innovative, Azimuth’s timepieces are collectors’ items in a league of their own.

ROI Strategy conceptualises and manages all of Azimuth’s events (such as gala/product launches, the Azimuth X-treme 1 challenge, and the Azimuth National Day Parade Watch Design Competition), public relations for Singapore and the rest of the world. 

“We enjoy working with the team at ROI Strategy.  They are committed and creative, often giving us new ideas and insights into marketing for the brand.  We have definitely seen an increase in consumer awareness since ROI Strategy started doing our PR.”
- Alvin Lye, Managing Director, Azimuth Watch Company Pte Ltd.

RISIS produces and markets a wide range of personal accessories and Asian gifts that are desired both locally and around the world.  RISIS was formed in 1976 when SISIR (the Singapore Institute of Standards and Industrial Research), now known as SPRING (Standards, Productivity and Innovation for Growth), developed and perfected a process that allowed the natural beauty of Singapore’s orchids to be immortalised for eternity in pure 24K gold.  Today, RISIS produces urban Asian gifts that embody the spirit and culture of Asia and the values of simplicity, intrinsic beauty and innovation.

ROI Strategy was awarded RISIS’ first PR retainer contract in November 2010.  From conceptualising new events to PR ideas and awareness building, the ROI Strategy team works closely with RISIS to keep the brand fresh for its customers.

“The ROI Strategy team is full of ideas that help us reach out to a wider segment of consumers.  As we run a lean team in RISIS, the good help we have from the extra arms and legs at ROI Strategy are a welcome relief.  With ROI Strategy, we can do more for the brand, and more for our consumers.”
- Geraldine Lim, Marketing Manager, RISIS Pte Ltd.

Dominion Gas, a market leader for cylinder gases, is a long term client of ROI.  ROI’s new brochure layout and design has been identified for use by the international offices of Dominion Gas. 

Chin Yuan Metal, established  in 1992, is a leading stockist for nuts and bolts worldwide. Chin Yuan has several branches around the world and takes on the largest tender jobs in the region.

The company also manufactures customised bolts and is the Singapore Mass Rapid Transit’s (SMRT) preferred provider for fastening solutions for train tracks around the island.  The refresh and modernisation of the Chin Yuan brand and marketing collaterals brought about a great difference in client perceptions of the company.

SCI Print Technology Institute is Southeast Asia’s first printing school.  Established in 2007 with the support of SPRING Singapore, NTUC, WDA and the Print & Media Association of Singapore (PMAS), SCI Print offers NITEC certification and diploma courses for print professionals and those who wish to make a career of print.   SCI Print is also Edutrust certified.

ROI Strategy consultants worked with the pioneer team at SCI Print, SPRING Singapore and printing industry players to bring this school to fruition. The school organises a yearly print forum, the first of its kind in the region which ROI Strategy also helps out in.

SC International is a one-stop print specialist.  Set up in 2001, SC’s founder is Hong Konger-turned-Singapore citizen.  Garnering coverage for a printer is no easy feat, seeing that there are 900 over printing companies in Singapore.  ROI Strategy consultants were engaged in minor branding work for the company, helping out with the company’s profiling and corporate video.  Our consultants had to undergo in-depth print education in the process.

“Angela has been a close friend and associate for more than a decade.  What started out as a printer-client relationship has stood the test of time, and Angela became our consultant in the later years.  We are glad to say that our relationship has continued to this day and we look forward to many more years of business success together!” – Almond Ko, Director, SC (Sang Choy) International Pte Ltd.

Bacardi-Martini engaged ROI Strategy Consultants to conceptualise and execute this island-wide festival for the Bacardi Mojito.  ROI Strategy handled the public relations, design and concept for the fiesta.  Fiesta activities spanning 10-days included Cuban Jazz at the Asian Civilisations Museum,  a Salsa extravaganza at Clarke Quay Fountain Square, a Mojito Discovery Tour across outlets in Clarke Quay, the first outdoor Bacardi-Martini Grand Prix  and Mojito specials across 56 outlets island-wide.

ROI Strategy brought in the Singapore Tourism Board  (STB) as supporter of the Fiesta, and worked with STB for the promotion of the fiesta during the Singapore River Festival 2009.

The Asian Festival of First Films is Asia’s most prestigious film festival for first-time filmmakers around the world. For the first time in Singapore, movers and shakers from the film world from Hollywood, Hong Kong, UK graced Singapore’s shores to honour the best of budding film making talent in Asia.  Through a rigorous process of selection from more than 700 films to nominations and then awards to the top films in 11 categories every year, the festival has culled a generation of new filmmakers who have gone on to win top accolades in international filmmaking such as the Sundance Festival and the Oscars.

Supported by the Media Development Authority (MDA) and Singapore Tourism Board (STB), the Asian Festival of First Films was held in Singapore for 5 years, 3 out of which, the PR and marketing was handled by consultants from ROI. 

“Through the efforts and hard work of our PR agency, the festival has garnered in excess of USD6 million worth of coverage year on year, giving the festival the publicity it needs  Running a large week-long festival like this was a real challenge, but we managed it as a team!”
– Shweta Asnani, Director, Teamwork Productions, producer of the Asian Festival of First Films.

The first Singapore Tattoo Show engaged ROI Strategy Consultants 1 month before the actual show, as social media was not bringing them the desired results.  With the turnaround efforts of consultants from ROI Strategy, the Singapore Tattoo Show went from zero publicity to 5 TV broadcasts, 3 Straits Times reviews, 3 New Paper reviews and massive publicity from local and regional press.  The press conference alone attracted 70 press attendees.

ROI Strategy was integral in the overall success of the Tattoo Show.  18,000 visitors attended the inaugural Singapore Tattoo Show.  The Singapore Tattoo Show is supported by the Singapore Tourism Board.

“Kirby and I are very pleased with the efforts of Angela and her team.  We saw the immediate results of publicity and the coverage generated was massive.  We would not have had a sell out show if the PR wasn’t done well.” – Debra Lian, Show Producer, Singapore Tattoo Show.