Alfred has been honing his craft over the years as a multi-disciplinary creative. His work is recognized for its creative excellence and effectiveness in major international and local award shows, including One Show, D&AD, Cannes, Clios, New York Festivals, APAC EFFIES, and EFFIES Singapore for clients under his belt. Campaign Brief Asia ranked him as one of Singapore’s top 10 creatives.
Having spent over 20 years in the industry and nominated as an international juror (New York Festival, ADFEST, MIDAS & AD STARS Mentor and Juror). Being highly involved in grooming the next generation of creative changemakers and nurturing creative courage beyond the classroom for the past nine years as an industry practitioner.
As a board member of the advisory council with IHL (NTU WKWSCI ENGAGE, Advisory Council member) and a global mentor (NUS Global Mentorship Programme), Alfred looks to bridge the gap between the industry and institutions.
Having served as Crowbar Award president - leading the most coveted student award show in Singapore and several training-related initiatives for emerging creative talent, with Accredited Advertising & Marketing Singapore, AAMS (Co-chaired and Chaired from 2017 - 2021). He has expanded his interest in preparing young student talents for the global stage serving as an industry expert for WorldSkills Singapore (Chief Experts and Expert - Visual Communications, Worldskills Singapore 2018-2021).
As the Group Creative Director of McCann Worldgroup Singapore, he leads the integrated creative team as the change agents - contributing to many of the Agency of the Year accolades for McCann (2015 - 2020).
With a MA in Digital Media Management from Hyper Island. Alfred believes we will always be students and learners despite being veterans in the industry because life itself is a lesson.