Leading global brand development and marketing insight consultancy Added Value has strengthened its South East Asian regional team with the appointment of Carol Mok as Brand Development Director in its Singapore office.
In her new capacity, Carol heads the brand development team and is responsible for the brand and marketing strategies that guide a broad range of creative and commercial outcomes – from portfolio strategy, to brand positioning and innovation.
Since the early 1990s, Carol has worked in brand consultancy firms (FutureBrand and Batey), digital agencies (Razorfish and Immersant), and in-house (Virgin Mobile). She has led world-class projects across a wide range of disciplines and industries. Among other things, Carol was part of the team responsible for the refresh of the Changi Airport brand; the launch of the Uniquely Singapore campaign and a family of medi-tourism and culinary tourism programmes; the creation of the first direct bank, mbanx, in America, and she led the re-birth of Globe Telecom in the Philippines.
“Increasingly, our clients are looking for more effective marketing techniques to help expand and strengthen their footprint,” says Tessa Brown, Managing Director of Added Value Saffron Hill. “Carol brings a great deal of experience in brand strategy and a deep understanding of the markets and cultures across Asia Pacific that is so vital to many of our client’s growth ambitions.”
Speaking about her appointment, Carol says “It’s never been easier to reach consumers. But engaging and holding their attention is more challenging. Added Value’s inherent strengths in insight driven brand strategy creation and innovation is highly relevant in a time where clients are seeking deeper engagement with consumers. Insight can illuminate unique and differentiated opportunities in the high growth region of Asia.”