PWC EXPERIENCE CENTRE
Where my creativity went everywhere except advertising.
CREATIVE LEADERSHIP · EXPERIENCE DESIGN · CONCEPT DEVELOPMENT · UX WRITING
After years in advertising agencies, I spent a year and a half as Head of Copy at PwC’s Experience Centre in Singapore, where the answer to a brief might be a product, interface, service, space, or piece of technology.
My role extended far beyond writing headlines. I worked alongside designers, strategists, consultants, and technologists to bring conceptual thinking and human language into customer journeys.
Copy was no longer the final layer placed on top of an idea. It helped people understand complex systems, navigate experiences, and feel that the technology had been designed by actual human beings.
The work moved across product design, UX/UI and spatial innovation. A creative idea could become a prototype, an interaction or an entire environment rather than another campaign asking people to click somewhere.
The Experience Centre made me a more versatile creative and changed how I approached every brief afterwards. It was where I stopped asking, “What should the advertising say?” and started asking, “What should the experience do?”