DDB Group Singapore has created the role of social media creative director, a first for Tribal Worldwide, for Benjamin Lee who is a well-known content creator in Singapore.
Lee, who is also known as Mr Miyagi, joins the agency after working with them on an ad hoc basis, around his other work that includes writing plays and a radio show on Power98 FM called ‘Own time, own target’.
The agency hired Lee for his social media savvy, however, with Jeff Cheong, president of Tribal Worldwide Asia, claiming that “Ben is like a founding father of social media in Singapore, his experiences and proven-track record will push the group to create more engaging and original content.”
In the new role, Lee will oversee social media for clients such as as Unilever, McDonald’s, DBS, StarHub, SilkAir, Ministry of Communications and Information, and Ministry of National Development.
Lee, said: “Tribal has a big support team and I’ve worked with them previously on ad-hoc works. I like that it is very local, very real and also a bit siao (crazy) in pushing social media content that really works. This is a dream playground for a creative like me to do great work.”
Lee also works with brands himself as an ambassador and on commercial content work. He said he would continue to work with the brands he “knows and loves”.