Juror Spotlight: Alfred Wee

Alfred Wee

Executive Creative Director, McCann Singapore

Alfred Wee is the Executive Creative Director of McCann Singapore. With over 20 years of experience working on different brands across all categories, his current focus on digitally integrated marketing solutions for government accounts led to the establishment of McCann Worldgroup Singapore’s Public Sector Practice. Committed to driving behavioral transformation with a significant positive impact on society, they provide public institutions and NGOs with tailored insights, tools & campaigns to address critical societal challenges and improve the lives of the citizens they serve.

“Every campaign is one step closer to changing lives and helping bring Singaporeans closer,” says Wee. “This is why I am passionate about helping inspire the next generation of creatives, marketers and entrepreneurs with my involvement in tertiary institutions and universities as an advisory board member.” Read more below about Wee’s typical work day, his favorite TV program, and his insights into the future of multi-channel marketing.

What was your first job?

My first job was in the financial sector, working for a bank as a foreign currency exchange trader. All this came to pass when I pursued my passion for arts and design. That made my parents upset for a while.

What does a typical work day look like for you?

Every day starts with a story and ends with one. The moment the team engages, there are bound to be conversations and stories about work and from work. Of course, we may dismiss it as mere banter or discussions, but we all can be great storytellers. More often than not, we don’t realize what we are capable of in our industry.

What TV series are you currently loving?

Carnival Row, a series created by René Echevarria and Travis Beacham. It will continue with season 2 this year. It’s intriguing to follow this noir fantasy of mythological beings suppressed by human society, [and think about how] it mirrors us [regarding] class separation and our politically challenged society.

What do you think multi-channel marketing will look like in 10 years?

The rise and fall of the Metaverse has been in conversation. Gartner predicts that by 2026 a person [will spend] at least one hour a day in the Metaverse. Early adopters will persist in valuing NFTs, and AI-generated digital art will find a home there for everyone to express themselves creatively. The debate over digital or analogue will continue until it becomes conflated. Brands and advertisers will learn and apply new media consumption patterns in this new world order when Metaverse is poised for a marketplace. New emotional behaviors mapped with new consumer journeys will be the new strategy. Art and technology will merge, giving rise to emotional intelligence that can be harnessed for the new marketing science.