Tribal Worldwide Singapore (Tribal) has appointed Dawn Yang as Associate Creative Director, effective immediately.
Yang joined Tribal in 2008 as part of the digital agency’s founding team. Over the next two years, the team pitched and won 15 out of 17 accounts, including key clients DBS Singapore, Uniqlo Singapore, Changi Airport Group, and Australian Tourism Board. Yang went on to rise through the ranks as a versatile copywriter in both English and Mandarin.
From shaping above-the-line campaigns to creating web portals, Yang is the driving force behind several of the agency’s key clients, including the Ministry of Health, the National Youth Council, the Ministry of Social and Family Development, and Gardens by the Bay. In 2016, she brought the multiple gold award-winning Pioneer Generation Package TV series in vernacular dialect to life for the Ministry of Communications and Information.
Over the past year, Yang has participated in DDB Worldwide’s annual Phyllis Project, helping women transition into leadership roles across the network. Before joining Tribal, she co-founded Singapore’s first all-girls competitive eSports team. She grew the initiative from a local start-up to a regional organisation with sponsorships from global brands like Razer, SteelSeries, and Lenovo.
“Thanks to the Phyllis Project, I am now connected to a larger network of female leaders from every continent. It is heartening to be part of a company that champions diversity and values every individual for their strengths and contributions,” said Yang.
Benson Toh, Executive Creative Director at Tribal Worldwide Singapore, said: “I’m very excited to see Dawn’s powerful combination of creative and tech skills create new experiences for clients, especially in the dynamic youth and gaming sectors – her particular areas of expertise.”