Debora Chatwin

I have had the privilege of working with some of the best known brands in Hong Kong, China, and Asia during my close to 20-year tenure with WPP’s The Brand Union (TBU) and its former incarnations (Enterprise IG and Ogilvy’s Artistree). That work, as MD and senior brand consultant, has involved positioning, repositioning, merging, de-merging, and rationalizing brand/product portfolios to support business strategies.

Since 2011, I have been providing brand and communications counsel on an independent basis to new – and long-time clients including Jardines and VTC, the region’s vocational education and training giant.

What defines my approach? Starting out in broadcasting in Canada as a story producer/copywriter has certainly influenced my view that what a brand says is as important as what it looks like. I draw upon my formative journalism skills – from interviewing and analysis to composing and crafting written content – to develop strategies. Additionally, I do naming and pen copy for print and digital platforms – to ensure a consistent “tone of voice” for the brand across all touch points.

Furthermore, my interest in a brand’s voice extends to how it speaks to and engages employees. While I was at TBU, internal programmes conceived for Jardines and Standard Chartered Bank won recognition for both clients respectively in the annual Asia-Pacific PR Awards.

Brand strategy development requires champions among the organisation’s business leaders. It requires commitment to make operational changes to support a refreshed strategy – and I am gratified to say that many of the strategies that I have helped to craft continue to provide a directional compass for the brands for which I have worked.