Daniel began his career as a systems consultant and multimedia developer, before he traded code for copy.

Since then he’s worked on everything from finance to FMCG, retail to automotive. He’s grown brands like HSBC, Citibank, Ford, Shell, Nestlé, Abbott, SingTel, Celcom, Carlsberg, Coca-Cola and the Republic of Singapore Navy. Today he’s also the Global Creative Director on CLEAR shampoo (Unilever). His work reaches over 80 countries worldwide.

To date, he’s won over 400 international, regional and national awards including Cannes Lions, LIA, One Show, Clios, D&AD, Effies and the odd Webby, and has been named among the Most Influential Creative Directors by the Institute of Advertising Singapore consecutive years running.

He brought Malaysia its first AdFest Grande Lotus (Best of Show), before repeating the feat at MullenLowe Singapore, where he’s also been responsible for a Spikes Asia Grand Prix and multiple Best of Shows at the Singapore Creative Circle Awards (Gongs). In the decade he’s been with MullenLowe Singapore, Daniel and Sheng Jin have led the agency to multiple Agency of the Year and Digital Agency of the Year awards (Gongs, Spikes & LIA) and #1 agency in Singapore in  both the WARC  Creative 100 and WARC Effective 100 (2023 & 2024), cementing the agency’s place as Cannes Lions Top 10 Agency of the Decade Asia.

He’s chaired, been jury vice-president or served as special jury for shows like the Singapore Gongs, the Crowbar Student Awards, Asia Pacific AdFest, Lisbon International Advertising Festival and Malaysian Kancil Awards. He’s also been on the awarding jury at Cannes Lions.

Perhaps most importantly, the work has helped three different clients to Client/Advertiser of the Year. While much of his favourite work has come through the MullenLowe Singapore office, he believes the best is still in the works, as client partners, now acquainted with winning, grow hungrier and bolder for more.