This is Off The Beaten Track. In short…OTBT for convenience .

Clients often ask me.. “so, what services do you offer?” Well.. we deliver integrated through the line marketing campaign, bah bah bah….The truth really is, to help address the pain points out of marketers.


Kea Sui Hong

Kea was previously the Director of Marketing for KPMG in Singapore and was responsible for the overall firm’s Marketing and Branding Division. His responsibility included helping each KPMG business line develop go to market strategy, pipeline management and program management aligned to key strategic initiatives of the firm in areas of AI, Blockchain, Data & Analytics, Cyber security and Cloud solutions. 

He currently run his own boutique shop, Off the Beaten Track, a marketing services agency specialises  in branding, communication and design integrated with UX and UI, providing an end to end customer journey. 

His branding and communication experience in the last 18 years had landed him in some of the biggest name in advertising. This included Young & Rubicam, M&C Saatchi and Publicis Groupe. 

Over the years, Kea has accumulated experiences across a wide range of industries; from technology, finance to automotive. Some of these include MNCs such as HP, Citibank, BMW, Land Rover, O2, SingTel, M1, Singapore Tourism Board, SilkAir to key nation campaigns.

Kea have also served as a judge for several market/advertising awards and guest lecturing for local universities and mentor for Lee Kuan Yew School of Public Policy.

Kea graduated from the Monash University with a Bachelor of Business, Channel and Marketing in 1997 and was concurrently confer with Advance Diploma in Market research by Australian Marketing Association.

Angela Ong

Angela recently returned to the workforce after a 2 year hiatus from being the stay home mum. last held role She was the Marketing Director for Jaguar Land Rover Asia Pacific Importers, overseeing 16 markets across Asia including New Zealandand

A marketing professional with over 17 years of experience in integrated marketing experience in brand, media, product management, experiential and was part of the digital transformation team in Luxottica and JLR.

Over 15 years of international, regional experience across consumer lifestyle categories, having served her careers on both sides of the fence; both agency and marketing roles with companies such as in Saatchi & Saatchi, Young & Rubicam, American Express, Luxottica S.E.A, JLR.

Bruce Watt

Bruce is one of Asias leading award winning Creative Director with over 25 years of experience in the advertising industry. Of which he has spent the last 18 years (and counting) in Asia and 15 years in Singapore

Bruce has held leadership and management role as Creative director for over 15 years within Asia Pacific region. As a creative management personnel, Bruce has developed a highly trusted partnership with most of his clients who had continued with Y&R for almost a decade.

Some of the accounts he has worked on The Singapore Tourism Board, Sony Asia Pacific, TNT Asia Pacific, Caltex Asia Pacific, Cerebos Asia Pacific – Brands Singapore, Royal Bank of Scotland, TAFEP, Lasalle College of the Arts, M1, DELL, Robinsons, Direct Asia, NISSIN, BMW ASIA, WDA, MOM, Svenson Hair Loss Centres, amongst others.

Melvin Kuek

As Deputy Chief Executive Officer of DDB Group, part of the Omnicom network, Melvin led one of the largest and most successful integrated advertising agencies in Singapore. His remit also extends to the region as the SEA Lead for DDB’s shopper experience arm- TracyLocke and the VP of Asia spearheading new client partnership initiatives.

Prior to joining DDB, Melvin worked in various established integrated agencies taking on key leadership positions whilst partnering some of the world’s most exciting and renowned brands. During his 5-year tenure as Managing Director of Young & Rubicam Singapore, he lead his team to over 40 new client wins including BMW and Jaguar Land Rover and doubled the size of the agency. In 2015, Y&R Singapore was awarded Creative Agency of the Year by Campaign Asia under his stewardship.

Early in his career, Melvin was made one of the youngest, local Regional Account Director in the industry where he was tasked to build a “hub and spoke” agency team across 9 markets for the newly merged ExxonMobil business. Subsequently, he forayed into the world of entrepreneurship as a partner in Rocket-X, Media, a nose to tail concept-to-production digital focused integrated marketing agency which was named by global marketing consultancy R3 as one of the “hottest agencies to watch” in 2003. 

Beyond his work at the agency, he currently serves in an advisory capacity as Chief Communications Officer to the Global Esports Federation. He has also just been appointed to the Board of the Singapore Esports Assoication (SGEA).