Bringing with him a professional advertising and marketing experience that spans 15 years, Raymond particularly enjoys the sharing of knowledge and is currently imparting his know-how as local counsellor to post-graduates enrolled in the University of Strathcylde MBA programme. His story began with stints at Ogilvy & Mather, Grey and Mindshare. It was at GSK, however, that he spent most of his career, managing brands such as Panadol, Scott’s Emulsion and, most notably, Ribena, for which he won a Gold Effie for the Raya campaign “Ada Kelas”, before joining the pioneering team that set up Suntory Malaysia.
His class, Making Strategy, covers largely organizational strategies, with emphasis on the process and a comprehensive understanding of the organization’s core competence, issues and market environment, involving the stakeholders to encourage a strong sense of ownership and teamwork, in hopes of rolling out strategies that drive performance and competitive advantages.
Through our conversation with Raymond, we found out that the guru is a big fan of culture and history, who enjoys visiting museums, libraries and places of historical significance, his favourite being the Victoria & Albert Museum. “It has some of the world’s biggest collections of art, largely “stolen” by the British back when they raided countries like China and Egypt. The collection spans over 5,000 years, so it’s just fascinating to see what life was like in these early civilisations; what were they living for? I believe, like us, they were trying to create an identity. Being Chinese and Indian, we’re very lucky to have a legacy, a very long history that we can proudly talk about.