bSIDE has appointed Jasmine Choo as Partner and Head of Experiential, effective August 2026, adding more than 18 years of in-house and agency experience across communications, events and experiential marketing to its leadership team in Singapore.
Choo joins bSIDE from Access Communications, where she helmed the Culture & Lifestyle portfolio while concurrently serving as Head of Events & Experiences. During her tenure, she conceptualized and executed campaigns for clients including Chivas Regal, Leica, Onitsuka Tiger, Royal Salute and Samsonite.
Earlier in her career, Choo worked in luxury event management at Directions Group, delivering private client events and gala dinners for brands including Audemars Piguet, Chopard, Piaget, Rolls-Royce Motors and Van Cleef & Arpels.
“I’m incredibly excited to be joining bSIDE at this stage of the agency’s growth,” said Jasmine Choo, Partner & Head of Experiential, bSIDE.
“In my conversations with Charissa and the team, it was refreshing to have my perspectives challenged. They constantly have a unique point of view and a collective ability to approach briefs pointedly yet creatively. This is a massive strength in a saturated market, and is aligned with my own instincts. I’m looking forward to bringing that same relentlessness to how we design experiences that surprise and delight.”
“Jasmine has spent almost two decades creating and building memorable events and experiences for some of the most demanding brands in the region,” said Charissa Guan, Founder & Managing Partner, bSIDE.
“But more than that, her tenacity and grace under pressure is what our agency wants of everyone on the team—especially our leaders. Having her as Partner will allow us to go deeper into work that not simply creates fame for brands, but allows them to build community.”
