As part of an ongoing series highlighting young talent in the industry, Branding in Asia presents “One Under 30” – a special feature that focuses on up-and-coming talent in the ad world, one person at a time.
This week we talk to Noi Sudirman, a Copywriter at Media.Monks in Singapore.
Over the course of our conversation, she talks about how she got her first break in the industry, what she loves about the work, what she doesn’t like about it, and more.
Name: Noi Sudirman
Current Location: Singapore
Education: Murdoch University, Bachelor’s Degree in Marketing, 2018
How did you get your first break in the industry?
I was from production previously but somehow the work of a producer just didn’t align with my personality (young and reckless awkward, perhaps). Then, I decided to mass-apply for jobs with hopes to venture someplace else. Lo and behold, a boutique agency got back to me. It was for a Junior Copywriter role and I had no idea what a copywriter even does. I had no portfolio so all I could show was my LiveJournal and everything that a 23-year-old was feeling.
To my surprise and everyone around me, I was offered an internship and in three months, I was given the role. That was not an easy journey but that was the first time I felt seen for what I am able to offer. Fast forward, here I am.
What is your personal mantra?
Don’t be afraid to be uncomfortable. More often than not, it gets you to comfortable places.
From what person, place or thing have you drawn your greatest creative inspiration?
Bus rides are my thing. Not only does it take you to places, but your mind too. Plus, you see every type of person riding the bus. It’s the best time to create stories and scenarios in your head about the kind of lives they lead.
Daydreaming while commuting inspires me a whole lot.
What do you love about the job?
Making the impossible, possible. You might have a certain thought and you would think it is crazy. But when you share with your mates, they would be so pumped about it. Going to work with people who are crazy to make it happen, is the best feeling.
What about your job are you not so crazy about?
Explaining to people outside of the industry about what I do. Immediately when I say ‘copywriter’, they would assume I work with copyright issues. That or they would give me a blank look.
What is some work you’ve done that you’re most proud of?
I am most proud of my most recent work which is for Google’s Year in Search 2021. A B2B project that aimed to make it easy for marketers to understand trillions of data collected from Search through a creative approach.
It took a village to make this project happen and it was very fulfilling to see it come to life.
If you had to choose another career what would it be?
I LOVE THIS QUESTION.
Either a carpenter or an egg farmer. Making furniture with my hands and making egg farming sustainable are some of the things I am lowkey passionate about.