As part of an ongoing series highlighting young talent in the industry, Branding in Asia presents “One Under 30” – a special feature focusing on up-and-coming talent in the ad world, one person at a time.
This time we talk to Steffi Lee Jia Sin, a 25-year-old Copywriter at VaynerMedia APAC in Singapore.
Over the course of our conversation, she talks about her first break in the industry, what she loves about the work, what she’s not so crazy about it, and more.
The Basics
Name: Steffi Lee Jia Sin
Age: 25
Agency: VaynerMedia APAC
Position: Copywriter
Hometown: Singapore
Current Location: Singapore
Education: Nanyang Academy of Fine Arts, Diploma, 2019
Seven Questions
How did you get your first break in the industry?
My first break came in 2020 when I was a Junior Copywriter at VaynerMedia. This was during the circuit breaker period when Subway wanted to promote their new sub, The Meat Stack –– a sandwich packed with loads of meat. Together with the creative team, I zoomed in on the insight that marketing budgets were being trimmed during the pandemic, and came up with the idea of “More Meat, Less Marketing”. We created ads that were hyper-meta, super lo-fi, relevant and true to our messaging and generating positive engagement with Subway’s community.
It was my first project as a newcomer, and also the first in the face of an ongoing pandemic. Although daunting, the ads ultimately performed really well, and I continued to work on snappy copy to launch Subway’s sandwiches with the team for the remainder of the year.
What is your personal mantra?
Keep an open mind, and stay curious, positive, and empathetic. Great stories and ideas come from everyone, anywhere!
From what person, place or thing have you drawn your greatest creative inspiration?
As my work revolves around socials, I draw inspiration from social media platforms such as TikTok. I’ve learned to cook, drum, knit, and even learn self-care tips from TikTok, and every time I reach a mental block, I spend a few minutes there to be re-inspired.
What do you love about the job?
The ideating! There’s never a dull moment being a writer with something brewing in my mind. I get excited every time there’s a pitch or new campaign.
What about your job are you not so crazy about?
The timelines are something we’re constantly working with or against, but it has trained my ability to push and curate quality content –– quick. Although we’re still working on it, I’m sure we’ll find that sweet spot soon enough
“Keep an open mind, and stay curious, positive, and empathetic. Great stories and ideas come from everyone, anywhere!”
What is some work you’ve done that you’re most proud of?
One of my favourite works is definitely the Meat Stack campaign with Subway, after which we were entrusted with the launch of their next sandwich, The Extremely Mac & Cheesy Sub. Our creative idea, “Cheesechella”, was inspired by music festivals and how the different flavours in the sub come together to “throw a party in your mouth”.
With it still being a lockdown period back in 2020, we launched a music live stream on Subway’s social channels that featured local artists from Singapore and Malaysia for all to watch while enjoying their cheese subs at home.
If you had to choose another career what would it be?
A horror film director! I’m a big fan of Ari Aster and I avidly read up about his inspirations and keep up with his movies.
