Tribal Worldwide Singapore Makes Changes to Creative Team

Tribal Worldwide Singapore has appointed Kinetic’s Eugene Tan as Associate Creative Director while promoting Benson Toh as the new Creative Director.

Working closely with Jeff Cheong, head of Tribal Worldwide Asia, the duo is expected to raise the creative firepower for the agency across its range of clients. Benson Toh was previously associate creative director for Tribal Worldwide’s Singapore office.

In his new capacity as creative director, Toh brings with him over 17 years of experience and has been instrumental in developing the integrated campaign for Ministry of Communication and Information’s Pioneer generation package campaign. The work picked up two golds and two silvers at the Marketing Excellence Awards 2015.


“I am looking forward to developing our best work for our clients at Tribal. The momentum is exceptional at Tribal and we’re really excited about Eugene joining and pushing the boundaries in creative and innovative work,” said Toh.

Previously head of copy at Kinetic, Tan joined Tribal Worldwide Singapore on December 1, 2015. Tan has developed big brand experience across HSBC, Kia, Kraft, Mazda, MINI, Nike, Nikon, Nokia, Shell, Sony and Standard Chartered.

Tan added, “Benson and I had great chemistry during our stint in JWT back in 2002. I’d like to think that we’re smarter, sharper and even hungrier a decade later. I’m really excited to work with the award-winning technology team at Tribal.”


Jeff Cheong, President of Tribal Worldwide Asia commented on the new appointment, “The new partnership will bring a new level of energy to the Singapore hub office across our clients. We expect to do the most dynamic creative work for our clients winning at Effies and Cannes.”