Meet the Team

With two decades of multidisciplinary business experience, Lim Chiew Wee currently oversees Pico business in the EMEA region, Japan, Korea, Shanghai and Taiwan as well as the Pico+ Group.

Prior to 2011, Chiew Wee was highly involved and respected in the group’s exhibition and event marketing business in Beijing. He was then appointed to head up Pico Guangzhou and at the same time was given the task of leading and coordinating the Pico Group’s overall sales and marketing effort across the entire China region.

Since 2011, a major part of Chiew Wee’s portfolio has included focusing on innovation, exploring and launching new business ventures, making investments and acquisitions and managing new lines of business for the Pico Group.

Chiew Wee successfully established TBA Consulting Group, PLUS Communications and PIXELS, which together form the backbone of Pico+. Pico+ Group provides an unmatchable and unbeatable line-up, offering brand strategy, experiential marketing, digital and social, interactive technology, public relations and communications and sports marketing solution that create real value for clients.

Gregory’s professional life began in the Silicon Valley, where he spent 15 years specialising in content and event services. Relocating to Asia for 20 years, he founded his own agency, worked with the Pico Group and led several media companies. In 2017, Gregory rejoined Pico to spearhead Pico+ Hong Kong focusing on building the bridge between content, data, technology and live experiences to help brands make deeper connections with a growing generation of digital customers.

Since 2020, he has been entrusted with overseeing the group’s Global Activation Team focusing on sports marketing, IP creation, World Expo and Olympics projects, brand festivalisation, project management and design of museums. Today he works to drive solutions ranging from data analytics, business intelligence, audience tracking, social media, to e-Commerce, in-store and interactive technologies, face recognition, virtual events, virtual reality, augmented reality, artificial intelligence, and theme park design and operations.

Tyronne has 15+ years experiential marketing experience that blends with a background in below-the-line marketing and data analytics. He brings to Pico a diverse range of industry experience including IT, automotive, financial services and government. His focus is to ensure that fresh perspectives and approaches bring value to the marketing, events and experiential that Pico Group delivers for clients globally. Tyronne has been with Pico for eight years.

Monica Liu takes a holistic approach to translating corporate vision and values into clear strategies and tactics – an approach that often deepens client relationships and develops new business. With more than 15 years of experience in team management, project management and integrated marketing at multinational agencies in China, Monica has never slowed her momentum of forward innovation for clients. Now leading Pico+ China operations, she focuses on maintaining steady growth for all businesses, including project operations, integrated marketing and practices in engagement marketing. Her meticulous, astute approach to operational work makes her a highly valued member of the leadership team.

Michael Fong is an integrated communicator and marketer with more than 20 years of experience in China and Canada, and who specialises in the destination, automotive, sports and entertainment categories. As General Manager of Pico+ China, Michael provides branding, advertising, public relations and digital promotion services to sister Pico offices with complementary marketing capabilities.

Prior to Pico+ China, Michael headed management positions at some of the top agencies in China. Other career highlights include his responsibility for all regional marketing, events and sponsorship campaigns for Volkswagen China (VICo) and integrated marketing for Sony BMG Music.

Nicola has worked in the creative field for 20 years. She specialises in developing, driving and delivering end-to-end strategic experiential creative solutions across all engagement platforms, including events, activations, digital, social and mobile.

An engineer by training, a marketer by profession, an ex-entrepreneur by choice; with his unique combination of skills, Ling is currently leading TBA Hong Kong and North Asia’s integrated marketing communications. With his deep understanding of brand strategies, he helps clients build their brands stronger while engaging larger communities across multiple channels.

As a seasoned professional in communication design and integrated campaign planning, he is a passionate brand-builder, knowledgeable in the digital and virtual space and savvy within the social media domain. Apart from overseeing a team of event specialists in Hong Kong and working on several globally renowned brands, he also leads regional accounts for the North Asia hub using a myriad of tactics aligned to global strategies of Pico Group.

With his profound understanding of the consumer mindset and past experience in the B2C industry, Ling made the leap from Singapore to Hong Kong and joined TBA Creative Network in 2018. He has since helped brands such as Giorgio Armani, Glenfiddich, L'Oréal Paris, Maison Margiela, Samsung, SkinCeuticals and Uber Eats use content to better connect with consumers, grow their communities and achieve their business outcomes.

Kun Theng brings more than two decades of experience in managing overseas and local projects to his current role. His expertise was evident during significant projects including Samsung Galaxy Studio in Singapore and World Expo in Hannover. He is particularly adept at working with clients from the aerospace, automotive, defence, retail and oil and gas industries. 

Kun Theng joined Pico in 1995 and has been a valued member of the TBA Indonesia team since 2016. His responsibilities include overall management of the team’s operations, production, client relations and services. His expertise and client focus has made him a key factor in projects for significant clients.

Wee Teck works alongside clients to solve business and marketing challenges, helping them engage with customers and consumers leveraging insight driven integrated marketing solutions.

During his 20 years in this industry, he had the good opportunity to work closely with numerous automotive brands during his 11 year stint in China the likes of Volkswagen Group China, Bentley Motors China, Automobili Lamborghini China and Porsche China.

Aside from multiple different formats of activations, he had the opportunity to render retail consulting services to super car and luxury brands the likes of Lamborghini and Bentley. With that, he led the planning and execution of the launch of Bentley Bentayga in Chengdu in 2015. He was also fortunate to have delivered BMW Motorrad’s integrated retail and brand activations in the format of BMW Motorrad-On-Tour and BMW Motorrad Days. Other premium automotive brands he worked with included Mercedes-Benz, Lexus, Infiniti China and Volvo China.

Returning to Singapore, he was involved in deriving interactive digital assets for Toyota Motors Asia Pacific and delivered premium brand experiences for Lexus Asia Pacific. Most recently, he planned and delivered the integrated launch of Toyota’s #Start Your Impossible campaign in 2018.

Wee Teck previously spent 3 years as the Head of Integrated Engagement for MCI Group.

Office
TBA Creative Co., Ltd.
6-5 Nihonbashi Odenmacho, Chuo-ku
Iwasei Nihonbashi Building 6/F
Tokyo, Japan 103-0011
keisuke.togashi@jp.tbacreative.net

Keisuke Togashi brings more than 35 years of experience in event production to his current role, overseeing the newly established TBA Japan. He has been well-regarded for his professionalism and strong commitment earned from his diverse client portfolio comprising leading brands across a wide range of industries.

Keisuke is a founding member of the PACIFICO Yokohama Convention Center, which was opened in 1991, and was integral in establishing the center’s overall operation system. Prior to joining the Pico Group, Keisuke worked at KB Planning International for 10 years, during which time he became a director of the company and delivered a wide array of event and show productions. He was also one of the first graduates of the Convention College programme organised by the Yokohama Convention Bureau.

Drawing on his belief that producing is managing money, time and people, Keisuke is passionate at creating amazing events and experiences which help brands elevate image and presence in Japan and abroad.

A twenty-year veteran of Japan, Aaron Kleiman is a well-regarded marketing and communications leader, known for his ability to help multi-national corporations navigate the Japanese markets. In his current role as General Manager of Pico+ Japan, Aaron leads a multi-disciplinary team to help brands create engaging and innovative experiences that drive their communications objectives and revenue growth.

Prior to joining Pico+ Japan, Aaron worked with leading agencies and in-house, driving brand strategies and activations for a wide range of leading brands. His work has included impactful solutions for audience engagement and tracking, entertainment and hospitality, virtual reality and augmented reality activations, content, and digital communications.

A brilliant communicator, Cherry excels at building partnerships through strategic engagement. With over 20 years of experience in tradeshows and events organization, marketing, corporate and business communications, brand management and digital transformation, she brings rich knowledge and unique ATL and BTL brand engagement insights to Pico+, as well as proven commercial abilities and change management competencies.

Fiona Ji has 15 years of experience in the automobile industry. Specialising in brand marketing and event planning and management, she joined TBA Creative Network in 2018, and has since led the team to deliver many high-profile projects, including Huawei's annual flagship events, NIO at Auto Shanghai, Ferrari Racing Day, GAC FCA Jeep at A-class auto shows, and WGC-HSBC Champions.

She works well with clients of B2B and B2C brands and formulates effective online and offline solutions that enhance clients’ multi-channel marketing efforts and boost brand awareness.

Iris Zhang has over 16 years of experience in the event and exhibition industry. She joined TBA Creative Network eight years ago and currently serves as the Operations Lead for Automotive Events Services Team. Before joining the company, Iris worked at a leading agency where she was a part of the Events Services Team for IT and auto accounts. During this time, she led and managed a wide range of activities such as launches, key account and sponsor events, roadshows, fashion shows, hospitality and golf events for Infiniti, Lexus, Sidel and many other brands.

Angel Zhang has nearly 15 years of experience in the events and exhibitions industry. Talented in both marketing and management, she joined TBA Creative Network in 2011, and has since developed a reputation as a resourceful, enthusiastic team leader with a flair for breakthrough and innovative services.

Currently Angel focuses on delivering solutions for car industry and internet accounts. With her customary skill in on-site control and coordination, she has successfully led and managed several large-scale car shows, overseas internet and electronics exhibitions, product launches, test drive events and roadshow exhibitions for brands including Dongfeng Peugeot, Infiniti, Didi and Alibaba.

Creativity, insight and leadership in equal measure have made Sally Wang a key contributor to client projects ranging from conferences and annual meetings to large-scale product launches and marketing events. Boasting over a decade of experience in live communications and corporate management, her current focus is on service to clients and develops new businesses. She has worked successfully with brands like Mercedes-Benz, Audi, Ford, Volkswagen, Peugeot, BMW, Huawei, Valiant, Bentley, Microsoft, Siemens and HP.

Since year 2000, Steven Zhao has gained deep experience in the exhibitions business as a project manager, account manager, brand and strategy director, and senior account director. He is especially familiar with the field of exhibition hall showcasing and retail stores. Steven joined TBA Creative Network as a Senior Account Director in 2013. One of his significant projects was the Shenzhen Vanke product experience centre.

Prior to joining TBA Creative Network, Steven worked in the marketing department of a major computer manufacturer, with duties including domestic and international retail store image and display props design, and seasonal promotion planning. Prior to that, his work at a Beijing-based marketing consultancy saw him lead project planning and construction management for a corporate experience centre at the 2008 Beijing Olympics.

Allen Zhang has over 5 years of experience in the events and exhibition industry. He joined TBA Creative Network five years ago and currently leads the operations of the automotive events services. Prior to joining the company, he worked as a member of a leading agency’s events services team for IT and auto accounts. During that period he led and managed a range of activities including launches, key account and sponsor events, roadshows, fashion shows, hospitality and golf events for Mercedes-Benz, BMW, Rolls-Royce, Lexus, Infiniti and many others.

Belinda Bao has more than 15 years of experience in PR event and exhibition management. Backed by her notable marketing and management experience, she always utilises her acute sense of detail and exceptional insights during event planning.

She joined TBA Creative Network in 2011 and has been leading her team to deliver various brand marketing events, including retail marketing for luxury car brands, press conferences, annual summits, activation of brand presence in large-scale auto shows, hospitality events, and roadshows.

Her clientele consists a broad mix of brands from automobile, information technology, internet services and news and information industries, including Geely, Infiniti, Mercedes-Benz, Peugeot, Rolls-Royce, Volkswagen Import, as well as Bloomberg, ByteDance, Huawei and JD.com.

Caroline Yuan has over 10 years of experience in the event industry, and has served TBA Creative Network for nearly 10 years. She possesses in-depth knowledge of managing events and exhibitions, and of dealership and retail marketing campaigns. She is known for her prudence and resilience in on-site operations management and excels in handling contingencies. Her main clientele consists of brands from automobile and internet services industries, including JD.com, Lexus, Mercedes-Benz and Tencent. Notably, she led her team in delivering The New Lexus ES Launch Event in 2018, The All New Lexus UX National Launch in 2019 activating Tencent Games’ presence at ChinaJoy in 2019 and 2020, and delivering various events for brands such as Huawei, JD.com Mercedes and Roll-Royce.

Jimmy Wang has more than 10 years of experience in the event and exhibition industry. Since joining TBA Creative Network in 2013, he has been utilising his exceptional management skill in leading his team to handle various challenging projects.

He is experienced in managing a wide range of events, including brand activations, large-scale press conferences, sports marketing, test drives, sponsorship marketing, major auto shows, roadshows and product showcases. One of his key achievements was the successful activations for two Chinese brands at the 2018 FIFA World Cup Russia.

His client portfolio includes Lexus, Mercedes-Benz, OPPO, Tencent and vivo, just to name a few. Some of his clients, from various industries such as sports, information technology and automobile, are among Fortune 500 list of companies.

With more than 12 years of experience in the event and exhibition industry, Kelvin has handled many large-scale events and possessed extensive experience in event management and crisis management. His account portfolio consists of international car marques such as Baojun, Geely, Lynk & Co, Maserati, Polestar, Volkswagen and Volvo.

Kelvin has been involved in many automotive projects, bringing his clients’ brands to life in China’s A-class auto shows. He is very experienced in managing roadshows, car launches and test drive events, and building and operating car display spaces in airports.

With more than 12 years of experience in event marketing, Peter has built up considerable expertise in marketing and team management from working at the client’s and the event agency’s sides. He is insightful and remarkably resilient and possesses excellent execution and communication skills.

Peter has served clients from Fortune 500 list of companies from various industries, such as information technology, internet services, FMCG, automobile and medicine. His main clientele includes Ford China, Huawei, JD, Lincoln, Tencent and Volvo.

Gio Gao has more than nine years of experience in event management. He has practical knowledge and understanding about information technology, internet service and automobile industries and state-owned enterprises. With solid PR and marketing skills and his finger on the pulse of market and emerging trends, he knows very well how to put brands and products’ unique attributes in the spotlight. He also leads his team in delivering effective online event solutions, including several for Huawei in 2020.

Mingyue Zhu has over 15 years of experience in project design, implementation and management. He joined TBA Creative Network in 2008 and brought with him considerable knowledge and experience in project management for museums, science and technology museums, and corporate showrooms.

He is a savvy and accomplished leader who leads his team in exceling design, putting project progress, cost and quality under control, and delivering high-quality projects on schedule.

Some of Mingyue’s trophy projects are: Lenovo’s brand experience center at the 2008 Olympics, Cisco Pavilion at Expo Shanghai 2010, International Intangible Cultural Heritage Expo Park in Chengdu, showrooms of Vanke Group, showrooms of New Hope Group and the Supreme People’s Court Smart Court Laboratory.

Martin is an expert in the creative industry with a background in the digital realm. His areas of expertise include brand strategy, concept, design, UX, UI, art direction, mobile and game development, video production, events and activations, social and retail strategy, and content development.

He has more than 20 years of experience in the US and Asian markets and has led digital creative teams in several prominent corporations and advertising agencies. In his current role as Regional Creative Strategist at TBA Hong Kong, Martin brings creative concepts to life by developing innovative strategies and unique experiences for clients.