Dr Vivien Chiong has been instrumental in growing NTU Singapore’s recognition as one of the world’s top universities today. She developed NTU’s Smart Campus brand positioning and placed it at the heart of her integrated communication strategy comprising Paid, Earned, Shared and Owned Media (PESO). She led her young in-house team to step up to the call for digital transformation. With no additional budget or headcount, she reconceptualised the award-winning HEY! magazine into an augmented reality title and designed NTU’s first Virtual House Open with 360-degree videos and photos. She is recognised for combining strategic insight with creative storytelling skills to fulfil organisational objectives, achieving 88% to 95% in positive perceptions in her PESO strategy. She shares her extensive experience widely: mentoring her staff, teaching communication students as a faculty associate and is currently the Chair of a national task force to build Singapore’s brand in Science and Technology.
With the arrival of NTU’s new President, the NTU communications team, led by Dr Vivien Chiong, focused its integrated communications approach on using the new NTU Smart Campus brand positioning to build positive perceptions of the University. Facing a diverse target audience, the team embedded the NTU Smart Campus narrative into its integrated communication strategy harnessing earned, paid, owned and shared media. Virtual and augmented reality was used in a series of new communication initiatives that included the creation of a “smart magazine” that combines print seamlessly with augmented reality. Planning and executing the strategy entirely in-house, the team exceeded its communication targets with no increase in headcount or budget and also creatively found its way around constraints.
From a precocious 18-year old rebel teen to a single mom struggling to make ends meet, Crystal demonstrated sheer resilience in rising from superstar rookie to business partner. After four promotions in three years and the youngest Associate Account Director at 25, she left the WPP international agency to join a fledgling Malaysian start-up. Within two years, she was pivotal in propelling the boutique agency into a multi-million-ringgit agency, growing revenues six-fold. Just shy of her 30th birthday, she was recognised for her achievements by being made an Associate Partner and is now responsible for the firm’s operations.