Better By Design: Helping leaders maximise relevance in a turbulent world 


R/GA’s Purpose is to design businesses and brands for a more human future. They believe design has the power to make everything better. Great design can improve lives, culture, communities, companies, economies, and countries. What better proof of that is there than Singapore itself?

As businesses continue to face headwinds and chart the way forward, R/GA wants to help. Consumer, employee and investor expectations are higher than ever. According to the Edelman Trust Barometer 80% of global consumers want brands to help solve society’s problems and 79% of employees want their employers to act on social issues. Last year a study from Harvard Law School found that 60% of global institutional investors apply ESG considerations to their investments.

There’s a clear mandate for organisations of every shape and size to deliver on the Triple Bottom Line of people, planet and profit. It all starts with having a higher-order Purpose centred around serving all stakeholders. Purpose captures an organization’s role in the world and informs how they behave. But Purpose alone too often fails to translate into meaningful and lasting action. Purpose only works when it becomes part of an organization’s standard operating procedure.

Building brands as operating systems enables leaders to make lives better using design and ultimately maximise their relevance in a turbulent world. This keynote will leave attendees feeling inspired, informed and empowered by R/GA’s framework to help leaders better design their organisations around their Purpose and deliver long-term impact.


Ed Cheong
Executive Creative Director

Ed, R/GA Singapore’s Executive Creative Director, is well vaccinated against fluff, commonly known as advertising. His misdemeanors on behalf of reputable brands have been featured on CNN, Contagious,

Mashable, PSFK, Fast Company and somehow even Teen Vogue. His recent exploits include bagging Singapore’s only Gold for PR at Adfest and a Bronze One Show Asia pencil for Warner Music, and the nation’s only Gold APAC Effie for Guinness. He has also served as Head of Jury at the latest Gong Show in Singapore, Jury at One Screen Film Festival New York, Spikes Asia, and AdFest.


R/GA singapore

R/GA is a brand, product, and communications company that excels when brand, design, and technology converge to create enchantment. Their expertise ranges from reinventing the future of mobility to crafting innovative, forward-thinking concepts for traditional industries. They are driven by their mission to construct a more human-centric future for everyone.


Name: Diane Leow
Email Address:

Top image: Building brands as operating systems. Image courtesy of R/GA Singapore.



29 Sep 2023


2pm – 4pm


R/GA Singapore
MacDonald House
40A Orchard Road
Singapore 238838


Free with Registration




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