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The Essential List: Anna Goulding


The director of Singapore-based Umami Collective is an advocate for underground music events and outside of the office runs festivals to provide money and support for charities across Southeast Asia

The Essential List: Anna Goulding
Anna Goulding is a PR guru heading up her own agency in Singapore, Umami Collective. For the past 15 years she’s split her time between the region and her birthplace of the UK to deliver communications for some of the biggest names in the industry. Along with a previous career in journalism and eye for creative storytelling Anna has a passion for purpose and spends her spare time pro-bono aiding charities, not-for-profits and social enterprises. 

Get to know her better below.


o Place of birth: United Kingdom
o Hometown: Singapore
o Staycation: Pointless! The rest of Southeast Asia is only a stone’s throw away from Singapore, so be it Bali, Thailand, Indonesia, we are spoiled rotten. Once borders reopen after Covid-19 that is!
o Vacation: Tokyo, Japan – incredibly unique, crazy cool and never gets old. There’s simply too much to explore.
o Pet: Three-year-old Cavalier King Charles Spaniel named Ralphie aka Captain Woof: Eater of business cards. He is also our office dog and chief emotional support officer – a very cheeky character.

o Place of work: Umami Collective Pte Ltd, a small but perfectly-formed boutique PR agency, based in sunny Singapore. We support a wide range of clients across the Asia-Pacific region, helping to improve core perceptions and revenues through good honest creative communications.
o Place of workout: The great (but extremely hot and sticky) Singapore outdoors. 
o Mode of transport: Bicycle, skateboard aka dog sled…
o Bonus Travel Essential: A double-person hammock is perfect for enjoying hidden beaches in Asia.


o Artist: Jamie Hewlett, Android Jones
o Music: Anything funky is good. I’m loving West Coast Bass at the moment, bringing together electronic glitch, hip hop, soul, funk vibes. 
o Side-project: In my spare time I co-organise large festival-style not-for-profit art and music events in Singapore, providing a platform for local artists and raising money for local charities and relief efforts across the region.
o I also enjoy mixing music and playing festivals. Here’s a recent mix
o Music video director: Die Antwoord make astonishing, dark and visually compelling videos which are definitely binge-worthy. 
o Film director: Loving everything from Taika Waititi at the moment!
o Photographer: Annie Leibovitz
o Film: The Boat that Rocked is an old favourite. More recently, I loved The Gentleman, Guy Ritchie’s new flick.
o Series: The Morning Show is one of the best drama series I’ve seen in recent times. The new season of What We Do in the Shadows is also good fun.
o Commercial: Old but still brilliant. 

o Video Game: Retro arcade games + Elven Assassin in VR.
o Book: I just downloaded Grow by Jim Stengel to my Kindle, which explores the link between social purpose and success in business, so far, so good!
o Podcast: I really like listening to the Joe Rogan Experience for fun, topical discussions of the day.
o Music Video: The Avalanches - 'Frontier Psychiatrist' is a classic

o Newspaper (off or online): Primarily digital. Being on top of the issues of the day is key to my work and having multiple sources will always give you the most comprehensive take.
o Magazine: Same as above.

Food and Drink

o Breakfast: Usually overnight oats with fruit, but when indulging it has to be a full English breakfast.
o Restaurant: Singapore-based Zazz Pizza – modest surroundings, but simply the best pizza in Singapore in my opinion
o Cheap bite: Popiah (fresh spring rolls) – a Singapore specialty

o Working lunch: Pulled Pork Burrito with corn chips
o Snack: Anything with hummus
o Guilty Pleasure: Crepes with Lyle’s Golden syrup
o Bar: Arcade MTL – a video game bar I fell in love with, in Montreal, Canada.
o Booze: Dolly Parton cocktail (Cirka Sauvage Gin, rose syrup, lemon and bitters)
o Not Booze: Lemon, mint & black pepper cooler


o Phone: Samsung Galaxy Note
o Computer: Macbook Pro with external monitor + keyboard
o TV: A giant one left over from a big corporate event. I think it’s a Samsung
o Headphones: Audio Technica
o Camera: Mainly my phone these days
o Personal Soundsystem: Minirig – an awesome little Bristol-based company which produces amazing personal speakers that pack a serious punch. What’s more, you can daisy-chain them. I have four! 
o Pen / pencil: Swag pen usually...
o Where you document an idea: Evernote
o Clothing: Comfy & chic, thrift & vintage pieces, no fast fashion
o Footwear: Boots mainly
o App: Waking up meditation app. I’m pretty rubbish at it, but I am persevering!
o Digital work tool: In love with my iPad Pro
o Analogue work tool: A very large sketch pad + Sharpies
o Morning grooming / makeup essential: Black eyeliner
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LBB Editorial, Mon, 20 Jul 2020 15:35:30 GMT