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Tribal Worldwide Singapore Hires Key Senior Creative Technology Leads

Advertising Agency
Singapore, Singapore
Agency brings on Lu Jue and Ong Hon Tat

As part of the strategic growth plan for the region, Tribal Worldwide has appointed two leading consultants to be part of its 50-strong technology team, based in Singapore. Lu Jue, will lead the User Experience (UX) Practice as Head of User Experience while Ong Hon Tat will lead the Mobile Practice as Head of Mobile Solutions. 

The appointments come on the back of the launch of Equator – a global centre of excellence for creative technology and innovation, operated by Tribal Worldwide’s Singapore office, for the DDB Worldwide network and its clients. Jue and Hon Tat will be part of the new Equator team that will provide consultancy for both regional and global clients. 

Jue joins Tribal from SapientNitro, where she spent six years leading Omni-channel user experience design, and mobile strategy. After honing her skills at SapientNitro’s mobile centre of excellence in Atlanta, U.S., she moved to Singapore to grow the experience design offering in Asia Pacific. Prior to this Jue spent five years in Motorola’s Consumer Experience Design Centre in Chicago where she led the team to launch several feature smartphones across North America and Asia. 

Her background in industrial design and design planning compliments Jue’s expertise in multichannel (mobile, tablet, web, interactive displays, physically spaces) and emerging experiences. In her 12 years of specialisation, Jue has worked on a range of retail and consumer products industries, which include, travel and hospitality, health and beauty, healthcare, luxury, telecommunications, automobile and finance. Some of the brands she has worked on include, American Express, Hyundai, Unilever, Suntec Singapore Convention & Exhibition Centre and Metlife. Jue is an award-winning UX expert having led teams to create the first in-store table experience for New Balance flagship store in U.S, MyTelkomsel’s self-service app and SingTel’s Amped app.

Lu Jue, Head of User Experience at Tribal Worldwide Singapore said, “We have serious clients who are investing to enhance user experience across all their touch points. My challenge is to create new and sustainable experiences; combining art and science that will align with their business goals – not flights of fancy.”

Ong Hon Tat is one the most sought-after mobile software consultant in Singapore, with over 15 years of experience in software and product innovation.  A creative developer by training, Hon Tat harnesses strong knowledge in interactive and codes with flare. 

Prior to the new leadership role at Tribal, Hon Tat served as Assistant Vice President for mobile at OCBC bank where he launched OCBC Bank’s API platform - Connect2OCBC that allows developers to integrate the bank's products and services when building applications and programmes.  Stretching his abilities and honing his skills further, Hon Tat successfully ran his own mobile and front-end consultancy business for six years. He has helped create many mobile apps that are widely used today, some of which include Connect2OCBC, DBS Bank's PayLah, Singapore Grand Prix and GIC’s mobile library.

Commenting on the launch of Equator, Ong Hon Tat, Head of Mobile Experience at Tribal Worldwide Singapore said: “I’ve worked with Tribal many years ago when I ran my own consultancy. They have been consistently delivering technology products that make a lot of us jealous. So I’m thrilled to now be part of this team and with Equator at Temasek Polytechnic going operational at the end of the year, I am looking forward to work with the young technology talents.” 

"The launch of Equator signals a strong commitment for us to accelerate the digital business transformation agenda for our businesses globally. Both Jue and Hon Tat’s leadership will not only level-up our service offerings to our clients but also attract the best like-minded talents locally and regionally,"  Leslie Goh, Managing Partner of Tribal Worldwide Singapore said.

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