Creative Director with extensive experience spanning brand strategy, systems design, UI/UX, and AI-integrated marketing. Recognised as one of Singapore's most accomplished strategic creative leaders.
Singapore · Available for ConsultingSheng Jin is one of Singapore's most accomplished strategic creative leaders, recognised for a career spanning creative direction, brand strategy, and AI-integrated marketing. He is also an accomplished designer, twice shortlisted for Designer of the Year at the Singapore President's Design Award, with expertise in branding, UI/UX, and systems design.
He currently leads brand strategy and research as an independent consultant. His recent work includes a brand and sustainability programme recognised by the Reuters Global Sustainability Awards and the S&P Platts Global Energy Awards, two of the most respected benchmarks in international energy and sustainability communications. Alongside this, he is developing AI-integrated workflows for proprietary IP projects, including customer journey design, strategic programmatic advertising, and the application of generative AI tools towards agentic marketing.
Prior to this, Sheng Jin served as Executive Creative Director at MullenLowe Singapore for over a decade, leading the agency's creative output across all brands and a 30-person multidisciplinary team. Under his leadership, the agency doubled its business, expanded beyond its Unilever roots, and secured new accounts across global, regional, and local markets. He led MullenLowe to some of its most defining achievements. In 2016, the agency won Singapore's first Cannes Gold Lion in Health. In 2020, Cannes Lions recognised MullenLowe as one of the Top 10 Creative Agencies of the Decade in Asia. In 2022, the agency swept the Gongs, winning Best of Show, Agency of the Year, Digital Agency of the Year, and nearly every major Best of Category. In 2023, he led MullenLowe to become Singapore's first Digital Agency of the Year at AdFest, and brought home the country's first AdFest Grande in nearly two decades.
Named Best New Art Director at the 2005 Gong Awards, Sheng Jin has since earned over 300 industry accolades across major creative and effectiveness festivals, including four Cannes Lions Golds, a D&AD Graphite Pencil, and honours from The One Show, Clio Awards, Spikes Asia, and the Effies. Campaign highlights include Closeup's City Hall of Love, iSEE's Leave With Pride, and It's Not Crazy. It's the Navy. for the Republic of Singapore Navy. Beyond campaigns, he has designed brand identities and systems for FMCG and beauty brands across international and regional markets.
He has served as a jury member at Cannes Lions, One Show, LIA, Spikes Asia, AdFest, and M.A.D. Stars, and has chaired Singapore's Creative Circle Awards and Indonesia's Citra Pariwara.
At the core of his approach is the belief that the most powerful creative work begins with identifying the most interesting problem to achieve a clear insight, and that the best ideas are those that make people see themselves in a brand.