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Theodore Woon's avatar
Theodore Woon
Singapore
PR and comms consultant | Executive thought leadership, APAC
New to Contra
PR and comms consultant | Executive thought leadership, APAC
Cover image for The situation: A leading arts
The situation: A leading arts institution in Singapore had negligible media presence and no established voice in public discourse on arts education policy. What I did: Led the full strategic communications programme over four years. Built an executive positioning and op-ed strategy that placed the institution's leadership in sustained public conversation on arts education. Provided ongoing media counsel to develop institutional spokespeople into credible, quotable voices for journalists and policymakers. The result: Senior leaders became recognised thought leaders on arts education policy. The programme contributed to parliamentary discussion on the sector and preceded the formation of a new national arts university. Won two industry awards for Best Strategic Communications Campaign and Educational and Cultural Institutions.
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Cover image for The situation: An international property
The situation: An international property investment expo launching in Singapore needed to build credibility in a crowded market and attract serious investors and media attention from key buying markets including the UK, Portugal, Thailand, and Indonesia. What I did: Designed and executed a fully integrated PR programme combining earned media outreach, 13 strategic media partnerships across APAC and Europe, a journalist visit programme, and an onsite media centre. Personally responsible for 38% of total coverage generated. The result: 829 total placements across 700+ global channels. USD 4.75 million advertising value equivalent. 455 million in potential audience reach. Placements included the Associated Press, the Financial Times, Yahoo Finance, and The Business Times. For context, a comparable Singapore real estate event typically generates 50 to 80 media impressions.
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Cover image for Boost Trade Visitors with Proven Global PR Strategies in F&B
The situation: Asia's largest food and beverage trade exhibition needed a PR programme spanning 45 countries to drive international trade visitor attendance and establish the event as the definitive platform for APAC's food industry. What I did: Led end-to-end media relations across Southeast Asia, South Asia, and East Asia. Built and managed a network of international media partners, coordinated journalist visit programmes, and drove a content strategy across earned, owned, and paid channels. The result: 4,576 published articles across 45 countries. USD 8.6 million in advertising value equivalent. Over 1 billion unique monthly visitors in total audience reach. 1,235 international media placements, with representation from Reuters, Nikkei, CNBC, and BBC among others.
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Cover image for The situation: A Singapore-headquartered AI
The situation: A Singapore-headquartered AI infrastructure company was preparing to announce a strategic alliance with a Big Four consulting firm. The goal was to establish credibility with institutional investors and enterprise clients across APAC, with tier-one financial and technology media as the primary target. What I did: Developed the narrative positioning the alliance as a market-defining move in AI infrastructure. Orchestrated a media day at the client's Singapore facility, hosting nine tier-one outlets. Managed all journalist relations, spokesperson preparation, and interview sequencing on the day. The result: 147 articles published within 48 hours of the media day. Coverage secured across Bloomberg, Reuters, The Wall Street Journal, CNBC, CNA, and The Edge Singapore. Zero negative sentiment.
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Publicist(4)
Yosi Sanabria's avatar
Yosi Sanabria
Bogota, Colombia
Creative, strategic and advertising copywriter
New to Contra
Creative, strategic and advertising copywriter
Cover image for Campaña de gamificación - Subway RETO: ¿Cómo incentivar la c...
Campaña de gamificación - Subway RETO: ¿Cómo incentivar la compra de sándwiches sin caer en promociones convencionales? INSIGHT: Las personas consideran inconveniente cargar con monedas todo el día y generalmente solo se acumulan sin darles uso. CONCEPTO: Subway a pesos. ACCIONES: Crear un modelo de promoción a partir del juego para que el interés de compra sea mayor y ofrezca beneficios múltiples al consumidor. Se propone el uso de maquinas de Galton en punto de venta, acceso a una aplicación con multijuegos y recompensas por realizar ejercicio, todo activado desde un par de monedas. *Proyecto hipotético trabajado en la universidad.
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Cover image for Campaña de concientización - Google RETO: ¿Cómo incentivar l...
Campaña de concientización - Google RETO: ¿Cómo incentivar las denuncias de maltrato a la mujer cuando el acto de denunciar es más temido que el maltrato mismo? INSIGHT: Ante la posibilidad de una muerte el pensamiento de las personas es “eso no me va a pasar a mi” siendo un concepto lejano e irreal. CONCEPTO: Mide la diferencia. ACCIONES: Generar conciencia sobre la importancia de denunciar a tiempo mostrando lo cercano que puede ser un feminicidio a través de diferentes factores de relación. (ubicación, tocayos, pisos, etc.) *Proyecto hipotético trabajado en la universidad.
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Cover image for Campaña de relanzamiento de marca - Satena RETO: ¿Cómo posic...
Campaña de relanzamiento de marca - Satena RETO: ¿Cómo posicionar de forma contundente a Satena como la aerolínea insignia de los colombianos? INSIGHT: Usar expresiones lingüísticas que son muy representativas de la cultura colombiana genera familiaridad, orgullo y complicidad. CONCEPTO: Queremos que vueles bacano. ACCIONES: Modificar el lenguaje de todo el journey del cliente en términos que disfruten y conecten con los colombianos. *Proyecto hipotético trabajado en la universidad.
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Cover image for Campaña de conciencia ambiental - CLONHADAS RETO: ¿Cómo cone...
Campaña de conciencia ambiental - CLONHADAS RETO: ¿Cómo conectar a una audiencia urbana con la problemática de pérdida de biodiversidad en Suramérica? INSIGHT: De pequeños nos enseñan que si no podemos conciliar el sueño, debemos contar ovejas hasta dormirnos. CONCEPTO: La tierra no puede dormir ... porque no tiene animales para contar. ACCIONES: % de donación a WWF x compras, sitio web educativo, Filtro en redes y cuña que invita a reflexionar y sumarse a esta causa. *Proyecto hipotético trabajado en la universidad.
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Publicist(4)
Bautista Galindo's avatar
Bautista Galindo
Buenos Aires, Argentina
Multimedia designer, filmmaker, and advertising expert
Multimedia designer, filmmaker, and advertising expert
Cover image for Life Turismo | Video Promocional - YouTube
Life Turismo | Video Promocional - YouTube
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Cover image for Vistage | Video de Evento - YouTube
Vistage | Video de Evento - YouTube
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Cover image for BIC Argentina - YouTube
BIC Argentina - YouTube
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Trisney Wiedemann's avatar
Trisney Wiedemann
Battle Ground, USA
Media & Influencer Publicity for Consumer Lifestyle Brands
Media & Influencer Publicity for Consumer Lifestyle Brands
Cover image for VIEW MY FULL PORTFOLIO HERE
VIEW MY FULL PORTFOLIO HERE
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Cover image for babyark Influencer Campaign
babyark Influencer Campaign
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Cover image for Mom Your Way Book Launch
Mom Your Way Book Launch
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Cover image for Earned Media & Influencer Launch for mōmi
Earned Media & Influencer Launch for mōmi
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Publicist(3)
Alex Koritz's avatar
Alex Koritz
Salt Lake City, USA
Helping startups generate visibility, credibility and growth
New to Contra
Helping startups generate visibility, credibility and growth
Cover image for The program positioned Clark and
The program positioned Clark and Nano-Yield at the forefront of innovation in sustainable agriculture, translating complex nanotechnology into a clear, compelling market narrative. Through targeted media outreach, thought leadership, and strategic industry positioning, the company gained visibility among key agricultural, environmental, and business audiences. Coverage and contributed content highlighted Nano-Yield’s role in improving crop efficiency, reducing chemical inputs, and addressing critical sustainability challenges—elevating both the brand and its leadership as credible voices in the future of agriculture. The result was increased awareness, stronger industry credibility, and a differentiated position in a rapidly evolving market.
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Cover image for The Book Launch Program is
The Book Launch Program is designed to turn a book into a platform—not just a moment. By combining media relations, podcast placements, and thought leadership, the program positions authors as credible voices while driving awareness, demand, and long-term visibility. Rather than relying on one-time promotion, the focus is on building sustained momentum—securing interviews, features, and strategic exposure that extend the life of the book and elevate the author’s broader brand. The result is not just book sales, but authority, audience growth, and ongoing opportunity well beyond the launch window.
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Cover image for The Executive Podcast Program positions
The Executive Podcast Program positions leaders as trusted voices by securing targeted guest placements on high-impact business and industry podcasts. Rather than broad outreach, the focus is on strategic alignment—placing executives in conversations that reinforce their expertise, support key narratives, and reach decision-making audiences. Each appearance is leveraged as a piece of long-form thought leadership, building credibility, expanding visibility, and creating a consistent drumbeat of authority in the market.
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Cover image for The campaign transformed BodyGuardz from
The campaign transformed BodyGuardz from an early market participant into a dominant voice within a highly commoditized category. Through a sustained media relations strategy aligned with major device launches, the brand achieved more than 300 high-impact media placements, generating over 2.2 billion impressions and dramatically expanding its share of voice.
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