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Sherry Lee_Kay Hui

DIA Brands Singapore has appointed Sherry Lee (pictured right) as creative director and Kay Hui (pictured left) as brand director for its Singapore operation. Both will report to MD Dinesh Sandhu.

Lee was most recently at Interbrand and her work spans across hospitality, airlines, beauty, real estate, banking and finance, start-ups, city re-rebranding, oil and gas, retail, technology and communications. Meanwhile, Hui has worked in strategic planning roles across leading digital and brand agencies including crowdsourcing company eYeka Asia Pacific, 3M, Futurebrand Singapore and Grey London. Her involvement spans brand strategy, communications planning, innovation on Coca-Cola, Fonterra, Intel, Mercedes-Benz, Nestle, P&G and Unilever brands in Asia and Europe.

Both Lee and Hui said they are "thrilled" to be part of an established consultancy that is leading the way in strategy, design and digital thinking. Companies adept at using digital tools with classical strategic planning models and cutting edge design thinking are gaining a sizeable lead over competitors.

"We hope to fuse our collective knowledge with the 'Creating Remarkable Brands' philosophy to create winning solutions for clients," they said.

“Lee and Hui will be at the forefront of DIA Singapore’s transformation strategy in our mission to cement our reputation as an Asian brand consulting powerhouse. All this, while staying true to our mission of creating remarkable brands. We are confident they will augment our senior leadership given the breadth and depth of their collective multi market experience," Sandhu said.