In the Business of People, with Ci En Lee

We kick off 2026 with Ci En Lee, Senior Media Strategist at Publicis Media Singapore, children's book author ("Short of Nothing" 📖), trends aficionado 📈, and Rising Star Award winner 🏆 at both the Singapore Media Marketing Awards and Marketing-Interactive's Agency of the Year Awards.

Ci En is a passionate voice for inclusivity in advertising—dedicated to showing the world that it's okay to be different, and to dare to pursue your dreams no matter how unconventional. That optimism and ambition comes through in this wide-ranging conversation. From viral campaigns to aging audiences, AI to representation, we explore what it really means to put people at the heart of strategy.

We'll learn:

🎯 Why we're in the business of people, not advertising—and what that means for strategy

🦀 The story behind Subway's viral "Full of Crab" campaign and creating a first-of-its-kind audience segment

👴 How older adults have become the fastest-growing digital audience in Singapore, yet remain overlooked by brands

📺 Why audiences are drawn to content, not platforms—and what that means for media planning

🔄 How older adults are driving word-of-mouth through the "forward economy"

🤖 Why AI is a partner, not a replacement: "Intelligence is knowing the right answer. Wisdom is asking the right question"

✊ Why representation matters: "If our ads do not shift, our society does not shift"

...and more.

Follow Ci En:

📸 Instagram: instagram.com/theleecien

🐦 X: x.com/theleecien

💼 LinkedIn: linkedin.com/in/lee-ci-en

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