With over 20 years of experience on regional and local brands across various categories, Alfred's work is recognized for its creative excellence in major international award shows at the EFFIES, The One Show, D&AD, Cannes, Spikes Asia, Clios, LIA, ADFEST including the New York Festivals.

At McCann Worldgroup, Alfred heads up the first Public Sector Practice in Singapore, driving social impact and reshaping citizen behaviours. His contribution has helped consistently earn McCann Singapore Agency of the Year's honours yearly.

His passion for inspiring the next generations of creative minds has kept him engaged with several programs, including The Crowbar Awards and as an advisory member for institutions and universities.