Meet the team

With two decades of multidisciplinary business experience, Lim Chiew Wee currently oversees Pico business in the EMEA region, Japan, Korea, Shanghai and Taiwan as well as the Pico+ Group.

Prior to 2011, Chiew Wee was highly involved and respected in the group’s exhibition and event marketing business in Beijing. He was then appointed to head up Pico Guangzhou and at the same time was given the task of leading and coordinating the Pico Group’s overall sales and marketing effort across the entire China region.

Since 2011, a major part of Chiew Wee’s portfolio has included focusing on innovation, exploring and launching new business ventures, making investments and acquisitions and managing new lines of business for the Pico Group.

Chiew Wee successfully established TBA Consulting Group, PLUS Communications and PIXELS, which together form the backbone of Pico+. Pico+ Group provides an unmatchable and unbeatable line-up, offering brand strategy, experiential marketing, digital and social, interactive technology, public relations and communications and sports marketing solution that create real value for clients.

Gregory’s professional life began in Silicon Valley, where he spent 15 years specialising in content and event services. Since relocating to Asia over 20 years ago, he has founded his own agency, worked with the Pico Group and led several media companies. In 2017, he rejoined Pico to spearhead Pico+ Hong Kong, focusing on bridging content, data, technology and live experiences to help brands make deeper connections with a growing generation of digital customers.

Since 2020, he has been entrusted with overseeing the Group’s Global Activation Team, with a focus on sports marketing, IP creation, World Expos and Olympics projects, brand festivalisation, project management and museum design. Today he works to drive solutions ranging from data analytics, business intelligence, audience tracking, social media, to e-Commerce, in-store and interactive technologies, face recognition, virtual events, virtual reality, augmented reality, artificial intelligence, metaverse, and theme park design and operations.

A veteran of over two decades in the MICE industry, Caroline offers experience gained from some of the world’s best experiential marketing agencies and know-how which transcends countries, cultures and industries. She is a successful leader and builder of teams delivering large scale event programmes. She also boasts considerable expertise with financial management and in devising and implementing operational procedures.

Rita joined the Group in 1998. In 2002, she was seconded from Hong Kong to Shenzhen to start up Pico Shenzhen. She is currently responsible for spearheading business development and managing the operations of various entities in the South China region including Guangzhou, Shenzhen and the Greater Bay Area.

Monica Liu takes a holistic approach to translating corporate vision and values into clear strategies and tactics – an approach that often deepens client relationships and develops new business. With more than 20 years of experience in team management, project management and integrated marketing at multinational agencies in China, Monica has never slowed her momentum of forward innovation for clients. Now leading Pico+ China, she focuses on maintaining steady growth for all businesses, including project operations, integrated marketing and practices in engagement marketing. Her meticulous, astute approach to operational work makes her a highly valued member of the leadership team.

Nicola has worked in the creative field for 20 years. She specialises in developing, driving and delivering end-to-end strategic experiential creative solutions across all engagement platforms, including events, activations, digital, social and mobile.

Wee Teck works alongside clients to solve business and marketing challenges, helping them engage with customers and consumers leveraging insight driven integrated marketing solutions.

During his 25 years in this industry, he had the good opportunity to work closely with numerous brands and led teams in delivering engaging and immersive brand experiences from the Beijing Olympics, large scale national consumer engagements, product launches and brand experiences for gaming IPs in the region. He was also intimately involved in servicing automotive brands during his stint in China between 2004-2015, driving lead generation and conversions through consumer activations and retained retail consulting services.

He was also involved in building insight driven integrated engagement as an offering for agencies, bringing together talents from different disciplines to help brands engage in dialogues with their target audience that matters.

Returning to Singapore 4 years ago, he was involved in building and growing expertise in delivering digital led integrated experiences for brands in the region. Most recently, he was involved in the planning and delivery of brand campaigns and activations for brands targeting audience in both the consumer and B2B space.

Wee Teck currently leads strategic planning and key account engagement for the region at Pico and is currently based out of Singapore.

Michael Fong is an integrated communicator and marketer with more than 20 years of experience in China and Canada, and who specialises in the destination, automotive, sports and entertainment categories. As General Manager of Pico+ China, Michael provides branding, advertising, public relations and digital promotion services to sister Pico offices with complementary marketing capabilities.

Prior to Pico+ China, Michael headed management positions at some of the top agencies in China. Other career highlights include his responsibility for all regional marketing, events and sponsorship campaigns for Volkswagen China (VICo) and integrated marketing for Sony BMG Music.

Neda-Lucia honed her versatile expertise while working across multiple sectors of the French, Chinese and Middle Eastern markets. With a proven track record of accomplishment in strategic business planning and development, marketing, public relations and communications, she has driven business growth by enabling higher levels of performance.

Karen Li joined Pico Beijing in 1997 and has more than 23 years of account servicing and project management experience in exhibition and event marketing. She was in charge of overseas projects and auto shows projects from 2003 to 2008. During the 2008 Beijing Olympics, she successfully delivered the Bank of China showcase and hospitality centre in the Olympic Park. In the course of the 2010 Guangzhou Asian Games, she led her team to complete the JBD Experience Centre.

She joined TBA Beijing in 2011 and headed her team to achieve remarkable results with a focus on China-based car makers, banking and reputable clients like DF Peugeot, Infinit, Lexus, Bank of China, China Construction Bank, Agricultural Bank of China, New Hope Group and Enfei.

In 2019, she was appointed Vice President of Pico South China and is currently based in Guangzhou to spearhead the development of large-scale projects and new businesses for Pico+ in the south China region.

An engineer by training, a marketer by profession, an ex-entrepreneur by choice; with his unique combination of skills, Ling is currently leading TBA Hong Kong and North Asia’s integrated marketing communications. With his deep understanding of brand strategies, he helps clients build their brands stronger while engaging larger communities across multiple channels.

As a seasoned professional in communication design and integrated campaign planning, he is a passionate brand-builder, knowledgeable in the digital and virtual space and savvy within the social media domain. Apart from overseeing a team of event specialists in Hong Kong and working on several globally renowned brands, he also leads regional accounts for the North Asia hub using a myriad of tactics aligned to global strategies of Pico Group.

With his profound understanding of the consumer mindset and past experience in the B2C industry, Ling made the leap from Singapore to Hong Kong and joined TBA Creative Network in 2018. He has since helped brands such as Giorgio Armani, Glenfiddich, L'Oréal Paris, Maison Margiela, Samsung, SkinCeuticals and Uber Eats use content to better connect with consumers, grow their communities and achieve their business outcomes.