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 the Silicon Valley, where he spent 15 years specialising in content and event services. Relocating to Asia for 20 years, he founded his own agency, worked with the Pico Group and led several media companies. In 2017, Gregory rejoined Pico to spearhead Pico+ Hong Kong focusing on building the bridge between 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 focusing on sports marketing, IP creation, World Expo and Olympics projects, brand festivalisation, project management and design of museums. 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, and theme park design and operations.

Tyronne has 15+ years experiential marketing experience that blends with a background in below-the-line marketing and data analytics. He brings to Pico a diverse range of industry experience including IT, automotive, financial services and government. His focus is to ensure that fresh perspectives and approaches bring value to the marketing, events and experiential that Pico Group delivers for clients globally. Tyronne has been with Pico for eight years

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 15 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.

Keisuke Togashi brings more than 35 years of experience in event production to his current role, overseeing the newly established TBA Japan. He has been well-regarded for his professionalism and strong commitment earned from his diverse client portfolio comprising leading brands across a wide range of industries.

Keisuke is a founding member of the PACIFICO Yokohama Convention Center, which was opened in 1991, and was integral in establishing the center’s overall operation system. Prior to joining the Pico Group, Keisuke worked at KB Planning International for 10 years, during which time he became a director of the company and delivered a wide array of event and show productions. He was also one of the first graduates of the Convention College programme organised by the Yokohama Convention Bureau.

Drawing on his belief that producing is managing money, time and people, Keisuke is passionate at creating amazing events and experiences which help brands elevate image and presence in Japan and abroad.

A twenty-year veteran of Japan, Aaron Kleiman is a well-regarded marketing and communications leader, known for his ability to help multi-national corporations navigate the Japanese markets. In his current role as General Manager of Pico+ Japan, Aaron leads a multi-disciplinary team to help brands create engaging and innovative experiences that drive their communications objectives and revenue growth.

Prior to joining Pico+ Japan, Aaron worked with leading agencies and in-house, driving brand strategies and activations for a wide range of leading brands. His work has included impactful solutions for audience engagement and tracking, entertainment and hospitality, virtual reality and augmented reality activations, content, and digital communications.

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.

A brilliant communicator, Cherry excels at building partnerships through strategic engagement. With over 20 years of experience in tradeshows and events organization, marketing, corporate and business communications, brand management and digital transformation, she brings rich knowledge and unique ATL and BTL brand engagement insights to Pico+, as well as proven commercial abilities and change management competencies.