SINGAPORE: My husband and I - he is also at CNBC - wanted a transfer to gain relevant experience in the Asian market, without leaving the company. The idea was to learn about China, while operating in a market where we could still use our skills. I now work across Europe and Asia Pacific, spending alternate months in London and Singapore.
MEDIA MARKET: Media is incredibly fragmented in Asia Pacific. I've noticed a global/local approach - each market likes to operate in its own language and people can be very parochial, which creates an exciting challenge.
INNOVATION: Some markets are far more innovative than others. Singapore is just starting to experiment with alternative forms of advertising. It's now at the stage we were at in Europe when branded content took off in 2006. Some feel that it's a fad and that the market will return to traditional slot models and, therefore, won't commit. Singapore is at the middle of the market in terms of innovation - it is just starting to adopt the philosophy that consumers drive the message.
MOBILE: Advertisers can be much more effective in the mobile space here than in Europe. Here, the medium is based on providing users with what they want, which makes for a receptive audience.
CULTURE: I took a while to warm to Singapore. I love the diversity and edginess of London - there's not the same focus on creativity and diversity here. It's family-friendly here, like Abba. London is more like Radiohead - creative, artistic and a little depressing.
!ONE THING WE CAN LEARN FROM SINGAPORE: Not to take ourselves too seriously. UK media has a wonderful heritage, but that can be a burden and a barrier to innovation. People are often criticised for trying new things. Let's be less accusatory towards people who try things that aren't perfect. Let's experiment more.