My guest this week is someone I had on episode 59 when we talked about her career as a trailblazer in the tough industry of advertising and her personal journey with IVF which also led to her instrumental role in shaping Singapore’s policy on IVF. She’s none other than Linda Locke.
Linda is a highly awarded creative with over 300 awards to her name including a string of accolades from local, regional and international shows and a Gold Cannes Lion winner and part of the prestigious Cannes Lions judging panel.
The 10th anniversary of the Singapore Advertising Hall of Fame Awards in 2008 saw Linda receiving the ‘Newsweek Lifetime Achievement Award’ in recognition of her three decades of service to the Singapore Advertising Industry. Linda was the first woman to achieve the award.
Linda’s extensive experience and accomplishments makes it such an honour and inspiration to me. She’s someone who breaks boundaries, challenges the status quo and works with great tenacity for what she believes is the right thing to do.
She calls herself stubborn, I see it as resilience and someone who always finds a way to make her ideas and dreams a reality.
I invited Linda back because the last time we spoke Linda briefly mentioned her work to get Agnes, her great grand aunt's contribution at creating the first hybrid orchid and Singapore’s national flower, the Vanda Miss Joaquim recognised.
This episode is a little longer than usual because I really wanted to get the behind the scenes of how Linda worked with multiple parties locally and abroad and in some instances, rather high level parties, to reinstate the correct facts of the history behind Agnes’ work with the Vanda Miss Joaquim orchid. Along the way, we talked about growing up today versus in earlier times, the impact of social media on our kids, storytelling, her new book series and more!
So grab a coffee or take us on your walk, your work out or drive and eavesdrop on our conversation about pushing through boundaries, following through to the end to get the resolution we want, how to work through challenges and roadblocks when going for something you really desire, growing up, parenting and more!
Episode 59 with Linda Locke - Inside the Mind of Linda Locke, Accomplished Leader In Advertising, IVF Warrior, Children’s Book Author & Great Grandniece of Agnes Joaquim, the first woman in the world to create a Hybrid Orchid, Singapore’s National Flower
To get a taste of Linda’s extensive accomplishments, please go to the EPISODE PAGE.
Expanded the Club 21 Membership across 11 markets.
The team achieved double-digit growth in PR until the slower retail market from 2013 when they still achieved single digit growth.
Since 2008 grown the Club 21 membership by over 250%
Between 2008 to 2015 produced 15 iterations of the Club 21 Magazine, a biannual publication.
Grew the SuperNature online business by over 400% since its launch in 2008.
2009 Introduced Style Services for Club 21, a Personal Styling service with a dedicated team of professionals
Collaborated with Unifem in 2009 and assisted in collection and pricing strategies leading to a 375% increase in collection. In 2012/2013 created a fashion-based positioning for Club 21’s collaboration with Unifem’s Designer Clothing sale, taking over “Give to Save” with our own positioning “Style it Forward” encouraging customers to pay forward there gently used clothes.
Developed the Club 21 Directory of Fashion, a giant map showcasing every Club 21 store in the style of an underground train map
Launched Lord Peter Mandelson’s book “The Third Man” September, 2010
2010/11 developed a Tourist site and Marketing program to better target and educate tourists on the Club 21 portfolio - Fashion Finder.
Conceived and executed “SuperNature Superfoods” event in 2011 - "Superfoods Revolution - Cuisine for life". A collaboration with Como Hotels and Resorts, 4 Seasons and SuperNature. A special organic food menu as well as cooking classes showcasing fine wellness cuisine utilising organic ingredients from SuperNature. Sold out and SuperNature saw a positive increase in post event sales.
2011 Launched an integrated mobile app in iPhone and Blackberry for Club 21 supporting the loyalty card program and Up to date Fashion News for over 200 brands keeping Singapore’s cream of fashionistas up to date wherever they are. It was voted in Asia’s Top 50 Apps.
2011 Initiated master media contract between Komoco, Lushington, HPL properties, Club 21 and SuperNature for better rate negotiation.
2012 Conceived the 40 Wishes internal microsite for the 40th Anniversary of Club 21 which allowed staff to select a charity within the Club21 Foundation to provide additional support for the small wishes, that usually could not be provided for.
2012 - 2015 Assumed the position of GM for Club21 Online. Formed a small strong team, reduced costs, developed a full marketing program, drove revenues of SGD2 million and reduced costs across the board.
Developed an inter client personalised newsletter for new season drops –“Personalised Fashion Template”.
Won Best of Category 2014 Singapore Creative Awards “Cause” category. Style It Forward Campaign
2014/15 Developed an app that allowed points redemption across Club 21, SuperNature and COMO hotels for members of Club 21.
Other notable Advertising achievements:
Pioneered the first PC based media analysis software in collaboration with SRS, allowing for customisation and greater depth of media analysis.
Trained a generation of creative’s and over 25 have gone on to become top creative directors both here in Singapore and overseas.
In 1992, Saatchi & Saatchi Singapore won Singapore’s first Gold Lion in TV with a TVC for the Traffic Police of Singapore called “Glasses”.
Created a regional Newspaper for Leo Burnett from 1997-2006
Singapore Breast Cancer’s “If only women” won Gold in most International award shows including Cannes in 1998
Helped Leo Burnett win Network of the Year in 2001
The region helped Leo Burnett achieve Agency network of the Year in 2001
Tiger Beer TVC “World Cup” won a Clio Bronze Award in 2003
In 2003 and 2005 no other regional network had more agencies contributing to the regional award tally
Voted in Ad Asia’s People of the Year in 2006/7/8
Key note speaker Crowbar Awards 2008
Judge ARAW Awards 2008, Manila
Won the Lifetime Achievement Award of the Singapore Hall of fame Awards in 2008 presented by the Institute of Advertising Singapore, the first woman to have done so.
Hosted the Yahoo Big Chair Spikes Discussion 2009
Participated as a judge in HP Space a televised creative contest in 2009
Judged MediaCorp’s Young Creatives 2010
Featured Campaign Asia’s Legends of advertising in 2011.
Book and Praise Quotes:
‘Chutzpah & Chutzpah’ by Myers, Goode & Darke. Pages 167/168. 2017 Michael O’Mara books
‘The Nomadic Mindset’: Never Settle for too Long. (Nomad Leadership) by Kevin Cottam 2018.
‘Secrets of Singapore Botanic Gardens’. By Danger Dan & Gadget Girl (Lesley-Anne and Monica Lim). (Opening Praise quotes). March 2018 Epigram
‘Freddy the Eager Fundraiser’ by Swapnil Mishra (Praise quote) October 2018 Epigram
Authored or Co-Authored Children’s Books:
‘Agnes and her Amazing Orchid: How the National Flower of Singapore was born’ – James Wolf/Linda LockeApril 2018
‘Jack is Curious: Will I grow old?’, 2018 Epigram
‘Jack is Curious: Why do people cry when they are happy?’ - 2018 Epigram
‘Jack is Curious: Can I hit back at a bully?’ - 2019 Epigram
‘Jack is Curious: Gas makes old people go faster?’ – 2019 Epigram
‘Jack is Curious: Why do you always say no?’ – 2021 Epigram
‘Jack is Curious:Why am I a lonely only?’ — 2021 Epigram
‘The Boy who talked all day.’ To be published October 2021, Epigram
Designed and Curated Books
‘Best of The Best, Saatchi & Saatchi Advertising - 1989/90
‘Best of The Best’, Saatchi & Saatchi Advertising - 1993/94
‘Best Bar None’, Leo Burnett Advertising - 1998
‘Best Bar None’, Leo Burnett Advertising - 1999
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This podcast is about helping you follow your passions, create goals, take action and learn the tools and techniques to live the life your heart desires.
You’ll hear interviews with women who are following their passions, the steps they’re taking and the lessons they learned along the way.
I also share my insights and experiences along the journey of following my passions and what I'm learning.
A Little History...
I started the podcast in November 2020. I was inspired to do it after hearing the recurrent fear and stress around finances from adult learners in classes about resilience that I was teaching at the height of the COVID-19 pandemic. The podcast was then called ‘The Financially Free Woman’. At that time, I was very much into overcoming financial anxiety, something I myself experienced after a 6-figure business debt, losing my job as the family’s breadwinner and faced with job insecurity.
Over time, I realised a common theme running through all of my podcast guests. They were following their passions, taking the steps to get there, and possessed a mindset that no matter what, they would figure it out.
Despite the mistakes and missteps along the way, they just got back up and kept going. It was such an inspiration to watch and I finally understood in my heart that the whole point of life is to do what your heart is telling you to do and use your logical brain to take the actions needed.
Since then, I've been standing on the shoulders of these mighty women and learning to better listen to my intuition, follow my passions and use my rational mind to create a life my heart desires. I share what my guests and I are learning about how we're doing this on the podcast.
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