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Training

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Introducing the Key Tools

Workshop overview

  • Mapping culture and categories using the Semiotic Square
  • Using the Residual, Dominant and Emergent code trajectory to track how culture is changing
  • Guest speakers' perspectives on how they have put semiotics to work in the region

Workshop leaders

Gareth Lewis

Director - Asia Regional Lead
Space Doctors
Singapore

Gareth has an ability to deconstruct the largest of ideas into clear and workable parts provides clarity where others see chaos.

Well-mannered and charismatic, his exterior calm belies a hunger for new experiences and a drive to take clients and semiotics itself into new and unexplored territory.

Maya Madhusoodan

Director - Brand Strategy
Space Doctors
Singapore

Maya Madhusoodan has worked in insights and strategy for 15 years. She has a background in a variety of disciplines - Radio, journalism, production, advertising, and a bulk of it is in consumer research, insights and brand strategy. Through several roles at leading insight agencies such as Flamingo, Hall & Partners and McCann Erickson, Maya has been driving more innovative methodologies to extract insights that are relavant to client plans and ambitions in the SEA region.

At Space Doctors, Maya continues to explore the use of semiotics, cultural analysis to help brands tap into trategic opportunities in the region in a relevant and responsible way. Maya is a seasoned facilitator, able to bring mixed skills together and catalyse new ideas, solutions, innovations and land great solutions.

Rachel Ng

Project Manager
Space Doctors
Singapore

Rachel Ng is a Project Manager at brand consultancy Space Doctors, where she specializes in semiotics and cultural insights in the APAC market. With a background in art history and curation, before moving onto cultural insight agency Flamingo, Rachel guides brands in visual and material culture to identify strategic opportunities for growth and innovation.