Patrick Low

Founder & Creative partner, goodfellas

Pat began his advertising career in 1978 at Fortune Advertising, which was then Singapore's largest local advertising agency. At Fortune, he honed his craft working on accounts like Mitsubishi cars, Ikea and DBS.

In 1981 he left Fortune for Ogilvy and Mather where he won his first major award for Philips, becoming the first Singaporean to win in the prestigious One Show. Besides Philips, he also garnered many awards for Carrier, BMW, and Shell at O&M.

In 1987, he moved to Y&R where he spent 22 years creating many award-winning and memorable campaigns for brands like Toyota, Lexus, Ikea, SingTel, Epson, Ericsson, Citibank, Singapore Tourism Board, OCBC Bank and many others.

1n 1995, Pat was invited to be the first Singaporean to chair the local Creative Circle Awards, setting the stage for many other Singaporeans to follow.

In 2001, he co-chaired the inaugural Crowbar Awards, which has grown into an international showcase for future stars of the industry.

In 1998, he co-wrote the short film OOPS with Mike Miller, which featured at the Sundance Film Festival.

In 2005, he was bestowed the honour of Champion of the Creative Circle for his contribution to the advertising industry. In the same year, he was also featured in IDEAS, a book on Singapore’s hottest creative directors.

To date, his work has won awards in every major international competition, notably the One Show, D&AD, Clio, New York Festival, London International, Communication Arts and Cannes.  Besides winning awards, he has also judged many awards shows including the Cannes Advertising Festival in 2007.

Also in 2007, Pat was voted Singapore’s Creative Director of the Year at the Advertising Hall of Fame Awards.

In October 2009, after becoming Y&R's longest serving Executive Creative Director, Pat founded Goodfellas, an independent boutique advertising agency.

Despite his hectic schedule, Patrick finds time to sit on the advisory board of Temasek Polytechnic School of Design, a role he held since 1999. He’s is also a member of the polytechnic’s Board of Governors.

In addition to the polytechnic, he sits on the Design Council for the Institute of Technical Education and is the Vice President of the 4As.

Throughout his career, he was responsible for many notable and successful public service initiatives such as launching “Captains of Lives” for the Singapore Prisons Services in 1998 to reposition the prison from a place for punishment to a place for rehabilitation.

In 2008 and 2014, his problem gambling campaigns reminded Singaporeans on the perils of gambling addiction and in 2012, his campaign to encourage drinkers not to drive to drink was selected by the World Economic Forum as an example of Creative for Good.

In 2013, he helped Caritas Singapore highlight the plight of the poor in affluent Singapore, which encouraged a national debate on the growing income gap.

In spite of his love for creating ads, Pat would rather be chasing a football. After all, his proudest achievement wasn’t winning a One Show pencil, but playing football against Bobby Charlton, Geoff Hurst, Kevin Keegan and other soccer legends at the 1991 Singapore International Soccer Sevens.