In October 2009, Patrick Low and Benny Quek, both advertising veterans with more than 60 years of advertising experience between them, left their senior positions at Y&R to establish a shop that is completely opposite to those they had worked in.
That’s why, at Goodfellas, there are no big titles, no organizational charts and no big egos. Just fellas with big ideas, different skill sets and loads of experience. They believe that great advertising should win the hearts and minds of the people they are meant to reach, not awards judges.
Most of all, they strive to be partners with whomever they work with including clients and associates. Needless to say, at Goodfellas everyone’s called a partner.
Pat began his career in 1978 at Fortune Advertising, which was then Singapore’s largest local advertising agency. It was here where he refined his craft working on accounts like Mitsubishi cars, Ikea furniture and DBS bank.
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 won many awards for Carrier, BMW, and Shell at O&M.
In 1987, he moved to Y&R where he spent twenty-two 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 1998, he co-wrote the short film ‘OOPS’, which featured in the Sundance Film Festival.
In 2005, together with Neil French, Jim Aitchison, and Linda Locke, 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 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 ECD of 22 years, Pat founded Goodfellas.
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 repositioning the prison from a place for punishment to a place for rehabilitation.
In 2008 his gambling addiction campaign shed light on the perils of gambling addicts and a 2009 campaign encouraged drinkers not to drive to drink. All these campaigns have won the approval of award judges and most importantly the public.
Pat is a member of the Temasek Polytechnic Board of Governors and Chairman of its School of Design Advisory Council. He’s also the Co-Chairman of the Institute of Technical Education Design and Media Academic Advisory Committee.
When he isn’t creating ads, Pat would most probably be chasing a football. After all, his proudest achievement wasn’t winning a One Show pencil, but playing football against Bobby Charlton, Jeff Hurst, Kevin Keegan and other soccer legends at the 1991 Singapore International Soccer Sevens.
C K Guay
Prior to joining Goodfellas, CK was a Senior Art Director at Y&R with more than 16 years experience honing his skills on the agency’s blue chip accounts.
The likes of Citibank, OCBC, Singtel and M1 have all benefited from CK’s creative and unique touch.
In early 2011 he left Y&R to join Goodfellas as Creative Partner and has been working on all their key projects ever since.
His ads have bagged numerous awards at major award shows including Singapore Creative Circle,
New York Festivals and the prestigious Cannes Advertising Festival.
Besides being an excellent ad man, CK is also an accomplished marathoner.
Clients of Goodfellas would be pleased to know that he spends a good portion of his boundless energy creating memorable advertising on their behalf.
In spite of all these accolades, his proudest achievement was the Mediacorp Viewer’s Choice for problem gambling.
CK truly believes that a good ad is one that resonates with the target audience and not just award judges.