Tricia ting lee
Tricia has a knack for helping to transform companies into brands. Before Crispin Porter became known by its cooler single-moniker "Crispin," Tricia was there launching the BMW MINI in the US and winning Cannes Lions for Truth. Before StrawberryFrog became known simply as "The Frog," she was there leading the small business division of the Microsoft account. Yes, Tricia's resume reads like a "Best Agencies" report card. And yes, her award shelf is full of Lions, Pencils, Bowls and other statues. But the bigger story about Tricia is that she is a rare combination of artist & art director, of creativity & business. In fact, Tricia has illustrated children's books, co-founded a bakery with her husband and has helped lead start-ups. So while her credentials alone are enough to make any advertising agency – or advertiser, for that matter – knock on her door, the reality of Tricia Ting is so much more than that. Meet her once, and we think you'll agree.
EXPERIENCE
VIEWSONIC Taipei, Taiwan (2018 - Present)
Global Creative & Marketing Director
Drove the strategic transformation of ViewSonic from a device-centric company to a comprehensive visual solutions provider by leading the marketing and creative team. Collaborated closely with our Segment teams, and Business Units to conceptualize, plan, and execute initiatives tailored for education, workspace, and entertainment solutions.
Recognition:
SHORTY AWARDS – B2B Shortlisted, 2021 – Here’s to Learning (Education)
THE DRUM AWARDS FOR DIGITAL ADVERTISING APAC – Best Branding Campaign: Winner, 2022 – United by Play (Gaming)
THE DRUM AWARDS FOR DIGITAL ADVERTISING APAC– Most Effective Programmatic Partnership: Highly Commended, 2022 – United by Play (Gaming)
THE DRUM AWARDS FOR DIGITAL INDUSTRIES – Most Effective Digital Media Strategy: Winner, 2022 – United by Play (Gaming)
THE DRUM AWARDS FOR DIGITAL INDUSTRIES – Music, Entertainment, Gaming, and E-Sports: Highly Commended, 2022 – United by Play (Gaming)
THE DRUM AWARDS FOR DIGITAL INDUSTRIES – Most Effective Integrated Marketing Campaign: Finalist, 2022 – United by Play (Gaming)
INNOCEAN Huntington Beach, CA ( 2012 - 2018)
Creative Director (New Business Team)
Oversaw and managed a creative team of up to 15 creatives during new business pitches, effectively coordinating their daily workload for existing clients. Collaborated closely with project managers to ensure timely project completion. Played a pivotal role in pitching and presenting new work to clients, contributing to the development of marketing and communication strategies across various channels and platforms.
Clients: Hyundai, Champion Auto Parts, Finish Line, VANS, NRG, See's Candies, Foot Joy, Alpina Yogurt
Recognition:
GRAPHIS – Silver, 2013 - Eat Cake Cafe
GRAPHIS – 2014 - Wrap Party on 5th / Shag Painting
ONE SHOW– Merit Award, 2014 - VANS
ADDYs – Gold, Silver & Bronze, 2014 - NRG
ADDYs – Gold, 2017 - Champion Auto Parts
ANDY AWARDS – Bronze, 2017 - Champion Auto Parts
GRAPHIS – Silver, 2017 - Champion Auto Parts
LONDON INTERNATIONAL AWARDS – Bronze, 2017 - Champion Auto Parts
WEBBY AWARDS – Honoree / Best Use of Native Advertising, 2018 - Finish Line
COMMUNICATIONS ART – Packaging redesign, 2018 - Champion Auto Parts
ADDYs – Bronze, 2018 - Finish Line
CLIOS – Film Technique (editing), Shortlist CLIO award, 2018 - Champion Auto Parts
TREE CONCEPT, Inc. Los Angeles, CA ( 2006 - 2012 )
Freelance Creative Director/Art Director
Throughout my six-year freelance tenure, I engaged with numerous clients across various agencies. This period coincided with the emergence of digital platforms, affording me the opportunity to delve into diverse media channels and craft compelling content as a creative professional.
Clients: Infiniti, VW, Acura, Lexus, DirectTV, NFL/Visa, Dr. Pepper, Microsoft, Blue Cross Blue Shield, POMWonderful, Fiji Water, Mandalay Bay Aquarium, Cisco Systems
Agencies: Chiat LA, Deutsch LA, DDB LA, Rubin Postaer & Associates, RP&, Razorfish (Portland), Fire Station, Ogilvy LA, Team One, and Publicis (Seattle)
Children’s Book Illustrator – During my tenure as a stay-at-home mom, I illustrated children's books, namely "Beautiful," "Valiant," and "The Land Where Dreams Come True." These projects were undertaken as charitable endeavors, with all proceeds directed towards harvesthome.org. This organization is dedicated to rescuing women and children from abuse and sex trafficking, facilitating their rehabilitation through transformative encounters with God and various healing ministries.
Eat Cake Cafe / Co-Founder – Co-founded and launched a bakery with my husband with a focus on providing healthier baked goods to individuals with an appreciation for cafe culture. Spearheaded the development of the Eat Cake brand, ensuring its visual appeal, conceptual richness, and seamless integration across all consumer touchpoints. Additionally, organized community-focused events such as art shows and performances to support and give back to the local community.
MATCHA MATCHA Teas / ECD & Founding Partner – Played a pivotal role in the launch of MATCHA MATCHA, a new brand of green teas from Japan, into the US market. Serving as the Executive Creative Director and one of the founding partners, led the oversight and management of branding and design across various touchpoints, including packaging, design, exhibitions, and online executions. Successfully secured placement of our teas in prominent natural and organic supermarkets, including Whole Foods, Bristol Farms, and Mother’s Market.
TellOn.Me / ECD & Partner – Contributed to the creation and launch of a new philanthropic, socially-conscious app. Played an integral role in implementing a donation mechanism where a contribution is automatically made to the charity of the user's choice with every garment purchase. Collaborated closely with a multidisciplinary team, including the founder, UX developers, a writer, and a fashion designer. Held responsibility for overseeing all aspects of branding and design for the app, along with providing social media support.
STRAWBERRY FROG New York, NY (2005 - 2006)
Associate Creative Director
Joined Strawberry Frog, a dynamic agency based in Amsterdam, during its expansion into New York City. Appointed to contribute to the growth of the New York office, collaborating closely with the Creative Director and the founder, with a primary focus on new business initiatives. Engaged in advancing the agency's mission of creating cultural movements through innovative approaches in non-traditional advertising and public relations.
Clients: Heineken, Mega Bloks, Microsoft Small Business, IKEA
Recognition:
COMMUNICATIONS ART – The Anti-shirt TV spot (Technology/Content/TV), 2006 - Microsoft Small Business
Crispin Porter + Bogusky Miami, FL (2004 - 2005)
Senior Art Director
Served as a Senior Art Director at Crispin, a highly renowned advertising agency that garnered significant national attention. Played a key role during the agency's impactful initiatives, including the successful launch of MINI in the US, strategic campaigns positioning Burger King against McDonald’s, and pioneering the Anti-Tobacco Truth movement. Collaborated closely with the Group Creative Director to generate innovative, out-of-the-box ideas and worked in tandem with strategic brand planners to ensure effective execution.
Clients: Truth (Anti-Tobacco), Mini, Bell Helmets, Virgin Atlantic, Earthlink
Recognition:
ONE SHOW – Integrated Campaign, Bronze, 2005 - Truth
CLIOS – Silver, 2005 - Truth
ART DIRECTORS CLUB – Gold Cube, 2005 - Truth
CANNES – Silver Lion, 2005 - Truth
HATCH AWARD – Silver, 2005 - Truth
COMMUNICATIONS ART – TV Commercial, 2005 - Truth
OBIES – Silver, 2006 - MINI
ANDY AWARDS – Silver (Interactive), 2006 - MINI
COMMUNICATIONS ART – Roof Studio Digital, 2006 - Mini
Young & Rubicam Irvine, CA (2002 - 2004)
Senior Art Director
Joined Y&R, a prominent global advertising conglomerate with numerous locations worldwide, based in the Orange County office in Southern California. Played a pivotal role in the growth of the agency following its acquisition of Land Rover and Jaguar. Tasked with developing traditional film and print campaigns to enhance the visibility and success of both automotive brands. Benefited from mentorship by distinguished Group Creative Directors, contributing to my professional development under the guidance of some of the industry's top talents.
Clients: Land Rover, Jaguar, and Orange County Pacific Symphony.
Recognition:
ADDYs – Best of Show, 2002 - Land Rover
COMMUNICATION ARTS – 2004 -Jaguar
ARCHIVE – 2005 -Jaguar
David & Goliath LA, CA (2001 - 2002)
Art Director
Was hired to contribute to the pitch for Universal Orlando Resorts, resulting in a successful win. Collaborated with a partner to develop and execute a high-impact TV spot that aired during the Super Bowl.
Clients: Universal Orlando Resort, KIA
Leagas Delaney San Francisco, CA (1997 - 2001)
Art Director
Commenced my professional journey with Leagas Delaney, an independent and integrated global creative agency. Hired immediately after graduating, I gained valuable experience working on diverse projects for Adidas across various sports categories.
Clients: Adidas skateboarding, tennis, soccer, basketball, and golf.
Recognition:
ADDYs – Silver, 1999 - Adidas
EDUCATION
Art Center College of Design Pasadena, CA
BFA in Advertising, 1997
Recognition:
LOS ANGELES CREATIVE CLUB – Best of Show, 1996 - Pittsburgh Paints
INTERNATIONAL AUDI DESIGN AWARD – First Place, 1997 - Visual Voice
STUDIO MAGAZINE – Silver, 1997 - Visual Voice
I.D. MAGAZINE – 1998 - Visual Voice
Smith College Northampton, MA
BA in East Asian Studies/Studio Art, 1993
Activities: Varsity Tennis & Varsity Volleyball
Rhode Island School of Design Providence, RI
Graphic Design, 1990 - 1991
Brown University Providence, RI
Japanese Studies, 1990 - 1991
LANGUAGES
Taiwanese Semi-fluent
Mandarin Conversational