Established in 1989, Directions has discreetly advised on communications, public relations, and strategy for many of the world's leading luxury and fashion brands entering the Singapore market. In 2014, Directions merged with Bridge Cavenagh & Co, a leading lifestyle brand strategist and communications specialist, and Kitch Event Concepts, a maestro in private and exclusive luxury events. Together, the founders have more than 60 years of combined experience in shaping and communicating the unique visions of our clients.
Today, Directions Group Inc is an integrated communications agency with leading expertise in public relations, events, content creation and brand strategy. Directions represents an elite spectrum of clients in the fields of luxury, fashion, retail, beauty, lifestyle, hospitality, F&B, art and design. Through an integrated service offering, we help our clients stand out with business-oriented strategy, nuanced creativity, and cutting edge digital campaigns, building brand equity and awareness that is culturally relevant and enduring.
Tina Lee, Founder & Managing Partner
Communications and events veteran Tina Lee founded Directions in 1989. Since then, she has helped many brands establish, expand and develop their businesses in Singapore. With over 25 years of experience offering a full suite of services spanning public relations, media consultations, event planning, and branding, Tina is a true visionary who understands the interplay between luxury brands and their key audience, and leverages relationships with style leaders and tastemakers to amplify and build brands effectively.
Tay Liam Sze, Managing Partner, Communications
Liam Sze is credited for crafting the communications and public relations strategies for an elite list of leading luxury, lifestyle, watch and jewelry brands. A pioneer in luxury and lifestyle marketing communications, Liam Sze led the marketing team of Asia's premier watch specialist for a decade before branching out to start a boutique lifestyle branding and communications agency. In 2014, recognising the synergies and having collaborated on a multitude of projects together, she merged with Directions.
Kitch Lum, Managing Partner, Events
With close to 30 years of experience, Kitch is an experienced marketing and events management professional with a strong background in the luxury and society segment. Prior to joining Directions, Kitch led the circulation and promotions team for two leading society titles where she oversaw the creation of luxury events for the publications, and served as key liaison for the high net worth segment. Kitch's events are renowned for transforming ordinary spaces into exquisite and unexpected environments.