The director of Singapore-based Umami Collective is an advocate for underground music events and outside of the office runs festivals to provide money and support for charities across Southeast Asia
Anna Goulding is a PR guru heading up her own agency in Singapore, Umami Collective. For the past 15 years she’s split her time between the region and her birthplace of the UK to deliver communications for some of the biggest names in the industry. Along with a previous career in journalism and eye for creative storytelling Anna has a passion for purpose and spends her spare time pro-bono aiding charities, not-for-profits and social enterprises.
Get to know her better below.
Lifestyle
oPlace of birth: United Kingdom
oHometown: Singapore
oStaycation: Pointless! The rest of Southeast Asia is only a stone’s throw away from Singapore, so be it Bali, Thailand, Indonesia, we are spoiled rotten. Once borders reopen after Covid-19 that is!
oVacation: Tokyo, Japan – incredibly unique, crazy cool and never gets old. There’s simply too much to explore.
oPet: Three-year-old Cavalier King Charles Spaniel named Ralphie aka Captain Woof: Eater of business cards. He is also our office dog and chief emotional support officer – a very cheeky character.
oPlace of work: Umami Collective Pte Ltd, a small but perfectly-formed boutique PR agency, based in sunny Singapore. We support a wide range of clients across the Asia-Pacific region, helping to improve core perceptions and revenues through good honest creative communications.
oPlace of workout: The great (but extremely hot and sticky) Singapore outdoors.
oMode of transport: Bicycle, skateboard aka dog sled…
oBonus Travel Essential: A double-person hammock is perfect for enjoying hidden beaches in Asia.
Culture
oArtist: Jamie Hewlett, Android Jones
oMusic: Anything funky is good. I’m loving West Coast Bass at the moment, bringing together electronic glitch, hip hop, soul, funk vibes.
oSide-project: In my spare time I co-organise large festival-style not-for-profit art and music events in Singapore, providing a platform for local artists and raising money for local charities and relief efforts across the region.
oI also enjoy mixing music and playing festivals. Here’s a recent mix
oMusic video director: Die Antwoord make astonishing, dark and visually compelling videos which are definitely binge-worthy.
oFilm director: Loving everything from Taika Waititi at the moment!
oPhotographer: Annie Leibovitz
oFilm: The Boat that Rocked is an old favourite. More recently, I loved The Gentleman, Guy Ritchie’s new flick.
oSeries: The Morning Show is one of the best drama series I’ve seen in recent times. The new season of What We Do in the Shadows is also good fun.
oCommercial: Old but still brilliant.
oVideo Game: Retro arcade games + Elven Assassin in VR.
oBook: I just downloaded Grow by Jim Stengel to my Kindle, which explores the link between social purpose and success in business, so far, so good!
oPodcast: I really like listening to the Joe Rogan Experience for fun, topical discussions of the day.
oMusic Video: The Avalanches - 'Frontier Psychiatrist' is a classic
oNewspaper (off or online): Primarily digital. Being on top of the issues of the day is key to my work and having multiple sources will always give you the most comprehensive take.
oMagazine: Same as above.
Food and Drink
oBreakfast: Usually overnight oats with fruit, but when indulging it has to be a full English breakfast.
oRestaurant: Singapore-based Zazz Pizza – modest surroundings, but simply the best pizza in Singapore in my opinion
oCheap bite: Popiah (fresh spring rolls) – a Singapore specialty
oWorking lunch: Pulled Pork Burrito with corn chips
oSnack: Anything with hummus
oGuilty Pleasure: Crepes with Lyle’s Golden syrup
oBar: Arcade MTL – a video game bar I fell in love with, in Montreal, Canada.
oBooze: Dolly Parton cocktail (Cirka Sauvage Gin, rose syrup, lemon and bitters)
oNot Booze: Lemon, mint & black pepper cooler
Kit
oPhone: Samsung Galaxy Note
oComputer: Macbook Pro with external monitor + keyboard
oTV: A giant one left over from a big corporate event. I think it’s a Samsung
oHeadphones: Audio Technica
oCamera: Mainly my phone these days
oPersonal Soundsystem: Minirig – an awesome little Bristol-based company which produces amazing personal speakers that pack a serious punch. What’s more, you can daisy-chain them. I have four!
oPen / pencil: Swag pen usually...
oWhere you document an idea: Evernote
oClothing: Comfy & chic, thrift & vintage pieces, no fast fashion
oFootwear: Boots mainly
oApp: Waking up meditation app. I’m pretty rubbish at it, but I am persevering!
oDigital work tool: In love with my iPad Pro
oAnalogue work tool: A very large sketch pad + Sharpies
oMorning grooming / makeup essential: Black eyeliner