Uprising: From Theatre to Trendsetting, with Geraldine Ho

Something is happening in Singapore’s advertising scene – Geraldine Ho is making a name for herself.

Currently a copywriter at We Are Social Singapore, Geraldine’s path into the industry is anything but conventional. With a background in theatre, she’s taken her flair for storytelling from the stage to the boardroom, and in doing so, she’s become a rising star in the industry.

“I spent a year at a tea company, trying to find my way after leaving theatre,” Geraldine says.

“I was the assistant brand manager — basically, the in-house marketer and copywriter — and guess which role made me happier?”

While her discovery was clear, her jump to advertising was more serendipitous.

“My brother works in advertising, and during a career crossroads, he casually mentioned, ‘You know you can make money writing, right?’ That was the nudge I needed, and I’ve never looked back — or forgiven myself for not finding this gem earlier.”

When it comes to crafting compelling campaigns, Geraldine’s process is far from what one might expect of a ‘natural writer’.

“I wish I could say I just open my laptop and the words flow,” she says. “But really, it’s a lot of research, note-taking, more research, and more note-taking. Rinse and repeat.”

For Geraldine, it’s all about immersing herself in the brand’s world — whether that means diving into existing content or even slipping into character to practise a brand’s specific tone of voice.

“I once had a mediaeval phase at home. What brand this was for is up to your imagination,” she says.

Her first big project was the Singapore Bicentennial campaign — a whirlwind introduction to the full spectrum of copywriting.

“It was my virgin campaign, and I was thrown into the deep end — social channels, banner ads, OOH, web apps, you name it,” she says. “I was half-drowning, but I had an amazing associate creative director who kept me afloat. I’m super grateful for that experience.”

Not one to shy away from a challenge, Geraldine took on Project Luna, an AI-powered brand agent, at We Are Social.

“The number of hats I had to wear!” she explains. “I was a copywriter, character designer, AI prompt engineer, visual merchandiser, and UX designer all rolled into one. It was tough, but knowing that Luna could evolve and make a real impact in the social media landscape motivated us all.”

Her early success, particularly in award-winning teams, has shaped Geraldine’s meticulous approach to her craft. “Being part of those teams taught me to be ultra-pedantic in my writing, but also to stay curious and keep my ears to the ground,” she says.

This attention to detail and cultural insight came to the fore during an International Women’s Day campaign themed #BreaktheBias, where her understanding of AI biases led to a campaign that was both timely and thought-provoking.

“It was a personal win for me — it felt like we were making a difference.”

HBO Asia holds a special place in her heart of all the brand worlds she's explored. Working on House of the Dragon content introduced her to the world of stans and fandoms.

“I used to have an aversion to mediaeval fantasy, but now, after diving into that world, I feel like I’ve expanded my creative palette. It’s like appreciating vegetables when you’re older — you start to see the depth and nuance.”

At We Are Social, Geraldine’s role has expanded, pushing her beyond the confines of traditional copywriting. Projects like Luna have taught her the importance of getting her hands dirty and being involved in all aspects of a project.

“Being a creative isn’t just about having ideas — it’s about making sure those ideas come to life in the best way possible,” she asserts.

Looking ahead, Geraldine is laser-focused on growth. She aims to lead a team and work on campaigns that are not just innovative but also culturally impactful. Her advice to those starting out in copywriting?

“Quantity first, then quality,” she says. “Let your ideas run wild before you start ticking off the boxes in the brief.”

Geraldine Ho’s journey from theatre to advertising is a testament to her adaptability, creativity, and work ethic. With a sharp eye for cultural trends, a methodical approach to her craft, and a genuine passion for storytelling, she is undoubtedly a rising star in the Singaporean advertising world.