Lux Eterna sets up in Singapore

Aiming to champion Asia’s challenger brands, the consultancy is headed up by managing partners Mário Braz de Matos and David Shaw, with capabilities across Asia and EMEA.

Braz de Matos’ experience spans a decade with Unilever across different continents, in local and regional jobs, consumer as well as B2B. Subsequently he joined Nokia, to start the Middle East & Africa marketing team, responsible for a $6 billion business, covering over 60 countries.

Shaw has close to 30 years' work experience as an advertising copywriter and creative director (with top-tier agencies in Singapore and Canada); as a client marketer and regional brand/marketing communications leader with HP and Lenovo; and as a brand and marketing consultant.

The challenger methodology was originally developed by Adam Morgan who founded British consultancy eatbigfish in the late 1990’s, and applied to companies like Google, Visa, Heineken, Audi and Ikea. Lux Eterna has a strategic partnership with eatbigfish, and is the only consultancy licensed to deploy their proprietary tools in Asia.

“Being a challenger is a state of mind – not a state of market,” said Braz de Matos. “We’re looking to help companies combine challenger thinking with marketing capability development.”

Adding that “This is the Asia Pacific century,” Shaw said, “This is our time. We’re poised to help audacious clients develop a challenger mindset that will enable them to punch above their weight and succeed in the global arena.”