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Instinct with Lou Dela Pena
The only global creative network for women. 
! 
SheSays works to help women further their careers 
in creative industries through events, conferences, 
meetups & mentoring. 
! 
> Singapore chapter <
Instinct with Lou Dela Pena
Thank You 
Kitt Santos 
Photographer
Lizi Hamer, Storyteller at SapientNitro. 
London | USA | Australia | Singapore 
Meera Navaratnam, PR Guru at Grayling Asia. 
Wonderful thinker, brilliant mind.
Grace Clapham, Change Entrepreneur, Connector and 
Eco-System Builder. Connecting the dots. 
Cam Schu, Ecommerce Guru and Founding 
Team Member at online store luxola.com
SheSays Singapore! 
Hello 
Lou Dela Pena, CEO of Publicis Singapore. 
Instinct : 
Shaping your career 
Soap box & Networking 
Q&A
LOU DELA PENA 
Chief Executive Officer 
Publicis Singapore 
Lou Dela Pena, who has built a solid reputation as an integrated 
business leader among clients and peers, brings with her 17 
years of experience and an impressive track record in global 
brand management and new business. 
! 
Currently the CEO of Publicis Singapore, Dela Pena firmly 
believes in building success based on innovation, client 
obsession and entrepreneurship. 
! 
Before taking on the role of CEO Publicis in 2014, Dela Pena 
was General Manager at TBWAGroup for 10 years, overseeing 
the new business drive across all 7 disciplines of the 180 man 
shop. Besides winning the global Singapore Airlines pitch, Dela 
Pena is acknowledged for winning client pitches which included 
the regional appointment of Corona, the Economic Development 
Board, GlaxoSmithKline, Scoot, Mondelez, to name a few. 
Prior to joining TBWAGroup, Dela Pena was the International 
Business Director at Bates for Nokia, where she managed the 
brand across Asia Pacific. 
Before working in Singapore, Dela Pena was the Managing 
Director of Bates141 Philippines with 40 people in her team.
Instinct with Lou Dela Pena
in·stinct 
[in-stingkt] . noun$ 
1. an inborn pattern of activity or tendency to 
action common to a given biological species.$ 
2. a natural or innate impulse, inclination, or 
tendency.$ 
3. a natural aptitude or gift: an instinct for making 
money.$ 
4. natural intuitive power.
Fee 
l 
rather than 
know for sure 
#1
the intent, 
the situation, 
the opportunity, 
the outcome. 
Fee 
l
empathy 
#2 
goes a long, 
long way
#3 Nothing is bigger in the organization 
ortghaanni zthaeti o n itself
YOU DO NOT MERELY WANT 
TO BE CONSIDERED JUST THE 
BEST OF THE BEST. 
YOU WANT TO BE 
CONSIDERED THE ONLY ONE 
WHO DOES WHAT YOU DO. 
Jerry Garcia, Grateful Dead
Never sell 
without 
Your Instinct 
#5
When you ask creative people how 
they did something, they feel a little guilty 
because they didn’t really do it, 
they just saw something. 
Steve Jobs
#7 / Openness & vulnerability " 
Risk + Empathy + Preparation " 
= Real Opportunity
Be smart in 
identifying the best 
opportunities, 
on your own. 
! 
Never wait for 
someone to sell it 
to you . 
#8
#9 
Know when 
to change 
your mind. 
! 
Know when 
to walk away. 
, 
! 
Know when 
to quit in 
order to stay 
ahead.
#9 The greatest shortage in our 
society is an instinct to produce. 
! 
To create solutions and hustle 
them out the door. To touch the 
humanity inside and connect to 
the humans in the marketplace. 
Linchpin: Are You Indispensable?
the best one doesn't necessarily 
Nwoin, .the idea that wins is the one 
with the most fearless heretic 
behind it. ‘ 
In a battle between two ideas, 
Seth Godin, Tribes: We Need You
THANK YOU
Lou Dela Pena! 
CEO of Publicis Singapore. ! 
Q&A
Instinct with Lou Dela Pena
Networking tip #339 
Develop the habit of introducing people. Connecting 
like-minded people is a powerful way to enhance 
your network. The idea of doing this seems foreign 
to many people, but it is actually quite easy. Do you 
know two people who work in similar ways. Do they 
argue similar points? Don’t make it hard, just 
introduce the two of them by sharing their common 
interest. They can decide if they want to pursue the 
relationship further.
Instinct with Lou Dela Pena

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Instinct with Lou Dela Pena

  • 2. The only global creative network for women. ! SheSays works to help women further their careers in creative industries through events, conferences, meetups & mentoring. ! > Singapore chapter <
  • 4. Thank You Kitt Santos Photographer
  • 5. Lizi Hamer, Storyteller at SapientNitro. London | USA | Australia | Singapore Meera Navaratnam, PR Guru at Grayling Asia. Wonderful thinker, brilliant mind.
  • 6. Grace Clapham, Change Entrepreneur, Connector and Eco-System Builder. Connecting the dots. Cam Schu, Ecommerce Guru and Founding Team Member at online store luxola.com
  • 7. SheSays Singapore! Hello Lou Dela Pena, CEO of Publicis Singapore. Instinct : Shaping your career Soap box & Networking Q&A
  • 8. LOU DELA PENA Chief Executive Officer Publicis Singapore Lou Dela Pena, who has built a solid reputation as an integrated business leader among clients and peers, brings with her 17 years of experience and an impressive track record in global brand management and new business. ! Currently the CEO of Publicis Singapore, Dela Pena firmly believes in building success based on innovation, client obsession and entrepreneurship. ! Before taking on the role of CEO Publicis in 2014, Dela Pena was General Manager at TBWAGroup for 10 years, overseeing the new business drive across all 7 disciplines of the 180 man shop. Besides winning the global Singapore Airlines pitch, Dela Pena is acknowledged for winning client pitches which included the regional appointment of Corona, the Economic Development Board, GlaxoSmithKline, Scoot, Mondelez, to name a few. Prior to joining TBWAGroup, Dela Pena was the International Business Director at Bates for Nokia, where she managed the brand across Asia Pacific. Before working in Singapore, Dela Pena was the Managing Director of Bates141 Philippines with 40 people in her team.
  • 10. in·stinct [in-stingkt] . noun$ 1. an inborn pattern of activity or tendency to action common to a given biological species.$ 2. a natural or innate impulse, inclination, or tendency.$ 3. a natural aptitude or gift: an instinct for making money.$ 4. natural intuitive power.
  • 11. Fee l rather than know for sure #1
  • 12. the intent, the situation, the opportunity, the outcome. Fee l
  • 13. empathy #2 goes a long, long way
  • 14. #3 Nothing is bigger in the organization ortghaanni zthaeti o n itself
  • 15. YOU DO NOT MERELY WANT TO BE CONSIDERED JUST THE BEST OF THE BEST. YOU WANT TO BE CONSIDERED THE ONLY ONE WHO DOES WHAT YOU DO. Jerry Garcia, Grateful Dead
  • 16. Never sell without Your Instinct #5
  • 17. When you ask creative people how they did something, they feel a little guilty because they didn’t really do it, they just saw something. Steve Jobs
  • 18. #7 / Openness & vulnerability " Risk + Empathy + Preparation " = Real Opportunity
  • 19. Be smart in identifying the best opportunities, on your own. ! Never wait for someone to sell it to you . #8
  • 20. #9 Know when to change your mind. ! Know when to walk away. , ! Know when to quit in order to stay ahead.
  • 21. #9 The greatest shortage in our society is an instinct to produce. ! To create solutions and hustle them out the door. To touch the humanity inside and connect to the humans in the marketplace. Linchpin: Are You Indispensable?
  • 22. the best one doesn't necessarily Nwoin, .the idea that wins is the one with the most fearless heretic behind it. ‘ In a battle between two ideas, Seth Godin, Tribes: We Need You
  • 24. Lou Dela Pena! CEO of Publicis Singapore. ! Q&A
  • 26. Networking tip #339 Develop the habit of introducing people. Connecting like-minded people is a powerful way to enhance your network. The idea of doing this seems foreign to many people, but it is actually quite easy. Do you know two people who work in similar ways. Do they argue similar points? Don’t make it hard, just introduce the two of them by sharing their common interest. They can decide if they want to pursue the relationship further.