Eugene Cheong failed spectacularly through school, managing even to fail English at O-Level (i.e. the Singapore-Cambridge General Certificate of Education Ordinary Level). He went on to win a national poetry prize, become Asia’s most awarded advertising creative and enshrine himself in the D&AD Copy Book as one of the world’s 50 best copywriters. Eugene is the legendary former Chief Creative Officer of Ogilvy Asia Pacific and, for about five minutes, DDB Asia. He is the author of Cowards Don’t Go to Heaven, published in 2026.