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Bassam Abdel-Rahman
Managing Director, Singapore
72andSunny Singapore
Bassam Abdel-Rahman

Bass was born to Sudanese parents, in Italy, but went to an international school and then moved around London, LA, Singapore (twice) and Amsterdam. His constant desire to understand different cultures embodies the 72andSunny learner philosophy we bring to our creative work.

He started his career at TBWA\London with the launch of the PSP, PS3 and loads of software titles followed by 11 years working for international agencies such as BBH Asia Pacific,, and Media Arts Lab partnering with Nike, Google, British Airways and Apple.

Bass joined the 72andSunny Singapore team in September 2018 after spending two years as Global Group Brand Director at 72andSunny Amsterdam where he led the global adidas account and Samsung mobile. He played an integral role in the 2018 Adidas World Cup campaign, “Creativity is the Answer.”

Before joining 72andSunny Singapore Bass took a sabbatical trip to learn about Central and South American history. When he’s not in the office he’s on a plane checking out new destinations around the world.


Beta Stage
Truth, Lies, and the Art of Modern Brand Building
Marketing & Branding Track

This is a keynote session will be co-presented by 2 speakers. This talk would dive deep into the myths about brands, their relevance, the change in the landscape and environment they operate in: there is lots of jargon and we can help cut through and navigate it all to show you some truths about modern brands and how they can survive in this new world.