Life at IPOS

We were there at the birth of IPOS International. Like an expectant – pun intended – parent awaiting and planning for the birth of their child. However, nothing could prepare us for the actual whirlwind of activities this new beginning would entail!

From conceptualising a strong brand identity to creating reams of brand new messaging and marketing material, building an entirely new website from scratch, consolidating over ten separate social media profiles, and preparing to launch our brand with a big bang by a Minister, a Chairman, and a Chief Executive at IP Week – the lead up to and first “full month” of IPOS International definitely saw the team running on creative (and caffeine) overdrive.

Beyond creating stunning designs, videos and engaging copy, a lot of the work we do happens behind the scenes. Things like coordinating and working with multiple stakeholders at all times, developing new marketing and communication processes and SOPs, continually creating different types of content from presentations decks to videos and webinar campaigns are only scratching the surface. Little by little, these tasks add up and take up to a significant chunk of our team’s time and effort. This project management aspect of our job is vital in ensuring effective and efficient delivery of the marketing and communications projects increasing the success of our campaigns.

While our job can be challenging at times, (read: running on tight deadlines, messaging lost in translation), it does have its perks. We’re empowered to create a brand loved by all inside and out, and given the creative room to constantly shape and reshape the brand experience for everyone. One year later, the experience of our rebranding remains fresh in our minds, and we’re continually working to solidify IPOS International as a brand to be reckoned with. Following its birth, we’ve now taken on the role as its custodian and nurturer, and witnessing its growth from its days of infancy – from broad strokes on paper, to a full-fledged brand dedicated to helping enterprises grow – makes us feel all warm and fuzzy inside like a proud parent.

As the proverb goes, it takes a village to raise a child and the kampong spirit is vibrant and alive across IPOS International. At the end of the day, it’s teamwork that makes growth happen. To quote Michael Jordan, “Talent wins games, but teamwork and intelligence win championships.” Beyond the satisfaction of a job well done, what makes our work rewarding and fun are the people we get to do it with – our own Branding and Communications team, along with the various business units.

And the people we do it for makes it extra meaningful. One year on, we are heartened that the content and initiatives we create on a daily basis go towards helping enterprises and individuals grow with their intangible assets. We admire the ingenuity of business leaders and recognise their `growing pains’ in the innovation process. This inbuilt DNA to stay fierce, resilient, and risk-taking in the most challenging environments is what inspires us to keep going and growing.

Innovative Culture

I vividly remember lying on my hospital bed (as I was recovering from back surgery for a relapsed slipped disc caused by a sneeze, a long story for another time) when I had my first interaction with innovation from IPOS. I was poring over IPOS’s website, trying desperately to learn what I could as I prepared for my upcoming job interview at IPOS (I know what you are thinking… yes, I must have made quite the impression turning up in a suit and on crutches) for the position of Trademark Examiner when I came across an automated tool developed by IPOS. It was developed using macros in Excel to assist trademark agents to classify large batches of goods and services required as part of the trademark application process. As a tech-loving geek, I was thoroughly impressed with the capabilities and execution of the tool which sought to overcome the existing limitations in the online e-filing system at the time by thinking out of the box.

I was even more amazed to find out later that this tool was the result of a ground-up initiative by a fellow trademark examiner. This was made possible by a culture of innovation where we are given the latitude to dream and supported with ample resources to execute. Our new office is also designed with an open office concept to further facilitate this culture of collaboration and innovation.

Vision to drawing board to reality

“Someday, filing for trademarks should be as easy as shopping on Amazon.” – Daren Tang, IPOS Chief Executive

Fast forward a few years and I was given the opportunity to be part of a cross-departmental project team comprising colleagues with different fields of expertise including front-line customer managers, IT specialists and trademark examiners. We were tasked to explore our CE’s vision by assessing the technical feasibility of simplifying the trademark application process (which traditionally involves a lengthy form full of legal jargon) and designing a mobile app to ease the IP filing experience for our innovators and entrepreneurs.

It was my first experience designing a mobile app and I was surprised with how we literally started with the drawing board. In the initial phase, it was just the team surrounded by lots of colourful magic markers, construction paper and Post-It notes, which brought out the kid in me. We dreamt and imagined then drew each screen on paper. The “animation” of user interactions with the “app” were achieved by changing and moving the Post-It notes for different elements on the screen as we took videos. It was crude but effective and allowed us to quickly run through many design iterations as we refined the interface and user experience through user testing.

Today, I am proud to say that we have that made that vision a reality and launched our IPOS Go mobile app, but the team is still working hard to constantly refine the customer experience and introduce new features to empower businesses to turn their ideas into assets.

The Covid-19 pandemic was unexpected and caused fear, uncertainty and panic. Although we have always enjoyed the comforts of political and social stability as Singaporeans, we knew that we were facing something dire.

We had to very quickly adapt to new work arrangements, find best solutions for supporting our families and put on the hat of social responsibility overnight. It wasn’t easy. It's only now that we realise how much we take the comforts we have for granted.

I recall looking at our annual programme numbers and thinking that the IP Academy would have achieved new heights if not for the pandemic as we were well on our way to hitting a record number of participants for FY19. However, I will always remember a piece of advice someone once gave me - everything happens for a reason. When one window of opportunity closes, we are bound to find a new one that opens up to a brand-new view.

During the pandemic, Singapore as-a-whole faced much uncertainty and many businesses were affected. IPOS International had a wealth of knowledge on Intellectual Property and this was shared through seminars and courses. As an act of social responsibility, it was decided that we needed to do something for Singapore during this difficult period. Thus, a free online course was launched for businesses in Singapore that would help increase awareness of IP and help individuals and businesses build up their capabilities. This free course was run in partnership with the Singapore University of Social Sciences (SUSS) and has achieved about 3,000 sign-ups within 2.5 months.

One word clearly describes the success of this course - Teamwork. Without our management's astute guidance and help from colleagues in various departments such as Branding & Communications, Business Development, Corporate Services and the IP Academy, as well as various departments from IPOS such as Human Capital, it would not have been a success. We have received many emails from the public expressing their appreciation for this initiative and this would not have been possible without the teamwork and camaraderie that existed within the IPOS Family.

“Alone we can do so little; together we can do so much.” – Helen Keller

The spirit of IPOS and IPOS International is indeed strong and I believe that there is no storm strong enough that will derail any effort when the IPOS Family puts their hearts and minds to it.

We work hard together, and we play hard together.

IP Week @ SG 2019 was an eventful conference where steadfast friendship was once again forged amongst colleagues as well as attendees. As I sit at my home desk typing out this article, attempting to trace the timeline of how our organisation's annual flagship conference had metamorphosed from a physical event into a virtual, fully online event, it did not fail to impress upon me yet again, the vicissitude of life and man's fortitude.

It was but a mere three months ago in March, when it became fully evident to the IP Week organising committee (of which I am part) that the global Covid-19 situation would disrupt the well-oiled machinery we had in place to run the event. As we scrambled in our professional roles to mitigate the inconveniences caused to our stakeholders and partners with the change in event format, we had concertedly reorganised our home-space and our personal daily routines to adapt to the new work-from-home format. 

At this juncture, when I look back on what first appeared to me as a chaotic, haphazard patchwork of processes being cobbled in place by our team to handle the crisis, it comes as a surprise that what we had actually effected is in fact akin to an orchestral group performing improviso! It thus brings much delight to my heart, that I am part of a team that looks out for each other, complements one another's deficiencies, as well as accommodating our mutual idiosyncrasies.

It would be another two months before the actual event is held, but till then, kudos to the team for making it to the halfway mark. I am sure that together we will be able to make this a memorable event. 

Way to go, Team IPOS! 💪

Interested to find out more about IP Week, visit our website at www.ipweek2020.sg