Founder of icology.io and giveabit.io

Black Lane CEO & Pata Board Member

Soon Hwa has over 30 years of extensive experience in the Asia-Pacific tourism and hospitality industry.

Currently, he is the Regional Director of (more details coming soon here, this page is under construction and needs review from upper management, please contact administrator for more details) Asia & Japan of Hertz International. Started the regional HQ in1993 in Singapore and built the business from scratch to be the regional market leader. He spent 3 years in Shanghai from 2007 to 2010 to oversee the China business.

Prior to Hertz, he was Regional Manager SE Asia for Air New Zealand, GM Marketing for Mansfield Travel and Deputy GM of Avis Singapore.

A BBA graduate of the National University of Singapore, he is also a Fellow of the Chartered Institute of Marketing UK and attended the Stanford Executive Program.

Presently serving as Chairman of the Pacific Asia Travel Association (PATA) Singapore Chapter as well as Member of the Industry Council. Served in many positions within PATA over the years. Recipient of PATA Award of Merit in 2008.

Jeremy Sampson graduated from Canterbury College of Art, England, now the University for the Creative Arts (UCA), in visual communication.

A career working between London and Johannesburg in marketing, advertising, graphic design, public relations, reputation management and branding. He founded and was the Executive Chairman of the Africa operations of the international branding group, Interbrand until he stepped down in October 2014. Winning numerous awards along the way in the UK, USA and South Africa and in 2010 being awarded the prestigious Financial Mail AdFocus Lifetime Achievement Award. During that period the company either won or was shortlisted more times than any other in its field in the Financial Mail AdFocus and Finweek AdReview awards.

A former President of South African Designers, formerly a Fellow of the Chartered Society of Designers UK, formerly a board member of the Institute of Directors of South Africa, a Fellow of the Royal Society of Arts (UK), member IPA (UK) and Visiting Professor at University of Cape Town Graduate School of Business and Visiting Professor Da Vinci Institute. He has presented papers and spoken in Cancun, Mexico (World Stock Exchanges), Geneva, Switzerland (WIPO), Istanbul, Turkey (Unilever), Dubai, UAE (Hyundai) as well as London, Accra, Nairobi, Windhoek, Harare, and numerous times locally.

Today he is a director of Brand Finance Africa (the London based global group in 30 countries) and in addition consults/mentors/advises, sits on boards/advisory panels, writes and speaks and is very active in the media, including hosting programmes for Classic fm. Apart from the worlds of reputation and brands and branding his interests include art and printmaking and the world of wine.