In October 2009, Patrick Low and Benny Quek, both advertising veterans with more than 60 years of advertising experience between them, left their senior positions at Y&R to establish a shop that is completely opposite to those they had worked in.
That’s why, at Goodfellas, there are no big titles, no organizational charts and no big egos. Just fellas with big ideas, different skill sets and loads of experience. They believe that great advertising should win the hearts and minds of the people they are meant to reach, not awards judges.
Most of all, they strive to be partners with whomever they work with including clients and associates. Needless to say, at Goodfellas everyone’s called a partner.
Patrick Low
Pat Low’s advertising journey began in 1978 at Fortune Ad, then Singapore’s largest local agency, where he cut his teeth on marquee brands like Mitsubishi, Ikea and DBS Bank.
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In 1981, he joined Ogilvy & Mather and became the first Singaporean to win a One Show award for a campaign on Philips. His creative streak continued with award-winning work for clients such as Carrier, BMW, and Shell.
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In 1987, Pat moved to Y&R, where he would spend the next 22 years shaping the agency’s creative output. He was behind many of Singapore’s most memorable campaigns for brands such as Toyota, Lexus, Ikea, SingTel, Epson, Ericsson, Citibank, OCBC Bank and the Singapore Tourism Board.
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In 1995, Pat became the first Singaporean to chair the Creative Circle Awards, paving the way for many others to follow.
A few years later, he co-wrote the short film OOPS, which was featured at the Sundance Film Festival. It was in public service communications where he made his mark.
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In 1998, he created Captains of Lives for the Singapore Prison Service, transforming the public’s perception of prisons from one of punishment to one of rehabilitation.
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His 2008 campaign spotlighted gambling addiction, while the World Economic Forumselected his 2012
anti-drink-driving initiative as a model of “Creative for Good.”
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In 2013, his work for Caritas Singapore sparked a national conversation on poverty and inequality in a prosperous nation.
In 2005, he was one of four creatives honoured as a Champion of the Creative Circle and was also featured in IDEAS, a book celebrating Singapore’s top creative directors.
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Over the years, Pat’s work has been recognised by every major international award show—The One Show, D&AD, Clio, New York Festivals, London International, Communication Arts and Cannes. He has also served as a juror at many of these events, including the Cannes Lions.
In 2007, he was voted Singapore’s Creative Director of the Year at the Advertising Hall of Fame Awards.
In 2009, after 22 years at Y&R, its longest-serving executive creative director, Pat founded Goodfellas. Beyond advertising, Pat has made extensive contributions to education. He served on the advisory council of Temasek Polytechnic’s School of Design (1999–2025; Chairman from 2003–2005), co-chaired ITE’s School of Design & Media (2019–2025), and was a member of Temasek Polytechnic’s Board of Governors (2015–2025).
In 2025, Pat received the Lifetime Achievement Award at the Advertising Hall of Fame Awards, recognising his lasting impact on the industry.
When not immersed in advertising, Pat is likely chasing a football. Among his proudest moments? Playing against legends like Bobby Charlton, Geoff Hurst and Kevin Keegan at the 1991 Singapore International Soccer Sevens.
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C K Guay
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Prior to joining Goodfellas, CK was a Senior Art Director at Y&R with more than 16 years experience honing his skills on the agency’s blue chip accounts.
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The likes of Citibank, OCBC, Singtel and M1 have all benefited from CK’s creative and unique touch.
In early 2011 he left Y&R to join Goodfellas as Creative Partner and has been working on all their key projects ever since.
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His ads have bagged numerous awards at major award shows including Singapore Creative Circle,
New York Festivals and the prestigious Cannes Advertising Festival.
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Besides being an excellent ad man, CK is also an accomplished marathoner.
Clients of Goodfellas would be pleased to know that he spends a good portion of his boundless energy creating memorable advertising on their behalf.
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In spite of all these accolades, his proudest achievement was the Mediacorp Viewer’s Choice for problem gambling.
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CK truly believes that a good ad is one that resonates with the target audience and not just award judges.
