“Business, like life, is all about how you make people feel. It’s that simple, and it’s that hard.”
Oh, hello there.
bydanieleng is a one-man, publicist-copywriter-marketer brand by—wait for it—Daniel Eng. When it comes to media relations, he cringes at industry clichés like storytelling but comes up with gobbledegook like selling your story. As a writer, he overuses hyphens—and em dashes—and is still trying to figure out en dashes. His constant need to refer to himself in the third person is a by-product of years of neglect in establishing a sense of worth – which can easily be chalked up to “an Asian thing”. So before this gets real dark…
He's Daniel Eng
Daniel is a freelance copywriter and publicist for hire with a marketing-driven mentality and a keen understanding of today’s fragmented media landscape. He’s spent the last decade traversing the realms of hospitality, food and beverage, arts and culture, luxury and lifestyle industries across both in-house and agency roles, where he groomed a 360° expertise in strategic communications, content creation, influencer engagement, strong media relations and the subtle art of painless media tastings that have resulted in effective, memorable campaigns for local and regional lifestyle companies.
bydanieleng was first set up in 2015—at the end of a three-year marketing tenure at The Lo & Behold Group—to provide freelance copywriting services for brands who needed help crafting creative copy and engaging content. In a bid to stretch his creative muscles, Daniel ended up taking on jobs of all nature and writing about anything under the sun—from how to pick wall laminates to the inner workings of a post-production studio, brochures for organic skincare brands to press packs for underground techno clubs, playground reviews (true story) of all shapes and sizes to website makeovers for a homegrown furniture label, a heartland bakery and a soft skills training provider—before the itch to do more with words couldn’t be ignored any longe. Daniel scratched his way back into the working world of the nine to five, quietly closing this chapter of bydanieleng.
Re-entering the workforce by diving headfirst into the word of public relations with zero prior experience was just the jolt he needed; and in three years, two agencies, 48 clients, and a sudden influx of “dear media friends” later, Daniel found himself developing a knack for digging out the stories that matter and dishing them up hot.
He fell in love with the idea that he could help people and brands with stories who deserved to be told, get told. Coming from a background in hospitality also instilled a genuine desire to go out of his way to help journalists get what they needed, winning many of them over along the way. Yet at the same time, he also found him himself worn out by having to put up with the bureaucracy of agency life, being in the epicentre of unrealistic demands, and having to conform to the unspoken rules of the nine to five.
Hence, in a swift, mutually amicable conscious uncoupling with his last agency in June 2019, Daniel blew dust off the lid of the proverbial (drop)box and the new and improved bydanieleng was reinstated as a one-man publicist-copywriter-marketer brand – working with clients he can get behind, throwing away the god awful PR handbook of how things should be done, and having the freedom to say what needs to be said and do what needs to be done. No red tape, no managing up or down, and most importantly, no crazy ex bosses.
Just finding inventive, new ways to tell and sell the stories that were dying to be told.
A great PR campaign doesn’t exist in silo, and should work in tandem with your marketing plan to support the bigger picture – your business goals. A good piece of coverage includes all your key messages and a call-to-action. A great piece of coverage gives the audience a cause or person they can get behind. Traditional PR KPIs an indicator of progress, not success. If you can get behind everything I just said, let’s chat.
Copywriting isn’t about how big are the words you use, or how accurately does one use the semicolon. It’s about finding a written voice for the brand that is engaging enough to attract attention, relatable enough to echo in the reader’s head, and inspiring enough to convert a prospect to a customer. I do well with catchy, tongue-in-cheek copy but if you’ve read my bio you’ll come to realise that thanks to Google, I can write about pretty much anything.
Coming into social media professionally at the advent of Facebook business pages might make me a dinosaur in today’s Snapchat-filtered age, but it also means I’ve witnessed the influence and power engaging, quality content has over a captive audience—more than that tedious flatlay—and how little numbers mean when it boils down to conversion. If that’s more your speed—and I admit it’s not for every type of brand—drop me an email and let’s pick brains.
“The purpose of a storyteller is not to tell you how to think, but to give you questions to think upon.”
Daniel the Publicist
As a publicist, Daniel has helped establish the profiles of leading hospitality brands and personalities including award-winning restaurant bar Tippling Club by chef Ryan Clift, multi-concept lifestyle destination 1-Altitude, cultural-culinary concepts Telok Ayer Arts Club and SPRMRKT and their roster of inspiring artists; and local urban farming food project Open Farm Community by entrepreneur Cynthia Chua (Spa Esprit Group), to name a few.
He’s spearheaded several successful restaurant and bar openings in recent years that rose above the chatter of Singapore’s dynamic dining scene, including cocktail and live music bar Idlewild; healthful modern Chinese restaurant-bar Yellow Pot; the first hotel restaurant bytze char innovators New Ubin Zhongshan Park; and Maduro, the hottest haunt for live jazz in town. He’s also breathed new life into old venues by guiding modern chophouse The Black Swan into a new minimal-waste era led by two talented female kitchen and bar leads; giving the new Kilo Kitchen the warm welcome it deserves in its new Duxton Road location; and re-introducing handmade pasta and wine joint Bar Cicheti to the right media and made them fall in love with the chef-owner who’s never stepped foot into Italy.
Beyond food and beverage, Daniel has also launched successful openings and campaigns for hotels in Singapore—from luxury heritage hotel Six Senses Duxton to lifestyle design hotel M Social Singapore—as well as amplified trade presence in Southeast Asia for global hotel giants such as Dream Hotel Group and Millennium Hotels and Resorts.
In the business of travel, he has worked with bespoke travel planner Amala Destinations, Finland’s flag carrier Finnair, new-to-market luxury travel trade show Further East, and Visit Monaco in Southeast Asia
Daniel the Copywriter
A firm believer of having a story and telling it right, Daniel has helped brands develop compelling narratives and branded content through creative copywriting and social media management.
During his three year tenure in The Lo & Behold Group, part of Daniel’s portfolio was to take lead on group-wide social media efforts—churning out content calendars across six brands Loof, The White Rabbit, OverEasy, Tanjong Beach Club, Extra Virgin Pizza and The Black Swan; including guiding their transition from community Groups to business Pages, followed by launching their respective Instagram accounts—as well as creative copywriting for the group’s oft quirky and tongue-in-cheek marketing collaterals and electronic mailers.
In his last agency, Daniel was part of the team appointed to plan and execute the opening social media strategy and content calendar of Straits Clan in its first six months of opening.
As a freelance copywriter, his professional portfolio spans various industries; crafting copy for both print and online touch points for brands such as heritage luxury hotel InterContinental Singapore, homegrown furniture label Scene Shang, lifestyle footwear brand Converse, boutique music agency The Council, and organic luxury beauty brand FrankSkincare, whose physical commune Ode to Organics was a by-product of a slogan exercise .
Daniel has also created custom content designed to help brands covert prospects into customers such as contemporary laminates providers Jennings, state-of-the-art post production house Mocha Chai Laboratories, and world-famous multivitamins brand Centrum.