New work for Coach:
”Wear Your Shine”

"Wear Your Sh

What we do

We believe that the power of creativity lays the foundation for every successful brand and enables them to more effectively and emotionally connect with their target audiences and ultimately produce stronger business results.

We work closely with brands, organizations, and individuals to help bring out their creative and strategic potential by sharpening their internal marketing skills, shaping their communication strategies, and ultimately elevating the creative output.

Every Mandai Loop client team is made up of a handpicked number of talent (from agencies or independent freelancers) from all over the world, coming together to solve the task at hand. With this dynamic way of assembling teams, Mandai Loop ensures clients get access to the people best equipped to solve the task while at the same time avoiding unnecessary head counts that are usually associated with traditional agency models.

The Mandai Loop Team

Susanna Fagring

Founder & Creative Strategist

Susanna is an agent of disruptive thinking. She loves challenging organizations to shape human cultures and simplified ways of working to achieve a powerful creative output.

With her 20+ years experience in the industry, she has extensive experience from both APAC and US markets and has helped many companies transform into globally awarded brands with significant business impact as a result. During her 17 years with creative powerhouse Forsman & Bodenfors she was awarded in Cannes Lions, Clio and Epica . In 2018 she moved to Singapore to set up Forsman & Bondenfors very first office outside Sweden and acted as CEO until December 2021. By that time the agency had grown into a successful business of 22 people. In 2020 she was shortlisted “CEO of the year” and “Entrepreneurship of the Year” in Campaign Asia’s Women Leading Change Awards.

In January 2022 she started Mandai Loop with the aim to offer the industry a more flexible and scalable set up with some of the best strategists and creatives in the world.

Camilla Westerlind

Head of Account and Project Lead

Camilla is an experienced Lead in Project Management and has a background in both advertising as well as many years in the fashion retail industry. At Monki, part of the H&M Group, Camilla executed strategic, tactical, and operational commercial plans to enhance the brand's offering across all markets and channels. While there, she led cross-functional teams, to optimize outcomes and improve the customer experience.

She has an international background by both growing up in South East Asia and then many years’ working with the Asian market. She strongly believes in teamwork, knowing that when people collaborate, great results follow. She's energetic, goal-focused, and has a knack for bringing a project to success.

Camilla started her career back in the late 90’s at Icon Media Lab, one of the frontrunners in the early days of the Internet industry. In advertising, Camilla is a well experienced Campaign Manager, devoted to guiding creative teams with clear instructions and processes. Taking a global campaign from idea all the way to completion, and making sure it connects with the audience. Driving growth while fostering teamwork is in her DNA and she’s an invaluable asset at both Mandai Loop and in any project or team she's part of.

Julia Blomquist

Creative Brand Strategist

During her 10 years as a strategist, Julia has created impactful and award-winning strategies for some of the world’s most renowned brands like IKEA, Zalando, Häagen-Dazs, Electrolux and P&G. She strives to create strategies that generate effective, purpose-driven and inclusive work for her clients.

For the past years Julia has been working at Forsman & Bodenfors across both the Stockholm and Singapore offices. She’s led the strategic development for key clients, a member of the Singapore leadership team and a key player in developing F&Bs offer and positioning in APAC. 

She is a strong advocate and believer in collaboration and inclusion and has spoken about the impact of workplace culture on the strategic and creative process at international stages like D&AD and ADC. 

Julia has written several effectiveness studies for clients that has been published in WARC and other marketing intelligence platforms, she's been named the second most awarded strategist in the world by the World Creative rankings and has received over 130 international awards including Cannes Lions, D&AD, WARC and Effies

Carl Henrik Wrethman

Creative Cultural Strategist

Carl is an advertising creative (Art Director) turned strategist, with a curious mind and a special interest in cultural insights, brands and creative campaigns. Since graduation from Beckmans School of Design he’s gathered experience from both the agency and client side, with a never ending curiosity the new marketing challenges. Always with a deep-rooted interest in subcultures, in e.g. wine, food, fashion, film, streetwear, music, sports and art.

A background in both advertising, social media and fashion retail makes him our very own Swiss Army Knife. Most recently, he ran the insight studio Freak Factory at Nord DDB, the largest ad agency in the Nordics, developing the Cultural Insight offer as a separate unit within the Strategy Department and creating the agency’s first trend report named “Freak Factory Report #1 - The Average is Dead”. In parallel with this, he also led their social media team as Head of Content & Community.

Carl has experience of working with global brands like Spotify, McDonald’s, Samsung, Volkswagen, Deutsche Telekom, Nike, adidas and Bacardi Breezer, and has been awarded with both Guldägg, and silver, and bronze at the Cannes Lions. As a bonus, he’s also a graduate sommelier with a heavy interest in the natural wine movement and an avid fan of the NFL.

The Mandai Loop Story

Residing in Singapore for the last 4 years, the founder of Mandai Loop, Susanna Fagring, found her sanctuary and inspiration in riding her bike around Singapore's incredible nature. Her favorite biking stretch is called Mandai Loop and it was during one of the rides on this specific stretch that her idea of offering the creative industry something different started to grow.

A year later, Susanna has collected a network of some of the sharpest strategic and creative minds who are working together to bring a more flexible and lean approach to solving marketing challenges for brands,
individuals and organizations.


mandai loop campaign asia


Wear Your Shine

The new global campaign for Coach, made together with creative agency APE_CC, is here!

With an international cast that includes Dove Cameron, Lil Buck, Youngji Lee, and Yanfei Song we crafted an ode to pure, unabashed self-confidence, to remind everyone that only you get to define you.

Read more here

mandai loop lil nas X in my tabby


In My Tabby

Our second campaign for Coach, bringing to life their purpose Courage To Be Real, is finally live!

In close collaboration with creative agency Save-Our-Souls and with a star-studded cast we put an emotional spin on the superficial "what's in my bag" phenomenon under the campaign message "What we carry makes us stronger".

Read more here

Mandai Loop Tatcha live present


Live present

Live Present reminds us all to take a moment to savor the small moments that can get overlooked in our busy everyday lives.

In close collaboration with the Tatcha team ML developed a brand platform and strategy resulting in the campaign and “Live Present”.

Read more here

Mandai Loop Coach Courage to be real


COACH ft Lil Nas X Courage To Be Real

Courage To Be Real tells the authentic story of Lil Nas X journey through his life and the obstacles he's faced on the way.

The ML team was responsible for the strategy behind the campaign as well as a key member in developing the idea and roll-out.

Read more here


Strategic and creative partners since February 2022.

The ML team has developed a new brand platform and communication strategy and assisted in launching several campaigns across 2022-2023.

The ML team developed a new brand platform and communication strategy together with the Tatcha team in early Spring 2022.

First global campaign launched in October 2022.

The ML team are strategic partners to the Sulwhasoo brand.


For general and business enquiries or if you're an agency or freelancer who is interested in collaborating with us: