Ben Crawford

Collaborator
DISC Type : si

Co-Founder - Chief Commercial Officer at Brainwaves

Singapore

Overview

Ben Crawford is the Co-Founder and Chief Commercial Officer of Brainwaves, a strategic AI platform. With extensive experience leading media organizations in APAC, including as CEO of UM Greater China, he is a visionary advertising executive. He holds a Bachelor of Communications from The University of Waikato and is described as having a thorough grasp of the media market.


After a successful corporate career, he co-founded a startup to solve what he calls the marketing industrys "strategy bottleneck, " believing that in an age of cheap execution, strategy is priceless.

Personality Overview

Example Driven

Fair-minded

Appreciative

They are more likely to go for proven solutions.  Unlike D or C types, they are calm as well as friendly and can give the impression of being more receptive than they actually are. Win-win scenarios can appeal strongly to them.

Topics They Care About

Ad-Tech Innovation
He co-founded Brainwaves, an AI platform designed to fix the "strategy bottleneck" in marketing by helping teams get to insights and bold ideas faster.
Marketing Strategy
He frequently emphasizes its importance, stating that in a world where execution is cheap, "strategy is priceless"—the core philosophy behind his new venture.
Future of Advertising
He comments on the current chaotic state of advertising and warns against generic "AI slop, " advocating for AI to improve upstream strategic thinking, not just execution.

Media Appearances

BRAINWAVES with Ben – Podcast on Apple Podcasts. Featured in Apple Podcasts

See Now

Work History

5-2025
Co-Founder - Chief Commercial Officer at Brainwaves
2-2024 - 3-2025
C.E.O - Greater China at UM APAC
4-2021 - 3-2024
Chief Client Officer (APAC) at UM APAC
12-2018 - 4-2021
Regional Managing Partner (APAC) at UM APAC
8-2017 - 12-2018
Regional Group Director (APAC) at IPG Mediabrands

Education

2000 - 2002
Bachelor of Communications from The University of Waikato

More Information

Social Presence :

Prographics :

Exp : 18 Location : Singapore Job Level : Leadership Designation : Co-Founder - Chief Commercial Officer at Brainwaves
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Insights For Selling To Ben

During A Call Or A Meeting

DO's

  • Be visibly appreciative of their actions during your interactions
  • Use testimonials, case studies to show them why it is a low-risk, high-value decision
  • If possible, involve their colleagues in the sales process

DONT's

  • Don’t get into excessive details unless prompted
  • Don’t sound very transactional
  • Avoid unnecessary confrontation if it arises incidentally

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Ben is

  • Relationships can play a major role, followed by low risk and strong market validation.
  • Will you ever get a clear answer from Ben

  • They are not very direct, and unlikely to say no to your face.

Insights For Deal Planning

    How fast (or slow) will Ben move?

  • They can take their time to make decisions, even if they are constantly involved and friendly.
  • Can Ben take some risk or not?

  • It is unlikely that they will take many risks.

You And Ben

Personality Compatibility


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