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News From:The Straits Timesposted on 5 November at 7:30 PM
5 November at 7:30 PM

Bernard Lim quits as LifeBrandz CEO, moves to TV world

Nightlife honcho Bernard Lim will be stepping down as chief executive officer of entertainment group LifeBrandz at the end of this month, after six years with the public- listed group.The former Perfect 10 radio DJ will be returning to MediaCorp as managing director for television.

Taking his place at LifeBrandz is Mr Cedric Chong, 33, who has been executive director of LifeBrandz since May. He will head the company from Dec 1.

Mr Lim, 45, tells Life!: “It’s been a memorable six years. I’ve met a lot of people and got to really know the food and beverage business, but when this new offer came I thought it was challenging enough for me to take it on."

In his new role at MediaCorp, he says he will be responsible for content and audience reach. He got his start as a radio DJ at Perfect 10 in 1992, eventually moving up to the position of general manager of English programming in 2003. He became vice-president of integrated media planning in 2006, a position he held until he joined LifeBrandz in 2007.

From 2008 to 2012, LifeBrandz underwent a fair bit of shake-up, closing down megaclub Ministry of Sound, brand-name beach club Cafe Del Mar, live music venue Yello Jello, commercial dance club Zirca and East-meets-West nightclub Coco.

In March, LifeBrandz took over the operations of Mink and Royal Room in a deal that saw lifestyle and marketing agency Massive Collective becoming a major shareholder in LifeBrandz. The deal also allowed Massive to play a bigger consultancy role in the operations of LifeBrandz’s stable of nightspots in Clarke Quay.

Mr Lim says LifeBrandz, which had posted a loss of $2.5 million in 2011, and a loss of $4.4 million last year, has “turned a corner” in the past year, acknowledging that the deal with Massive played a part in the change in tide.

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