Allein G. Moore was born and educated in England After a successful career in advertising in London, he was headhunted and “rather reluctantly” came to Singapore in 1979 on a two-year contract. He fell in love with Asia and a Singaporean girl and never returned to London. He has written advertising copy for major Asian clients like Singapore International Airlines, Singapore Tourist Promotion Board, Mitsubishi, Toyota, DBS and Gardenia Bread. He has lectured on branding and communications in universities in New York, Singapore and Bangladesh and spoken at many conferences. Allein has a longstanding love of history and once taught the subject at an international school. He retired in Malaysia in 2017 and now lives a contented life in Melaka with his wife and dog.