Donevan Chew, the former ECD of BBDO Malaysia which shut its doors in July this year, has joined Malaysian creative hotshot Muma. He joins co-founders Choo Chee Wee and Pang Li Li as Creative Partner.
“The world is in a crazy situation right now. Might as well do something crazier and have my own creative shop together with the amazing people at Muma”, says Donevan.
Choo Chee Wee and Pang Li Li are excited to have Donevan join with Li Li commenting that Donevan will definitely fuel their creative horsepower and that the team have already won two business contracts and five projects since working together.
The trio are certainly no strangers to the industry. They have over 50 years of global network creative agency experience combined. From their stints at Ogilvy, Leo Burnett and Grey to BBDO and McCann, they have helped build numerous brands across various industries, including FMCG, automotive, telecommunications, beauty, F&B, retail and finance.
Chee Wee and Donevan, have won over 350 creative and effectiveness awards between them. Ranging from the local Kancils and regional Adfest to the prestigious D&AD, One Show and Cannes Lions. They have also judged in the New York Festivals, the Korean AdStars, Citra Pariwara Jakarta, London International Advertising Awards and One Show China.
They believe that while data informs, creativity will transform brands.
“Data should not be seen as a safety net for creativity to fall back on. It should be a springboard from which ideas leap from. We’re here to add magic to logic,” said Donevan.
“And when the industry has become very much about dollars and cents, our team of honest and passionate people, along with a dash of good ol’ gut-feel could work wonders for brands,” adds Chee Wee.
Li Li emphasized that in this age of uncertainty and disruption, brands need to adopt a challenger attitude. “To thrive in today’s environment, brands need to adopt the dark horse mentality. Shun the status quo, act in unexpected ways, that’s how you win.”
Pictured above left to right is Pang Li Li, Choo Chee Wee, Donevan Chew.