Singapore AdMarCom Festival: Spotlight The Brave with BBDO’s Tay Guan Hin
The Singapore AdMarCom Festival 2024 with be held January 18th. In the lead up to the festival we are spotlighting some of the ‘Braves’ who have made a significant impact in the Singapore AdMarCom space. Here BBDO Singapore’s Tay Guan Hin shares his insights in this exclusive interview.
Who are you? – What holds dear to you? Can you share a defining moment or experience in your career that has shaped who you are today?
Currently, I’m the Creative Chairman of BBDO Singapore.
I love to fish, so when I am on leave and if I go fishing, this will be the reply from my out- of-office reply. ‘Guan Fishing’
While studying in Los Angeles, I joined the inaugural Los Angeles Creative Competition in 1990. As a Singaporean, I initially found the competitive and individualistic culture of the American institution challenging. The awards ceremony was a defining moment. Amidst a sea of accolades from my peers, I didn’t hear my name until the show was almost over when my name was announced for the Best of Show, an honor accompanied by a cheap plastic trophy (which, to this day, I hold dearly) and US$1,000/-.
You seem to be heavily involved in the creative scene. What is your ultimate goal for the industry or for yourself?
Did you know Patrick Low and I were the first to start the Crowbar Awards in 2001? In 2003, I was the Chairperson for the Creative Circle Awards. I involved myself heavily in the creative industry to mentor, teach and grow early in my career because it motivates me to be a more nurturing Creative Leader.
“If you don’t do it, someone else will” is something I believe in and practise consistently. My attitude has evolved, and I no longer try to shy away from challenges but take the bulls by the horns and face them head-on.
After working in this industry for almost three decades, it has taught me to be resilient. There were tough moments when I could have given up and taken another less stressful job, but where is the fun in that?
Creativity is important, but you need to have the tenacity and motivation to excel to succeed.
Why? Is it worth all that effort?
If something is worth doing, it should be done well.
My efforts over the years have focused on self-improvement and helping others, as serving the community benefits everyone. Understanding the basics of marketing and having a solid foundation are crucial in this era of technological advancement.
I hope that my mentoring efforts will help produce better creators in the future.
Where do you see the industry headed towards in the next year of 2024? Any insights, trends you observe will see growth in 2024?
VR, AR and Generative AI will definitely be ongoing trends as the tech world heats up. Those who don’t embrace AI won’t have a job soon. Finding the right balance between AI-generated content and human creativity is vital. While AI can suggest ideas and designs, the human touch is often necessary to ensure the final output resonates emotionally with the audience. I prioritize utilizing human intelligence before turning to artificial intelligence tools like ChatGPT and Mid Journey. It enables us to generate heartfelt ideas, tackle complex problems, and express ourselves innovatively.
When is the Singapore AdMarCom Festival 2024? & Why should people care about being a part of this collective, joyous occasion?
The Singapore AdMarCom Festival celebrates outstanding creative work from professional to student levels. Combining three shows into one provides a consolidated forum for talent from various sectors to network, develop, and learn. This event unites diverse communities in an industry where networking opportunities are becoming increasingly scarce. It fosters a supportive environment that encourages the creative industry to elevate its standards continuously.
The Singapore AdMarCom Festival 2024’s theme is to ‘Spotlight the Brave’, the misfits, the ones who dare to march to the beat of their drums. How do you think you & the people of the industry embody this spirit?
Our world of creative business, blending in isn’t an option. It’s all about being unapologetically bold. When a client comes to us with a brief, we craft solutions that resonate, connect, and stand miles apart from the mundane. We’re not here to be predictable but to be unforgettable. To be brave. To think differently and create something that captures attention and hearts.
Last, What advice would you give someone starting their career in the AdMarCom field today?
In today’s rapidly evolving industry, it is crucial to maintain a strong sense of curiosity and a continuous desire to learn. Learn to understand and utilize new platforms—those who fail to stay curious risk being left behind. Resilience is also essential in this challenging business. You will likely encounter more rejections than approvals when presenting your work, so it’s important to keep pushing yourself, learning, and always remain curious. Do not let anyone dissuade you from pursuing your goals. Embrace the opportunity to make mistakes, as each contributes to your growth and expertise. The more mistakes you make, the better you become.
