Spotlight The Brave: Tribal Worldwide’s Benson Toh on cultivating young talents and the up-coming Singapore AdMarCom Festival
The Singapore AdMarCom Festival 2024 with be held January 18th. In the lead up to the festival we are spotlighting sone of the ‘Braves’ who have made a significant impact in the Singapore AdMarCom space. Benson Toh, Tribal Worldwide has graciously shared 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?
I am Benson Toh, Chairman of the Crowbar Awards and Executive Creative Director at Tribal Worldwide Singapore. What holds dear to me in my advertising career is the profound impact of meaningful connections and the continuous pursuit of creativity. One defining moment was during my early years at JWT, where mentors like Neil Johnson, Andrew Spurgeon, Norman Tan and my creative partner Joji Jacob influenced me. Their guidance in handling challenges and the friendships formed have significantly shaped my approach, fostering a commitment to excellence and innovation in every aspect of my career. These experiences have instilled in me the importance of collaboration, mentorship, and the relentless pursuit of creative excellence in the dynamic field of advertising.
What keeps you motivated to wake up & go to work every day?
The allure of creating impactful and exceptional communication, whether it takes the form of a compelling TV spot, a distinctive logo, or a memorable jingle, motivates, and drives my enthusiasm.
Why have you been so active in cultivating young budding talents in Singapore? Crowbar, One Show, etc.
Mentoring is integral to our culture at Tribal Worldwide. Actively participating in education initiatives by my company like Equator (with Temasek Polytechnic), Campfire (with National Youth Council), and SParks (with Singapore Polytechnic), along with engaging with the various polytechnics, allows me to contribute to nurturing the next generation of creative talents ensuring that they are well-prepared for our industry.
Where do you see yourself in 5-10 years? Do you think you will still be as active in the industry?
I hope to remain relevant and actively contribute to the advertising and marketing industry. As a firm believer in giving back to our field, I envision continuing my involvement in mentoring, sharing insights, and participating in initiatives that foster creativity and talent development.
When is the Singapore AdMarCom Festival 2024? & Why should people care about being part of this collective, joyous occasion?
The inaugural Singapore AdMarCom Festival 2024 aims to strengthen our industry, fostering idea exchange and celebrating outstanding work. It’s held on the 18th of Jan 2024 and it’s something you shouldn’t miss.
The Singapore AdMarCom Festival 2024’s theme is to ‘Spotlight the Brave.’ How do you think you embody this spirit?
As a creative, bravery is inherent. It’s about acknowledging tensions and motivations, not just going against conventions for the sake of being different. It’s about understanding the depth of creativity and how that can make the work stand out.
What advice would you give to someone starting their career in the AdMarCom field today?
Find a mentor, be a sponge for experiences, explore different forms of art, discuss ideas, and keep refining them. Attend talks, festivals like AdMarCom, and stay open to continuous learning. Always stay a student.
