“It’s always good to remind ourselves that there are traditional mediums where the idea is still as pure as it can get,” Firrdaus Yusoff at ADFEST

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Forsman & Bodenfors Singapore’s Head of Creative and ADFEST 2024 jury member for Film Lotus, Outdoor Lotus, Press Lotus and Radio & Audio Lotus, Firrdaus Yusoff describes his job as, “I make stuff up at Forsman & Bodenfors” in this interview.


He worked across three continents before settling back in Singapore, which gives him a remarkably broad perspective of the industry. He has helped Mercedes-Benz become the no.1 automotive brand in Asia, to launching McDonald’s Nasi Lemak burger, which became the brand’s best-selling product ever in its 40-year history. His work has been recognised at the award shows that matter, featured on CNN, Forbes, Wired, Buzzfeed, and even exhibited in museums in New York and Paris. Currently, he’s the creative voice in the Singapore Leadership Team at Forsman & Bodenfors, helping to replicate the agency’s reputation beyond Sweden.

Yusoff was also named as Singapore’s top creative in Campaign Brief Asia’s 2023 Creative Rankings.

Yusoff talked to ADFEST about the job that advertising in traditional mediums still does, the challenges of working in a new culture and the real job of being a creative leader.