How music, Netflix and genuine leadership are the understated heroes of advertising’s future
There are topics such as AI, the powers of creativity and storytelling, and the accelerated pace of life that commandeer the advertising industry’s conversations. There are also topics that don’t hog the limelight, topics with astonishing powers to shape the success of campaigns, of brands and creative careers. These three sessions, that include the knowledge of creative legends David Guerrero and Susan Credle, and industry leaders Nick Wood, Arthur Tsang and Narin Suwannawet, cover three of those topics. To miss them would be a very valuable opportunity lost.
THURSDAY 20 MARCH | 12.25-13.00
The Collision of Sound & Vision
David Guerrero, Creative Chair, BBDO Guerrero, Manila
Nick Wood, CEO & Creative Director, Syn Music, Tokyo
Arthur Tsang, Chief Creative Officer, BBDO Greater China, Shanghai
Can music enhance the taste of food, the perception of space, and the pace of a run? According to new research it can. It can also draw out the essence of a brand in the sound of an electric car, reduce stress at work, and improve health and well-being. David Guerrero, Arthur Tsang of BBDO and Nick Wood from Syn Music plan to give ADFEST attendees a series of unique audio experiences. Experiences that will inspire you to Do Big Things with sound to help your brands achieve their vision.
David Guerrero is the Creative Chair of BBDO Guerrero. He loves advertising and has consequently never worked a day in his life. His work has nevertheless won at Cannes, Clio, D&AD, the One Show, LIA, New York Festivals, Spikes, ADFEST, AdStars, Kinsale, Design Week, WARC and many other shows – with Grand Prix, Golds, Silvers and Bronzes. These include The Dissolving Bottle, Pantene: Labels Against Women, and It’s more fun in the Philippines.
Nick Wood is a British film composer, record producer and Creative Director of Syn. He composed and arranged music for over 2,000 commercials, as well as a host of critically acclaimed film and television projects including Emmy award-winning CNN’s Why We Go. Nick’s songs have been licensed for HBO’s Sex and the City series, Michael Mann’s Tokyo Vice”on HBO, Netflix’ Fistful of Vengeance and Apple TV’s Pachinko. His song, Passion, was licensed by Kirin’s Love Sports campaign for over 20 years and went to #1 on the Oricon International Singles Chart during the 2002 FIFA World Cup held in Japan, subsequently spending 7 weeks at the #1 spot on the iTunes World Music chart.
London native, Arthur Tsang, took a unique path to becoming one of China’s most influential creative leaders. After graduating in Physics and Philosophy from the University of Oxford, he spent time as an investment banker, ski instructor and a professional musician – all before finding his way into a creative department.
Over the past 20 years, Arthur has been responsible for some of the most talkworthy and best loved advertising campaigns in China. He has pioneered formats and has been at the leading edge of China’s branding scene and its influence on popular culture. A long-time collaborator with Mars Inc., his Extra Gum Flavours of Life series transformed a global strategy into a China’s first micro series, loved by generations of Chinese consumers. He created China’s first TVC musical, China’s first crowdfunding hack and the world’s first short film produced by a crowdsourced all-female crew. Arthur was also responsible for developing the first truly global Snickers campaign with Mr. Bean, in collaboration with AMV BBDO in London.
SATURDAY 22 MARCH | 15.05-15.40
Stunt Marketing the Netflix Creativity
Narin Suwannawet, Marketing Production Manager
Netflix Thailand, Bangkok
In a world oversaturated with content, capturing attention isn’t enough; you need to create moments that demand participation. But what makes a stunt truly unforgettable? Find out how Netflix transforms stunts into cultural phenomena, blending spectacle with storytelling. Explore why some campaigns fade while others shape pop culture, when stunt marketing is the right move, and how to craft activations that go beyond PR. Through real case studies, come to understand the power of online-to-offline integration and the formula for turning a moment into a movement. See how bold ideas collide with culture to create moments that make people stop, engage, and talk.
Expect behind-the-scenes insights, real-world case studies, and a deep dive into what makes a stunt more than just a PR splash—but a true cultural phenomenon.
Most importantly see what’s to come. hat’s next for stunt marketing? And how can you create experiences that don’t just grab attention—but leave a lasting mark on culture?
Narin Suwannawet has crafted bank ads to heist plans (the Money Heist Korea kind, of course) in a career of over 20 years shaping bold, culture-driving marketing campaigns for some of the world’s biggest brands, such as Unilever, Nissan, Canon and Apple. Since joining Netflix in 2021, Narin has been behind some of Thailand’s most talked-about launches, including Hunger, All of Us Are Dead, The Believers, Squid Game, and Money Heist. With a deep love for pop culture, social trends, and big, conversation-starting ideas, Narin specialises in turning stories into experiences that people don’t just watch, but also feel, share, and remember.
SATURDAY 22 MARCH | 16.50-17.25
When a Creative Career Collides with a Leadership Career
Susan Credle, Global Creative Advisor
Interpublic, New York
Navigating the transition from a creative to a creative leader is much more than a change in title, it requires a transformational mindset. Susan Credle will explore different leadership styles to help unlock your full potential as a leader of ideas, people, and outcomes.
Susan’s creative career in advertising has been focused on a quest to lift people up and infuse the industry with diversity and best-in-class creative. In her dual capacity as Global Chair of FCB and Creative Advisor to IPG, Susan is a leading creative champion for the advertising industry, helping IPG attract and nurture a diverse pool of global creative talent. As the first female chair of The One Club for Creativity, she demonstrated a commitment to use her voice to push the industry forward.
Arriving at FCB in 2016, Susan reignited the creative fire within the network by creating a culture that leads to strong creative outcomes. She believes that great creative is an economic multiplier for talent, agencies, and clients.
During her tenure as Global Chief Creative Officer, FCB North America was named the Cannes Lions North America Agency of The Year in 2019, 2020/2021, 2022 and 2023, won Global Network of the Year in 2020/21, and FCB New York won Agency of the Year at the Clio Awards in 2023. The network was also ranked the #1 Creative Agency for Effectiveness in the WARC Effective 100 in 2023, listed on Fast Company’s Most Innovative Agencies in 2022, named Adweek’s 2020 Global Agency of the Year, and ranked the #1 Global Network on The Good Report in 2020.
Prior to joining FCB, Credle spent over six years as CCO at Leo Burnett, Chicago, and began her career at BBDO New York when she joined in 1985 as an intern. Susan has been recognised by numerous creative and leadership awards, including Ad Age’s 100 Most Influential Women, and Business Insider’s Most Creative Women in Advertising. She was inducted into the AAF’s Hall of Achievement in 2014, named Chicago Woman of the Year in 2013 and inducted into The NC Media and Journalism Hall of Fame in 2014.
As these sessions show, there is no experience better than being there, when over 1,000 leading industry players, network with peers and celebrate the region’s culture and branded marketing creative excellence. COLLiDE at ADFEST 2025, Thursday 20 to Saturday 22 March 2025 at PEACH, Royal Cliff Hotels Group in Pattaya, Thailand is open for delegate registrations. Find more information on all delegate fees and packages, here.
As well as star-studded speaker sessions, ADFEST 2025 3-day program offers workshops, mentoring programs, screenings and networking events, and is the region’s only original and most celebrated creative festival. The three-day event brings together the industry’s top minds, rising stars and most innovative ideas.
ADFEST is a not-for profit entity that believes passionately in its role to nurture and support the creative industry in the Asia Pacific and MENA region. It is 1 of 12 awards included in the Campaign Brief Asia Creative Rankings.