Asheen Naidu sets out to lead Leo Singapore with bold ambitions + innovative creative solutions

Leo Singapore’s newly appointed Group Executive Creative Director, Asheen Naidu, brings over two decades of experience in the advertising industry, having held prominent creative leadership roles across Asia and Australia. In Australia, he earned numerous accolades, including a Cannes Lions Grand Prix and a D&AD Black Pencil, before moving to Asia in 2020 to join TBWA Group Singapore.

Campaign Brief Asia caught up with Naidu to learn more about his goals and aspirations in his fresh new role, where he now leads a creative department of nearly one hundred creatives.

CB Asia: What excites you most about stepping into the Group ECD role at Leo Singapore?
Naidu: When I look at the amazing brands I get to work with, as well as the talented people we have, not just at Leo Singapore but within Publicis Groupe, I feel like a bit of a kid in a candy store. The formation of Leo brings together some really differentiated skillsets that will set us up to deliver work that’s more layered and interesting. It’s the access to these different types of minds, which you normally wouldn’t find in a traditional agency model, that really excites me.

CB Asia: What are your priorities as you step into this new role at Leo and what are your longer-term ambitions?
Naidu: I’d like us to be a big place that leverages our differentiated skillsets to make beautiful work. I think scale, when used creatively, can be really impactful. I want to help our clients solve their biggest business problems with the most innovative creative solutions. My priorities will be making sure we create the right environment for that to happen. Looking longer-term, I’m excited about helping shape a new era for Leo and as a result, hopefully elevate Singapore’s creative reputation as well.

CB Asia: What made this the right time for you to take on a new challenge in Singapore?
Naidu: I loved my 5 years at TBWA. But this specific role and a chance to work with Ajay Thrivikraman, CCO Publicis Groupe SEA, Joanne Theseira, CEO Publicis Communications Singapore and Amrita Randhawa, CEO, Publicis Groupe SEA, whom I’ve long admired, made it a hard proposition to turn down.

Ajay, in particular, is someone I’ve always respected, not just as a great creative leader, but a great human being too. So, the chance to work so closely with him is an absolute thrill.

CB Asia: You moved to Singapore in 2020. What do you like about working and living in Singapore?
Naidu: I love that we can give the kids the kind of fun, care-free childhood that comes with living in a super safe city. Work-wise, I really enjoy the multiculturalism and the opportunity to work on really big brands locally, regionally and globally.

CB Asia: Do you have a favourite campaign or piece of work from your time at TBWA Singapore, and what makes it stand out to you?
Naidu: I’m proud of the work we did on Standard Chartered Bank. The banking category is a tough one and I think we managed to inject some emotion and a sense of wow into a category that is usually a sea of sameness. I’m looking to continue that now that I’ve been reunited with my old friends.

CB Asia: Prior to moving to Singapore you helped create the “Project Revoice” campaign that went on to win a Cannes Lions Grand Prix and a D&AD Black Pencil amongst other accolades. How did this campaign come about and is this your favourite piece of work from your career so far?
Naidu: As a creative agency, we were always trying to stay on top of the latest advancements in tech. Around that time, voice had become huge with the likes of Google Home and Amazon Alexa becoming household staples. While all the examples of voice tech were helping people with voices, we became intrigued by whether we could use tech to help people without a voice. Remembering Pat Quinn – who had been the voice of ALS through the ice bucket challenge and had sadly lost his voice to the disease – led us on a mission to use technology to help give him his voice back. Little did we know it would ultimately help thousands to never lose their voices. This campaign definitely has a special place in my heart.

A few campaigns that Naidu has lead are shown below:

ALS “Project Revoice”
D&AD Black Pencil – Cannes Grand Prix – One Show Best in Discipline – Clio Grand – New York Festivals Grand – Spikes Grand Prix – Adfest Grande – Webby Winner – AWARD Best of Show – 3rd most awarded campaign of 2018 globally.

Garvan “Disease Dilemmas”
LIA Grand Prix – D&AD Wood Pencil – Spikes Gold – Adfest Gold – One Show Silver – Cannes Bronze – Tambuli Grand Prix Effectiveness

Standard Chartered
D&AD Shortlist – One Show Merit

NRMA “Car Creation”
Cannes Gold – D&AD In Book – Adfest Grand Prix – Spikes Gold – Effies Gold – AWARD Best of Show