As the newly appointed APAC Regional Director, The One Club for Creativity, Tay Guan Hin brings decades of agency experience and a passionate vision for the region’s creative future.
In an exclusive interview with the Marketing Magazine, he shares his insights on nurturing talent, embracing technological change, and building a stronger creative community in Asia-Pacific.
ON SHAPING THE FUTURE OF APAC’S CREATIVE LANDSCAPE
When asked about his plans for the Asia-Pacific region, Tay’s eyes light up with enthusiasm.
“My goal is to spotlight the creative excellence that thrives in Asia-Pacific,” he says, leaning forward.
“We’re focusing on enhancing key initiatives like ONE Asia, transforming it into the definitive platform for recognising groundbreaking work in the region.”
His vision extends beyond mere recognition—it’s about creating an ecosystem where creativity can flourish.
“We’ll be launching more localised programmes, ensuring that APAC talent isn’t just acknowledged but nurtured. It’s about fostering deeper connections between creatives, clients, and brands, helping them align with global standards while celebrating the rich diversity of APAC.”
ON A NEW JOURNEY: AGENCY LIFE TO INDUSTRY LEADERSHIP
The transition from agency life to The One Club wasn’t a decision Tay took lightly.
“I reached a point in my career where I wanted to give back more,” he reflects.
“While agency life is incredibly rewarding, the pace often leaves little room for broader industry impact. This role allows me to be a facilitator of growth—not just for one agency or brand—but for the whole region.”
The position of APAC Regional Director presented an irresistible challenge.
“It’s the chance to build something lasting for APAC’s creative future,” Tay explains.
“The One Club’s stellar global reputation provides the perfect foundation to elevate recognition in our region. There’s a wealth of untapped potential here, and I’m excited to connect the dots between talent, partnership opportunities, and global recognition.”
ON NAVIGATING THE EVOLUTION OF CREATIVITY
When discussing current trends and challenges, Tay doesn’t hesitate to address the elephant in the room: Generative AI.
“It’s reshaping how we create, from ideation to execution,” he notes.
“The key challenge lies in balancing automation with originality—something human creativity excels at.”
He also emphasises the growing importance of purpose-led storytelling: “Brands are expected to stand for more than just profits. The challenge is doing this authentically, especially in a region as culturally diverse as APAC.”
ON FOSTERING THE NEXT GENERATION
Mentorship holds a special place in Tay’s strategic vision.
“We’re expanding Portfolio Night, providing real-world insights and face-to-face interactions with industry leaders,” he shares.
“But we’re going beyond that with tailored workshops and labs that address specific needs in the region, from skill development to creative leadership.”
His commitment to inclusivity is clear: “Mentorship should be about opening doors, and we’re dedicated to making those pathways accessible to everyone, especially underrepresented groups.”
ON ADVICE FOR ASPIRING CREATIVES
For those looking to make their mark in the industry, Tay’s advice is both practical and inspiring.
“Be relentless,” he emphasises.
“The creative industry demands perseverance, especially in APAC, where cultural nuances require greater adaptability. Challenge yourself to remain curious and constantly evolve.”
He adds with a knowing smile, “Absorb feedback like a sponge—growth often comes from the toughest critiques. But always stay true to your creative instincts—what makes you different is what will eventually set you apart.”
ON ANATOMY OF AWARD-WINNING CAMPAIGNS
Drawing from his extensive experience as a judge at prestigious awards, Tay shares what makes campaigns stand out today.
“It’s not just about aesthetics or clever ideas anymore,” he explains.
“The most impactful campaigns seamlessly integrate purpose, culture, and emotion. If your work resonates on a human level, people remember it.”
He reiterates the importance of innovation in thought leadership and the power of simplicity in amplifying messages.
ON BUILDING A STRONGER APAC CREATIVE COMMUNITY
The importance of fostering a robust creative community in APAC is a theme Tay returns to frequently.
“APAC is home to an incredible blend of cultures, traditions, and modern perspectives,” he says with pride.
“A strong creative community will harness this diversity, enabling the region to not just contribute but lead global creative trends.”
His vision extends beyond regional success: “When we build a thriving regional creative network, it fosters collaboration and innovation, ultimately enriching the industry globally.”
ON EMBRACING THE FUTURE
As our conversation draws to a close, Tay shares a final thought that encapsulates his optimistic outlook: “Embrace the unknown. Things are changing so quickly, whether it’s technology like AI or the evolving culture here in APAC. And that’s a good thing! Creativity thrives when we’re pushed out of our comfort zones.”
He pauses thoughtfully before adding, “Stay curious, because you never know where the next big idea will come from. And at the heart of it all, remember: creativity is really about connection. It’s how we reach people and make them feel something real. That’s what truly matters.”
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