“The work fades, but the way people felt doing it stays.”

By The Malketeer

In a world obsessed with the next big thing, Uday Desai stands out for something rare: depth.

As Managing Director, Creative of Dentsu Malaysia, Uday doesn’t lead by loudness—he leads with listening, vision, and empathy.

His journey into advertising wasn’t planned.

It was, in his own words, accidental.

“Honestly, I entered this industry by accident,” he shares.

With a grandfather in TV acting, a father in advertising, and a mother in marketing, creativity ran in his blood.

Yet, he initially pursued fashion merchandising, working with brands like Levi’s and Wrangler.

“That world gave me a taste of branding, visual storytelling, and creating for people, without me even realising it.”

Then came a pivot: a startup agency, cold calls, pressure, hustle.

“I wasn’t just selling services—I was building stories, trust, and creative possibilities.”

From there, he immersed himself deeper.

Bigger agencies. Larger accounts. Diverse teams.

“What fuels me today is still that same curiosity—understanding people, solving problems creatively, and creating spaces where talent can thrive. It’s no longer an accident. It’s a passion.”

A World of Lessons

His journey spans India, the Middle East, North Africa, Vietnam, Cambodia, Indonesia—and now, Malaysia.

Each taught him something new.

“India taught me intensity. The Middle East gave me ambition. Indonesia showed me community-driven creativity. Thailand sharpened my emotional radar. Cambodia taught me patience.”

In Malaysia, he’s tuned into nuance.

“Creativity here needs to be insight-driven, inclusive, and honest. It’s made me a better listener—and a more thoughtful leader.”

Culture Over Campaigns

At Dentsu Malaysia, Uday is building more than campaigns—he’s cultivating culture.

“To me, being people-centric means putting individuals at the heart of everything—not just in philosophy, but in practice.”

He speaks with juniors, planners, producers—everyone.

These chats break hierarchy and build trust.

“Culture isn’t a deck or a slogan. It’s what people feel when they walk in, join a meeting, or crack a brief together.”

He rejects old-school perfectionism. Instead, he celebrates small wins.

“Someone growing in confidence. A collaboration that clicks. That’s the stuff that makes culture real.”

Post-pandemic, he believes the game has changed.

“People won’t burn out for awards anymore. Nor should they. High performance should be driven by passion—not pressure.”

One Dentsu, One Purpose

Agency silos are not on his watch.

“‘One Dentsu’ isn’t just a structure. It’s a mindset. It’s helping people realise they’re not working next to each other—but with each other.”

Briefings start with everyone: strategy, creative, media, CX.

Hierarchies dissolve. Ownership grows.

“When everyone understands the ‘why’, collaboration becomes co-creation. Great ideas often come from unexpected places. What seems unpolished might be a raw diamond—it just needs collaboration to shine.”

Purpose With a Pulse

“When a brief comes in, we ask: What does the brand stand for? What real role can it play in people’s lives—or culture?”

One such initiative is Dentsu Malaysia’s work with Make-A-Wish, under the global One Day for Change banner.

“Supported by our CEO Audrey, we helped grant wishes for critically ill children. It reminded us that creativity has power—not just to sell, but to uplift, connect, and give hope.”

Innovation with Intention

In Malaysia’s layered market, innovation must be culturally fluent and emotionally intelligent.

“True innovation blends insight with technology. It’s not always about building something new—it’s about using what’s already there, better.”

He’s equally passionate about strategy.

“Strategy isn’t a cost line. It’s the thinking that solves the business problem. Without it, creativity is just decoration.”

Mentorship as Mission

Beyond campaigns, Uday is growing people.

“I tell my teams: stay curious. Ask questions. Explore the uncomfortable. That’s how creativity lives.”

His mentorship blends humility with accountability.

“Be open to learning from everyone. Stay hungry. And own your work. Leadership isn’t a title—it’s a mindset.”

And that mindset, he says, starts with empathy.

“Your influence isn’t what you say—it’s how you make people feel.”

A Creative Legacy

When asked about legacy, Uday doesn’t hesitate.

“I want to be remembered as someone who built a team that felt empowered, respected, and supported—not just as professionals, but as people.”

He continues: “Yes, we all want to do great work. But did that work make someone feel something? Did it reflect culture honestly? Did it elevate a voice?”

“Leadership isn’t about having all the answers. It’s about creating the space for others to find them.”

Then comes the quote that defines his entire philosophy:

“The work fades, but the way people felt doing it stays.”

Uday is hopeful for the road ahead.

“We’re at a place where creativity, media, data, and experience can truly come together. Not just on paper—but in practice.”

His vision is for Dentsu to be more than just a creative vendor.

To be a trusted brand partner.

One that delivers impact, shapes culture, and nurtures its people.

“If someone says they became a better leader or braver thinker because of the culture we built—then that’s a legacy worth leaving.”

Uday Desai isn’t here to impress.

He’s here to elevate.

And in doing so, he’s reshaping what creative leadership can truly mean.