BBDO’s Tay Guan Hin launches ‘Collide’: Embracing Conflict to Boost Creativity

BBDO, the global advertising network, is thrilled to announce the launch of “Collide: Embracing Conflict to Boost Creativity,” an illustrative book by Tay Guan Hin, the Creative Chairman of BBDO Singapore. The book is now a bestseller on Amazon less than 24 hours after its release.

Guan, with his extensive experience in leading creative teams for major brands and his role as the first Asian Cannes Lion Jury President for Outdoor, has crafted this book that is not just a theoretical exploration but a practical roadmap for enhancing creativity and problem-solving skills. The book is a must-read for innovators, business executives, entrepreneurs, students, or anyone looking to unlock their creative potential.

“Conflict is the primary engine of creativity and innovation. People don’t learn by staring into a mirror; people learn by encountering differences.” 

-Ronald A. Heifetz. 

“Collide” offers a provocative yet enlightening perspective on creativity and innovation, advocating that Conflict is inevitable and essential for true advancement and collaboration. Guan Hin demonstrates through this book how the fusion of conflicting ideas can spark ground breaking innovations.

The book features over 120 black-and-white illustrations that visually guide the reader through the transformative power of creative Conflict. Readers will learn how to harness Conflict as a tool for creativity, transforming challenges into creative opportunities.

Says Guan, “Creative conflict is the world’s most powerful ideation technique. It’s an essential requirement for breakthrough-thinking and the secret behind every invention and innovation ever made. Are you overwhelmed by problems that need solving? Stuck looking for ideas? Pressured by deadlines and worried you don’t have a creative bone in your body? Then this is the book for you!

Collide demystifies the process of how to come up with effective, problem-solving ideas. This book will help you discover how to unlock the transformative power of creative conflict. You will become an expert at sparking creativity. By the time you get to the end of this book, you will have all the tools to brainstorm like a champion.

But be warned. Smashing ideas together is messy. Things will be broken. There are dangers ahead and I can’t protect you from all of them. It’s time to put your safety goggles on. The ride’s about to begin.”

Foreword by Merlee Jayme, CHAIRMOM, Founder of The MISFITS CAMP/Former Chief Creative Officer at Dentsu Creative APAC/CNN Leading Women and featuring exclusive interviews with Fredrik Haren, The Creativity Explorer/Creativity and Innovation Speaker/Best-selling Author, David Guerrero, Creative Chairman BBDO Guerrero, Valerie Madon, CCO, APAC McCann Worldgroup, Thomas Hong-tack Kim, CCO Paulus/International Board of Director One Club for Creativity, Matt Eastwood, Founder, Gestalt Haus/Formerly Worldwide Chief Creative Officer of J. Walter Thompson, Ng Ming Wei, CEO Boom Digital Media/Forbes 30 Under 30, Joe Braithwaite, Head of Creative Works, Southeast Asia, Google and many more.

“It’s not just a book about ideas; it’s a roadmap for implementing them. The techniques for problem-solving and enhancing creativity are presented practically and inspirationally, making the art of embracing Conflict accessible to a broad audience. Guan presents a compelling case for the indispensable role of innovation in various aspects of life and work. Through a rich tapestry of examples drawn from marketing, business, and the lives of renowned inventors, scientists, and philosophers, the book persuasively argues that creative innovation is not just for artists but is a crucial skill for business executives and entrepreneurs.” 

-Paul Kemp-Robertson, Chief Content Officer at LIONS, Co-Founder at Contagious, Co-Author of The Contagious Commandments. 

‘This book is extremely helpful. And at the same time, a sacrilege! Because it reveals all the secrets that creative people have and teaches how to be creative. Thanks to Guan, it is now possible for any intelligent person to have great creative ideas themselves. He reveals all the techniques, regardless of himself and others who live on creative ideas. Now, joking aside, it’s a wonderful book worth reading for creative people because it opens up completely new worlds—many thanks for this enlightening masterpiece.’ 

Doerte Spengler-Ahrens, Chief Creative Officer, Jung von Matt SAGA, Art Directors Club President 

“Collide is more than a guide; it’s an invitation to break the barriers to our creativity. And when I say “break”, I mean “break”.’ 

-Andrew Robertson, President & CEO, BBDO WORLDWIDE 

“Guan brilliantly encapsulates what it means to be a true innovator: embracing the messiness of creative Conflict to pursue breakthrough thinking. The book’s dedication to fearless innovators mirrors my journey—from steering the marketing strategies at BMW Asia to establishing my own award-winning business. As someone who has faced considerable challenges, I resonate with the message that the path to innovation is fraught with obstacles, but overcoming these truly defines a phoenix-like spirit.”

-Sonja Piontek, CSP, Former Director of Marketing BMW Asia, Best Selling Author, Award Winning Thought Leader, Acclaimed Global Keynote Speaker

“Collide empowers readers to harness their creativity in ground breaking ways. A must-read for innovators everywhere!” 

-Troy Ruhanen, President & CEO, TBWA/WORLDWIDE

Published by Penguin Random House South East Asia, “Collide: Embracing Conflict to Boost Creativity” is available for purchase online on Amazon SG, with delivery options to Singapore and Malaysia and in select SG bookstores, including Kinokuniya Singapore/MY, Epigram, Wardah, and Book Bar.

Amazon (SG & MY) link:

https://www.amazon.sg/Collide-Embracing-Conflict-Boost-Creativity/dp/981512711X/ref=sr_1_1

Amazon (international) pre-order link:

https://www.amazon.com/Collide-Embracing-conflict-boost-creativity/dp/981512711X/ref=sr_1_1.


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This is the only event where Live Presentations meets Live Judging.

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APPIES Festival – Judging & Presentations
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