Some with followings bigger than the brands we once built.
Everyone, it seems, is a Brahma — the Hindu god of creation.
And in this age of autonomy, I’ve come to realise: I am the creator too.
The Creative Exodus — and Why I Left
Why is this happening?
Because the ground beneath our agencies is shifting.
Retrenchments, reorganisations, and rising automation have made traditional career ladders shaky.
Titles don’t last.
Departments disappear.
And the agency pipeline?
It’s no longer the only way forward.
At the same time, brands are skipping the middlemen and collaborating directly with creators who know how to spark engagement — no pitch decks required.
So I pivoted. Or maybe… I evolved.
I started posting. Testing.
Storytelling on my own terms.
And I wasn’t alone.
Colleagues turned collaborators.
Strategists launched newsletters.
Designers became YouTubers.
Copywriters took over TikTok.
We brought the same storytelling craft, wit, and aesthetic instinct that once powered multimillion-ringgit campaigns and poured it into ourselves.
Meet the Creator I Became
Ryo taught me that Canva tutorials could become a creative brand.
Ramesh showed me that honest breakdowns of Malaysian ads could pull thousands of likes and attract new clients.
We weren’t chasing clout — we were building credibility.
Our content was raw, real, and sometimes scrappy.
But it resonated.
Because audiences crave real over rehearsed.
Personality over polish.
In a world drowning in AI-generated fluff, it’s the personal voice that cuts through.
Why I Had to Own My Story
This shift wasn’t about ego. It was about survival.
For years, I was told to stay behind the work.
“Let the campaign shine.”
“Keep the focus on the brand.”
But when the campaigns disappear, so do the credits.
By building my own platform, I reclaimed the narrative.
I showcased my POV, my ideas, my voice.
No gatekeepers. No waiting for permission.
And yes, it opened doors.
Not just for jobs.
For opportunities. Speaking gigs. Clients. Collaborations.
It made me visible.
And in today’s volatile market, visibility is value.
What Agencies Must Understand
Some agencies get it.
They encourage their people to post, to speak up, to stand out.
They know that a creator on staff is a PR and new business asset.
Others fear brand dilution.
Or worse, a loss of control.
But here’s the truth: if you don’t create space for creators within your agency, you’ll lose them to the algorithm.
Creator ≠ Influencer
Let me be clear. I’m not an “influencer.”
I don’t push products for likes. I create because I have something to say.
I’m still doing what I’ve always done — telling stories that move people.
The only difference now?
I am the brand.
The Future of Talent Is Personal
In a noisy digital world, attention is currency.
And personal brands have become the new portfolios.
Want to get noticed?
Don’t just say you’re creative. Show it. Consistently. Publicly. Honestly.
Whether I’m sharing ad critiques, poking fun at agency life, or documenting my creative process — I’m not just building content.
I’m building something I can call my own.
This is where the Malaysian marketing industry stands — at a crossroads.
You can empower your talent to be seen and heard, or risk becoming irrelevant to them.
Because in 2025, one thing’s for sure: We’re not just selling brands anymore.
