2024 Creative LIAisons Coaches

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Guan Hin Tay

Creative Chairman
BBDO
Singapore

Tay Guan Hin is the Creative Chairman of BBDO Singapore. He is a profound alchemist of creative success in a team working at the most creative agency worldwide networks, like JWT, Grey, Saatchi & Saatchi and Leo Burnett.

Guan's role continues to deliver insightful creativity that builds on digital and innovative engagement to increase brand preference: for Visa, AIA, Audi, Shell, Johnson & Johnson, Abbott, P&G, HSBC, and Unilever, by improving their market share and solving complex business challenges. He operates well within this complexity, always matching flawless execution with inspiring creative ideas staying true to the brand's DNA.

Besides serving as the first Asian Cannes Lion Jury President, he currently sits on The One Club International Board of Directors.

A charismatic speaker, he gets invited regularly to judge and deliver keynotes at LIA, Tech Week, D&AD, Digital Content Marketing Summit, Adfest, Spikes Asia, including the E-Commerce Expo. As newly appointed President of the Asia Professional Speakers Association, he uplifts the speaking community by creating innovative programs and events.

Comments

Mentee One:

I had an amazing session with LIA - London International Awards Creative LIAison mentee Eunji Song from TBWA\Media Arts Lab, Seoul. As an Account Executive, Eunji's enthusiasm and eagerness to learn were inspiring.

She expressed her gratitude for our time together, noting how informative and motivating the session was.

In just one hour, we covered a wide range of topics, from understanding the criteria for good creativity, leadership, and conflict management to the power of human creativity even in the age of Gen AI.

We also discussed the importance of personal branding and how she can start showcasing her skills on a smaller scale. Eunji appreciated the honest advice and insightful information, feeling empowered to apply what she learned to her role.

We also touched upon:
1) Criteria for choosing a good idea from the hundreds pitched.
2) New ideas in the industry that excite.
3) The evolution of Gen AI in the next few years and its impact on creative concepts and marketing.
4) Best practices for leveraging Gen AI and potential watch-outs.
5) Discovering one's leadership style.

It was gratifying to connect with Eunji and share honest advice and insights she can apply. Mentoring bright minds like hers reaffirms the importance of fostering creativity and leadership in the next generation of advertising professionals.

Mentee Two:

It was a pleasure to meet my mentee, Julian Bato, a passionate copywriter at Dentsu, in the Philippines from the LIA - London International Awards Creative LIAisions Virtual Coaching program.

Julian Bato's ambition and eagerness to learn are very encouraging.

Here's what he asked:

How to develop creative stamina: Sustaining creativity over the long haul is a challenge every creative faces.

Thinking within the box: For traditional-minded clients, creativity often means innovating within constraints.

Building relationships: Strong connections with clients and industry peers are the backbone of a successful career.

Creating compelling case videos: Crafting engaging case videos is art.

Competing globally: He aspires to make a global impact as a creative. His determination to rise above geographical boundaries is genuinely inspiring.

Creative and self-care habits: Balancing creativity with self-care is vital. His interest in understanding this balance highlights his holistic personal and professional growth approach.

Our initial session may have concluded, but our journey is far from over. I eagerly anticipate our next meeting, where we can delve deeper into more insightful questions and continue to work towards Julian's learning goals.

Julian, your enthusiasm and passion are infectious. I'm excited to see where this journey takes you and how you will evolve as a creative force in the industry. Keep pushing boundaries, and never stop learning!