Creativity Squared: Embracing Opportunities for Growth and Learning with Tay Guan Hin

With a wealth of experience and a mastery of digital strategies, Tay Guan Hin has consistently elevated the brand appeal of esteemed clients, including Visa, Audi, P&G, and Unilever. Renowned for his innovative approaches, he not only enhances market presence but also delivers effective solutions to intricate business challenges. 

His career has earned him over 350 awards. He made history as the first Southeast Asian to preside as a Jury President at Cannes Lions, has held leadership positions at the global Design & Art Direction show and chaired juries for many prestigious events like the Asian Effies and London International Awards. He has shared his knowledge on stage at TEDx, Spikes Asia and AdFest and remains deeply involved in active mentorship and continues to make substantial contributions to various leadership roles within the industry.

Person 

Resilient: In the past, failure would demotivate me, but now, I perceive failures not as mistakes but as 'Missed Takes' – opportunities for growth and learning. This perspective encourages me to embrace and learn from each misstep and to use them as stepping stones for future development. 

Passionate: Whatever project I undertake, I approach it with passion. I rely on my gut feelings over rational analysis. My approach to things I love? It's either genuine enthusiasm or complete disinterest, with no middle ground. 

Taskmaster: I strive to complete tasks promptly, as delaying often leads to boredom and a shift in interest towards new initiatives. 

I prefer to view the world positively, countering the negativity that can dampen my spirit. As a child, I loved to draw, learning art through imitation and practice. Creativity thrives in the proper environment. Despite coming from a family of doctors, where art wasn't a natural path, my exposure to comic art and films allowed my imagination to thrive. The support of my parents enabled me to pursue my passion without compromise. 

I am an introvert by nature but extroverted by professional necessity. Initially an introvert, the past two decades have seen me evolve into an extrovert, a crucial transformation in my role as a creative leader. Presenting to numerous clients and networking is integral to today's advertising industry.  

Routine brings structure to my life, yet it doesn't constantly stimulate me. In comparison, it ensures efficiency, breaking away from routine and uncovering hidden experiences we often take for granted. 

In my creative campaigns, I gravitate towards relatable and relevant themes. Human stories that resonate help forge a stronger connection with my audience. Yet, I continually challenge myself to explore current trends and themes, twisting them to reveal unexpected and surprising solutions. 

Product  

How does the creative work make me feel? Will I care enough to share it after? What impact and purpose does the campaign serve? Will anyone be interested in even responding?  

These are typical questions I consider when evaluating work. Originality, while important, can be overrated. If a piece of creative work is so untried that this is the first time anyone has seen something like it, there's a high likelihood it might not resonate. Originality requires experimentation, which demands considerable investment and time. Only a few companies possess the appetite to undertake this challenge and succeed. 

Over the years, my criteria for evaluating creativity have evolved. In the era of the digital revolution, creativity isn't just about great ideas; it's also about how well these ideas integrate with technology and digital platforms. Truly engaging work arises from profound human insights that are relatable. Insightful creativity often connects effectively with the target audience for your brands. 

The team in BBDO Singapore recently completed an exciting gaming project with the Ministry of Health Holdings, collaborating with Livewire, a gaming company known for its strategic research and understanding of the gaming industry. 

The healthcare industry was keen to recruit more generation z to consider a healthcare career. Facing competition from more popular sectors, MOHH aimed to change perceptions by showcasing the positive aspects of healthcare. 

Our strategy involved engaging with gen z in their interest: Gaming. Fortnite is Singapore's most popular gaming platform. So, we decided to flip the rules in Fortnite, where players faced challenges that focused on healing powers rather than killing to win. We custom-made a map set in a virtual Marina of Singapore. By broadening the narrative by leveraging influential Twitch streamers and encouraging healthcare professionals to share their stories. This approach changed the game's dynamics and rekindled interest in the healthcare industry among gen zs. 

Process 

I always start any project by identifying the tension points and finding ways to disrupt conventional thinking. I refer to this process as "Collide." It involves instigating a conflict or disruption to erupt new creative thinking. This approach is about discovering the tension points of opposite poles, mashing things up to create something new and unfamiliar. Collide is my simple yet powerful method for generating creative ideas.  

Throughout history, our breakthroughs have been driven by collision. Take the Swiss Army knife or our smartphones, for instance. Smartphones are a mash-up of music, the internet, cameras, maps, games, and much more – colliding familiar things to make something unfamiliar. By starting with familiar concepts, we leverage what people already know and accept, leading to a head-on collision that breaks convention. Instead of avoiding conflict, I embrace it, thinking of scenarios that go in the opposite direction to offer diverse perspectives. 

Striking two rough rocks together can create friction and spark a fire, from which new perspectives arise. The bigger the collision, the stronger the idea. Sparks will fly, and so will your ideas. 

In my process, I draw from personal experiences to tell emotive stories. When our stories contain tension, they become more engaging. The landscape of creativity is dynamic, especially with rapid technological advancements and changing consumer habits. The rise of generative AI is reshaping the skills required in our industry. While AI can suggest ideas and designs, the human touch is often necessary to ensure the final output resonates emotionally with the audience. I prioritise utilising human intelligence before using artificial intelligence tools like ChatGPT and Mid Journey. It enables us to generate heartfelt ideas, tackle complex problems, and express ourselves innovatively. 

Press 

I come from a family of doctors. Both my mother and my brother are general practitioners. My father, a renowned figure in the medical community, had a disease named after him called "Tay's Syndrome", a rare recessive genetic condition. 

The push from my parents to join the medical field was strong, yet there was a slight problem: I hated to study. 

My textbooks were canvases for comic characters.  

In stark contrast, my passion lies in art, mainly drawing.

My school principal recognised my potential and persuaded my parents to support an art career, an unconventional choice in a society that primarily valued professions like engineering, law, or medicine. 

They enrolled me in the Art Center College of Design in Pasadena. Before graduation, I participated in the inaugural Los Angeles Creative Competition. As a Singaporean, I initially found the competitive and individualistic culture of the American institution challenging. The awards ceremony was a defining moment. Amidst a sea of accolades for my classmates, I was astounded to hear my name announced for the Best of Show, an honour accompanied by a trophy and a substantial cash prize. 

My career in the creative industry has been a journey of growth and resilience. I've learned to embrace assertiveness and respond to negativity constructively.  

An incident that shaped this perspective involved a creative director during a brainstorming session. His approach to rebuking ideas taught me the importance of respecting and finding merit in every concept before critiquing it. 

Inspiration draws from diverse life experiences. From witnessing robot battles in Tokyo to peaceful boat rides with my children, each experience enriches my creativity.  

I firmly believe that talent is nothing without passion. The relentless pursuit of success, fuelled by passion, is crucial. This hunger, coupled with an openness to learning and accepting criticism, separates the strong creatives from the weak.