- Above (L-R): Pang Li Li, Choo Chee Wee, Donevan Chew
What do you do after the creative agency you worked for got infected by Covid-19? You carve your own path. That was what Donevan Chew, former ECD of BBDO Malaysia did after the agency shut its doors last July.
“The world is in a crazy situation right now. Might as well do something crazier and have my own creative shop together with the amazing people at Muma” said Donevan. Co-founders Choo Chee Wee and Pang Li Li are excited to have Donevan join as creative partner. “He will definitely fuel our creative horsepower. In fact, we have already won two business contracts and five projects together,” added Pang.
The trio are certainly no strangers to the industry. They have over 50 years of global network creative agency experience combined. From their stints at Ogilvy, Leo Burnett and Grey to BBDO and McCann, they have helped build numerous brands across various industries, including FMCG, automotive, telecommunications, beauty, F&B, retail and finance.
Creative partners, Choo and Donevan, have won over 350 creative and effectiveness awards between them. Ranging from the local Kancils and regional Adfest to the prestigious D&AD, OneShow and Canneslions. They have also judged in the New York Festivals, the Korean AdStars, Citra Pariwara Jakarta, London International Advertising Awards and OneShow China.
They believe that while data informs, creativity will transform brands: “Data should not be seen as a safety net for creativity to fall back on. It should be a springboard from which ideas leap from. We’re here to add magic to logic.” said Donevan. “And when the industry has become very much about dollars and cents, our team of honest and passionate people, along with a dash of good ol’ gut-feel could work wonders for brands,” added Choo.
Pang emphasised that in this age of uncertainty and disruption, brands need to adopt a challenger attitude: “To thrive in today’s environment, brands need to adopt the dark horse mentality. Shun the status quo, act in unexpected ways, that’s how you win.”
“So do bet your brand on the right horse,” they casually conclude.