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The Essential List: KC Aui
Advertising Agency
Kuala Lumpur, Malaysia
VMLY&R COMMERCE Malaysia’s executive creative director on favourite dishes, cultural influences and the kit he can't live without

As VMLY&R COMMERCE Malaysia’s executive creative director, KC Aui is a strategic, multidisciplinary creative with an eye for avant-garde design, innovation and great ideas.

He started his career in FCB Malaysia in 1997 and played his part in raising the creative standard. FCB ranked No.2 on the Malaysia’s most creative agencies lineup from nowhere in the following year and winning the Proton and Mercedes Benz accounts came as a bonus.

He had a short stint in JWT where he worked with great creatives to take Malaysia’s first Cannes Outdoor Grand Prix, before moving on to join Dentsu Malaysia in 2005 with consistent wins in Cannes, D&AD, Adfest, Spikes and the very first Gold Effies for the agency.

In 2018, this multilingual creative joined Dentsu Shanghai. Tasked to turn the agency into a multinational creative powerhouse, he successfully won the first international brand, KFC, and more, including the agency’s first automotive accounts Škoda and Jeep, followed by the young Japanese apparel label, GU, which eventually led to some shiny metals from the Great Wall MAAD, Spikes, AdFest, AdStars and Tangrams awards.

Back to his homeland in 2020, KC joined VMLY&R COMMERCE to oversee Malaysia, Bangladesh and Australia of the British American Tobacco (BAT) business. He successfully transformed the BAT creative team into a digital savvy and 360 led creative hybrid task force that now offers through-the-line solutions in the more challenging and ever-changing marketing landscape with the rapid growth of new category offerings from BAT.


Place of Birth: Kuala Lumpur

Hometown: Place of Birth

Staycation: Hotel Equatorial, KL

Vacation: Langkawi

Pet:  58 fishes, 1 tortoise

Place of Work: Wework

Place of Workout: Community Hall @ Kampung Malaysia

Side Project: Car Audio Upgrade

Mode of transport: Car


Artist:  Michelangelo

Commercial/ music video director: Ridley Scott

Film Director: Steven Spielberg

Photographer: Steve McCurry

Film: Fast and Furious

TV Series: The Taxi Driver

Commercial: Apple 1984

Music Video: I Don’t Wanna Miss A Thing

Video Game: NFS

Book: The Art Direction Book

Graphic Novel: Storm Rider

Newspaper (off or online): China Press

Magazine: Wallpaper*

Food and Drink  

Breakfast: Roti Canai (Prata)

Restaurant: Mamak

Cheap Bite: Keropok lekor (fish crackers)

Working lunch: Nasi Ayam Cincang

Favourite Dish: Beef Rendang

Snack: Nuts

Guilty pleasure: Coca Cola

Booze: JD Coke

Not booze: Coca Cola

Bonus food: Salmon sashimi


Phone: Iphone XS

Computer: Ipad Pro

TV: Sony

Headphones: Earpods

Camera: Iphone XS

Soundsystem: Pioneer

Pen / pencil: Apple Pencil

Where you document an idea: Notepads

Casual clothing: Many

Smart clothing: Many

Footwear: Many

Watch: Many

Collection: Cufflinks

App: Whatsapp

Website: Ads of the World

Favourite social media feed: TikTok

Work program: Outlook

Digital work tool: MacBook Pro

Analogue work tool: Paper and pencil

Morning grooming / makeup essential: Hair Gel

Work from VMLY&R COMMERCE Malaysia